brief:

• media relations and experiential campaign to amplify Jameson Irish Whiskey's sponsorship of the Empire Awards and cement the brand's association with film among young ABC1 men

challenges:

• generating cut through for Jameson (as opposed to Empire magazine) despite limited media appeal for sponsorship stories
• Jameson has no real film heritage in the UK

strategy:

• Launch Group designed a campaign of Jameson-owned XP and MR platforms to ensure Jameson cut-through.  The centre piece of the activity was a unique stunt featuring the world's largest directors chair in
  Leicester Square - home of British cinema.  The chair formed the focus of the media relations, sampling and promotional activity, all managed by Launch Group

results:

• achieved 36 pieces of targeted media coverage, including pieces in London Lite, thelondonpaper, Metro, Evening Standard online, Sun online and Daily Express online, plus broadcast coverage on Sky News and MTV News
• 400+ vouchers distributed by chair activity

measurement:

• £56,369 AVE
• 1.5 x ROI
• total audience reached:        39,086,718
• opportunities to see:            1,074 people per £1 invested
• 100% of coverage mentioned the Jameson Empire Awards
• 75% of coverage mentioned Jameson Irish Whiskey
• 69% of coverage mentioned Jameson's association with film
• 83% of coverage included a branded image

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