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Seagram's Gin
Seagram’s Gin retained Ruder Finn Arts & Communications Counselors 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, RF A&CC launched the Seagram’s Gin tour 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 media relations, press events, comprehensive press materials, 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-time radio tour featuring all three artists involved with the tour
RESULTS
- Broad-based coverage in national, regional and local media across both mainstream and minority media outlets
- Satellite radio and television tours generated more than 20 million impressions
- Total results: 71 million impressions
