The Media Strategy
• Leveraged Emporio Peroni proposition to extend brand proposition beyond drinks and trade journalists including fashion, style, lifestyle, trend, society and diary reporters
• Treat opening of Emporio Peroni as luxury boutique opening
• Key style and fashion press, news & picture desks to view the unveiling and after party at Harvey Nichols
• Created & distributed b-roll package of the event, sound bites of spokespeople
• Photography of the launch distributed to social, diary and party pages to reinforce style and fashion ties
Results
• Sales – Peroni Nastro Azzurro has reported a 30% increase in sales for the period since launch compared to the previous year
• 150 pieces of press coverage in business, consumer lifestyle, national, television, trade & online media
• Total Media Reach: 196,982,799+
• Highlights include:
CNN “World Business Today” (x 2 airings)
CNN “World Business Tonight”
CNN “Business International”
CNBC “Power Lunch”
Bloomberg
Financial Times (x 2)
ITN News, The Sun, Marketing Week & across social pages and drinks press
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