PR Case Studies
The “Master of the Art of Brewing” by Crest Communications , Prague , Czech Republic
Crest Communications, a.s.
Objectives
1. Introduce the new beer brand to the already-saturated market in the Czech Republic, organise consumer trial (start date April 2007)
2. By means of a structured marketing campaign, persuade client´s business partners (e.g. restaurant owners and managers) that the new beer is worth ordering
3. Support the brand inside the company (internal PR)
4. Achieve 700 sale points (restaurants) and sell 6 800 hl of beer before the end of 2007
PR programme
1. Create a unique communication concept based on the mysterious story of the history of this beer recipe
2. Introduce the brand to journalists at a ‘16th-century-style’ press conference
3. Keep up media interest for an 8-month period using press releases, press trips to the production facility, exclusive interviews with the chief brewer
4. Involve celebrities in promoting the brand in lifestyle media: a famous Czech actor agreed to promote the beer in all of his media interviews
5. Organise a massive on-trade promotion programme: Middle Ages live music, dicing with hostesses, magic ritual performance, in 256 restaurants all over the Czech Republic
6. Support in-trade promotions with POS materials
7. Web site and viral marketing
Results
1. Media coverage in national daily press, life style and family magazines, trade press, 99 branded articles.
2. More than 1 000 restaurants serving Master at the beginning of 2008. 7 000 hl of beer sold from April to December 2007.
