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Seagram's Gin

Ruder Finn Arts & Communications Counselors was retained by Seagram’s Gin to develop and implement public relations campaigns on behalf of the brand and its sponsorship of a 24-city R&B music tour featuring artists from MCA Records and the Universal Music Group. Proceeds from the tour were donated to Share Our Strength, a national anti-hunger organization that mobilizes individuals and industries to assist in the fight against hunger in the U.S. Targeting intimate venues in major markets such as Atlanta, Charlotte, Chicago, Dallas, Detroit, Los Angeles, Philadelphia and New Orleans, the Seagram’s Gin Gin Jam ’99 tour was launched with a two-day celebration at Universal Studios Florida. RF A&CC coordinated all aspects of the launch and subsequent national and local public relations campaign on behalf of the tour, yielding 70 million print and electronic media impressions.

 

 

OBJECTIVES

• Link the brand to the R&B/hip-hop phenomenon while raising awareness of the brand’s commitment to supporting the work of a major charitable organization.

• Generate broad-based media coverage of the brand and its sponsorship of the tour.

PROGRAM

• Developed a comprehensive communications campaign encompassing a program press kit, media relations, press events, and electronic media marketing vehicles to generate widespread coverage.

• Created opportunities for in-market media coverage and relationship-building with top Seagram executives and their key accounts through artist Meet-and-Greets, local appearances, and in-studio media interviews. Generated additional publicity through a satellite television tour and Morning Drive Radio Tour featuring all three artists involved with the tour.

RESULTS

Broad-based coverage in national, regional and local general market and minority media outlets. Additional coverage generated through satellite radio and television tours totals more than 20 million impressions. Total results: 71 million impressions.