Situation
Patrón, the top-selling ultra-premium tequila in the world had its own cadre of premium tequila enthusiasts who look to the brand for lifestyle cues. They wanted to reinforce their iconic positioning, build upon their "Simply Perfect" campaign and continue to foster their special relationship with their core consumers and involvement with local communities.

Solution
To reach their target audience of active, involved, informed, trendsetting, tequila aficianados, Patrón and their agency The Richards Group, worked with Van Wagner to showcase the brand on a new spectacular on an iconic landmark at one of most famous intersections in the world: Hollywood and Vine. The Patrón Spirits Company hand-picked Van Wagner's display to showcase their association and their support of the Hollywood revitalization effort. Patrón's neon sign now appears on the roof of the former Equitable Building at the northeast corner of Hollywood Boulevard and Vine Street.

The Patrón sign, just down the block from the historic Capitol Records building is Hollywood's first adaptive re-use residential project. The development is expected to be occupied in 2009 and will include a W Hotel, luxury condos, retail space and a transit plaza. According to Ed Brown, president and CEO of The Patrón Spirits Company, "When Patrón was first introduced in 1989, it was people in Los Angeles and members of the Hollywood community who first embraced this brand, before there was even such a thing as ultrapremium tequila. We haven't forgotten the role that this community has played in our success, and we're proud to bring Patrón to Hollywood once again, with support and investment on this historic revitalized corner of Hollywood and Vine, and on this beautifully redesigned new residential building."

Patrón customized the message for the location. Built upon their "Simply Perfect" campaign, the message is premised on the concept of debating perfection. The campaign states that all forms of perfection are open to discussion, except when it comes to tequila; then there is simply no debate - Patron unquestionably is the best. In this case, the featured question is who is more "perfect" in Hollywood, a "Rock Star" or a "Movie Star." The neon spectacular alternately flashes this choice, over the words "Some Perfection is Debatable," then shifts to an image of a Patron tequila bottle, with the words "Some is Not." Excitement was built up around the launch. Gene Simmons ceremoniously lit the display at the high profile, celebrity-filled launch party.

Results
The display hit a home run. It is consistent with Patron's brand strategy and is sure to become an indelible part of the Hollywood landscape. The display carries through the Simply Perfect campaign by bringing entertaining debatable concepts about hotly contested -- and often humorous -- topical issues to life. It provides an opportunity to engage viewers and show the brand's support and involvement with the community. Leron Gubler, president and CEO of the Hollywood Chamber of Commerce summed it up stating "Not only did The Patrón Spirits Company choose to invest in our community, they also created an exciting and entertaining sign that is attention-grabbing and relevant to Hollywood". The tremendous excitement around both the brand and the display received numerous press mentions and publicity. The neon silhouette of the Patrón bottle is fast becoming relevant iconic image making a lasting impression among a new generation of sophisticated trend-setters. It's leading the way to update an area that previously was well known for its concentration of radio and movie related businesses, the glamour era of Hollywood (1920's) and the Hollywood Walk of Fame.