Brief:
Build the profile of Manchester’s biggest dedicated rum festival and its founder Dave Marsland, while ensuring ticket sales were high and the event engaged brands and consumers.

Strategy and tactics: ‍
Tapped into World Rum Day and the tiki trend to create a pipeline of news, partnerships and activations that positioned the festival as a ‘must attend’ in the city and delivered pre event and on the day UGC. To double down on the authority of the festival, we worked with the festival founder to partner with key opinion leaders in rum to host a series of tastings, talks and experiences to engage more serious palates in the drinks and consumer community and expand appeal beyond the city.

Results:

• 41 pieces of coverage & content over the duration of the campaign
• Online articles viewed 214k times
• Social views from press and influencer campaign totalling 75k
• Commercial partnerships with Proper Manchester and Manchester Finest reaching over 400k people
• Tickets to the event sold out