Increase awareness of World Class Cocktail Week through a targeted public relations campaign.
Position World Class Cocktail Week as a must-do experience for consumers, shifting the assumption away from it being an industry event.
Example were engaged by Diageo to increase the buzz and awareness around World Class Cocktail Week, a seven-day event of curated drink experiences that celebrates Australia’s bar scene.
A targeted two-month media and influencer campaign was designed to achieve widespread coverage, maximum attendance and brand awareness. This public relations roll out received a huge amount of coverage and influencer engagement.
Example hosted two exclusive preview events at Icebergs Dining Room and Bar in Sydney and 1806 in Melbourne, attended by key media and influencers, and laid the strong foundations for the launch of World Class Cocktail week the following week.
Coverage secured included trends pieces, recipe features, bar and bartender profiles, individual review opportunities, and a strong social media presence across all events that engaged people with a passion for great hospitality experiences that had relevant social followings across many areas such as photography, lifestyle, food and style.