Malibu came to Tempt for a second year to launch its vibrant summer activation on the terrace at The Great Northern in Manchester.
The only official Malibu bar outside of London, this summertime pop-up offered guests colourful aesthetics, a beachy charm, quirky lanterns, palm trees, and, most importantly, delicious drinks. We supported the brand by running a PR campaign to generate awareness and boost on-trade sales.
CLIENT
Objectives.
- To announce the Malibu activation to local and regional audiences.
- To facilitate media and influencer coverage across Greater Manchester.
- Generate content to support wider social media and digital campaigns implemented by Malibu.
Strategic
approach.
Our short, snappy campaign meant scoping an announcement press release and pitching the story to Greater Manchester media outlets.
We then crafted and planned a launch party with on-brand Manchester influencers to drive traction and engagement.
Summary
of activity.
- Devised the PR story and approach.
- Drafted and finalised press releases.
- Developed target influencer and media lists.
- Pitched to target media.
- Sent and managed influencer invites.
- Influencer briefing.
- Press follow-ups and chases.
- Managed RSVPs.
- Launch event meet & greet.
Our Results
We successfully generated excitement and brand awareness for Malibu with online articles in various titles such as Manchester Evening News, Secret Manchester, and The Manc, resulting in 27 million opportunities to be seen. On top of this, the launch party meant we brought over 300 content creators together to talk about the bar, the drinks and the vibe… with an influencer reach of 900K.