brief:

• increase awareness and trial of Chivas Regal amongst professional men working in the City and Canary Wharf and secure attendees to a series of 'Discover Poker' events

challenge:

• securing 450 target attendees to launch event whilst retaining exclusivity solely through PR

strategy:

• designed and created exclusive microsite and built a bespoke database from scratch by securing partnerships with target companies to promote the event directly to their employees

• developed an innovative intranet online marketing campaign supported by targeted media relations and brand partnerships to reach the very specific target market

results:

• over 800 people from companies including Bank of America, JP Morgan, HSBC, Schroders, Credit Suisse, Bloomberg & Linklaters signed up to attend the launch event which reached capacity within 30 minutes

measurement:

• on the strength of our online and PR strategy, Launch Group was appointed for the entire 2007/8 Chivas Regal campaign and placed on the roster of PR and digital agencies for all of Pernod Ricard UK