Launch Sydney’s first dedicated rum distillery and bar concept and begin changing perceptions of rum among drinkers.
For the distillery launch, Tonic placed exclusive announcements in the lead up to opening to build excitement.
At launch, we pitched media stories to target lifestyle, business, and drinks media as well as hosted media one-on-one to experience the venue. A meet-and-greet with the distiller ensured they received a fuller experience. This was supported by strong media relations and imagery to generate awareness and coverage.
We also launched and managed the social media channels including developing a strategy, photography, content and paid social.
We achieved 65 media stories during the campaign. Press coverage highlights including Qantas Magazine; The Daily Telegraph; Good Weekend; SMH – Good Food; The Urban List; Broadsheet; and Concrete Playground.
The social channels grew by 766 (Facebook) and 1,075 (Instagram) in six weeks with consistent engagement growth.