World leader in premium international wines and spirits Pernod Ricard brought on board Tempt to support with their St Patrick’s Day collaboration PR campaign between number one Irish whiskey brand Jameson and iconic street food and drinks venues BOXPARK.
Our brief was to develop a PR campaign, working closely with BOXPARK venues in Liverpool and London, to enhance visibility and awareness around St Patrick’s Day activities, ultimately driving sales for Jameson serves.
CLIENT
Objectives.
- To increase brand awareness of Jameson and BOXPARK, by driving exposure of the St Patrick’s Day drinks specials and events.
- To generate media coverage, regionally and nationally, around the St Patrick’s campaign, boosting ticket sales for events, increasing footfall, and driving Jameson sales and loyalty card redemptions.
Strategic
approach.
To promote this fun St Patrick’s Day offering amongst the target audience (25-34 year olds, interested in music and sports), Tempt launched a PR campaign that ran across February and March, involving media engagement, influencer content and event promotion.
Summary
of activity.
- Crafted and distributed press releases.
- Developed target media and influencer lists.
- Continually pitched the story to key national and regional media.
- Invited journalists to review the cocktails for feature opportunities.
- Offered journalists the opportunity to attend and photograph events.
- Invited influencers to experience the Jameson serves.
- Liaised with BOXPARK and other key stakeholders to secure results.
Our Results
Across the campaign, we generated coverage in national and international titles including Time Out, Condé Nast Traveller, and Secret London.
More than 22 pieces of coverage across the campaign equated to over 31 million opportunities to be seen across online and print titles.