Project Overview
Promovans collaborated with Yakusan to deliver the Wild Turkey Music 101 Airstream, a custom-built mobile brand experience designed to connect the whiskey brand with music, lifestyle, and cultural audiences across Australia. Based on a 31-ft Airstream Sovereign Land Yacht — likely the largest type of Airstream to have made it to our shores in Australia — the unit was fully restored and custom-engineered into a premium experiential platform that blended hospitality, immersive storytelling, and live music performance.
The Airstream became the centrepiece of Wild Turkey’s Music 101 platform, an award-winning, multi-year campaign combining intimate gigs, mentorship programs, and national touring activations.
Vision
Yakusan and Wild Turkey sought to:
- Create an iconic, mobile platform that embodied Wild Turkey’s values of authenticity, craft, and bold storytelling.
- Connect with younger, music-driven audiences through a mix of whiskey culture and live music.
- Deliver a premium, multi-functional activation that could serve as a bar, lounge, and performance venue.
- Support a long-term national campaign, touring festivals, regional stops, and branded events.
Delivery
- Restoration & Engineering: Fully restored the Airstream body and chassis, custom-engineered for road compliance, with reinforced suspension and upgraded electrical systems.
- Immersive Hospitality Zone: Designed a whiskey-bar inspired interior featuring premium joinery, leather seating, natural timber textures, and bespoke lighting.
- Performance & Engagement Space: Integrated a stage platform and AV setup to host live music sessions and cultural activations.
- Brand Detailing: Applied custom finishes and Wild Turkey branding, ensuring the Airstream conveyed a premium craft positioning.
- Ongoing Support: Provided logistics, touring expertise, and maintenance across multiple years of the campaign.
Impact
- Iconic Platform: Delivered an activation that instantly became recognisable and synonymous with Wild Turkey’s Music 101 campaign.
- Multi-Year Success: Now in its third year, the Airstream continues to tour nationally, supported by Promovans logistics and maintenance.
- Award-Winning Campaign: Strengthened Wild Turkey’s Music 101, a platform that has received industry recognition for its innovation and cultural impact.
- Premium Brand Experience: Combined hospitality, storytelling, and live music into a single, transportable activation.
- Agency Partnership: Demonstrated Promovans’ ability to partner seamlessly with Yakusan, translating creative vision into technical and operational excellence.
Wild Turkey Music 101 Airstream