By James Atkinson
Tim Finn was the star performer as the Jagermeister Hunting Lodge opened last night at the Sydney Festival, an 18-day activation that will cost the brand in excess of $500,000.
The former Crowded House and Split Enz star entertained a guest list of more than 200 with hit tunes including I See Red, Six Months in a Leaky Boat, and Weather With You.
Situated alongside the Spiegeltent venue in the Festival Garden in Hyde Park, the Jagermeister Hunting Lodge made its third appearance after the concept was developed early last year.
Brand manager Shannan Quinn told TheShout the objective of the Hunting Lodge is to activate the heritage of the German liqueur brand, which translated literally means "hunt master".
Specially developed for Jagermeister, he said the lodge packs down into two 40-foot shipping containers and takes about four to five days to build.
It first appeared in July last year at the Splendour in the Grass festival, and 'popped up' again at Melbourne's Docklands as part of the Jagermeister Independent Music Awards.
Given the huge effort and expense involved in setting up the lodge, Quinn said the longer duration of the Sydney Festival was particularly attractive for the brand.
The Hunting Lodge will reside for 18 days in the Festival Garden, which is expected to have between 30,000 and 40,000 visitors over the course of the festival.
As an eclectic cultural event, Quinn said Sydney Festival gives the Jagermeister brand exposure to a broader demographic of 18 to 40-year-olds, and is another opportunity to educate consumers that it is "not just a shot brand".
For the remainder of the festival, the hunting lodge will be open to the general public, with the bar serving long Jagermeister drinks and cocktails.
Caption L-R: Jagermeister brand manager Shannan Quinn with Jagermeister regional director of Asia Pacific, David Bell.