brief:

• 'make Jameson famous' by amplifying the Jameson Live platform and maximising brand noise around St Patrick's Day among key target audience (24-35 year old men)
• position J&G (Jameson & Ginger) as a contemporary, aspirational signature drink

challenges:

• increasingly difficult to generate PR cut through for music events

strategy:

• amplification of local Jameson Live gigs with two hero St Patrick's Day gigs in Manchester and London
• celeb VIP area to secure opinion former attendance
• open door policy to halo gigs to generate pre-event coverage
• key media partnerships to support editorial interviews
• meet and greets with band included in contract
• drive general awareness of J&G as the perfect serve for St Patrick's Day

results:

• full attendance secured at both events
• 421 people attended London event including: 27 press, 123 local opinion formers and 15 celebrities
• 382 people attended Manchester event including: 6 press, 66 local opinion formers and 2 celebrities

measurement:

• total audience reached = 43,702,830
• total target audience reached = 13,788,294
• PR campaign ROI = 230 target audience reached for every £1 invested