';
Preloader logo

McDowell’s

Recommend
  • Facebook
  • Twitter
  • Google +
  • LinkedIN
Share
Description

2014 - McDowell’s sought to unveil its No. 1 Platinum Whiskey at a launch event which held at the Oriental Hotel, Lagos. The event had Mc Dowell’s trade partners, consumers and other stake holders in attendance.

Scope Of Work

  • Create and invite a media list comprising of online (blogs and social influencers), print publications (newspapers and soft sell) and broadcast media
  • Invite and ensure media presence at the launch
  • Manage media at the event
  • Organise interviews at the event and after
  • Create and distribute press packs to the media present
  • Ensure media have the right content and enough information to report accurately on McDowell’s launch event
  • Handle media enquiries
  • Manage the giveaway on the blog
  • Track news and photo stories, notify client of coverage received and draft overage report

Media  performance (output and outcome analysis) reporting at the end of the project

Results

  • Between Monday 28th July and Sunday 17th of August, 2014 (Timeframe for the campaign), Sesema PR received a total of t 28 pieces of coverage including photo stories, interviews and news stories was received in print and online media
  • Sesema PR achieved over 100% media coverage for the launch event
  • The earned media coverage value (based on circulation, traffic estimation, SOV, etc on print and online media) for this project was $ 48,797 which far outweighed the paid media at $2,000.
Clients

McDowell’s No.1 Celebration Rum is the fastest growing rum brand in the world. Celebration was launched in 1991 with a modest beginning of a hundred thousand cases. Today McDowell’s No.1 Celebration Rum sells in excess of 14 million cases with a reach across 13 countries that, makes Celebration the 2nd largest selling dark rum in the world. Part of the McDowell’s franchise with the highest FMCG retail value of Rs 8300 crores*

Tasks

Strategies

  • Media (Online and print)engagement
  • Use of social media influencers to engage the public about the signature drink created by the mixologist at the event
  • Hypes
  • Interviews
  • Press releases