Glenfiddich Groove Lounge
The Challenge
To generate publicity and positive added talk value around the exclusive Groove Lounge sessions, hosted by Glenfiddich in celebration of their 125th anniversary.
The successful execution of the PR campaign resulted in a very high attendance of influencers and media at each of the 30 events, contributing to valuable post event editorial coverage and national awareness of the Groove Lounge sessions:
Number of print pieces: 14
Number of online pieces: 15
Number of broadcast pieces: 02
Total number pieces: 31
Total ad value: R 432 137, 03
Total audience reached: 5 814 490
ROI: 1:4
Our Approach
  • Supported the Groove Lounge sessions, which were hosted across South Africa, by targeting key influencers and media to attend the exclusive (by invite only) events
  • Created pre event hype by securing national diary listings and interviews with the brand’s marketing manager
  • Set up media one-on-ones and personalised tasting experiences in each region for journalists and influencers
  • Generated post event publicity, showcasing the renowned DJs at the sessions, social images and the unique sensory experiences
  • Identified and secured competitions in leading national media titles, giving away tickets to attend the memorable events