Client: Maxxium UK
PR team: Focus PR
Timescale: December 2009
Focus was asked to raise awareness of Courvoisier and Courvoisier The Future 500, a network of more than 800 rising business stars across the UK.
- To generate buzz around Courvoisier to attract the attention of 28- to 35-year-old males
- To raise the profile of the Future 500 community.
Strategy and plan
Using network ambassadors Sam Bompas and Harry Parr, the PR team launched a campaign to find a cocktail that would fill the billiard room of 33 Portland Place, and was big enough for a boat to row across.
Online media partners were secured and luminaries from the drinks and media world were invited to judge the winning cocktail. Blur bass guitarist Alex James was recruited as 'taste consultant'. A public event was held on 9 December, followed by the Courvoisier The Future 500 Christmas party, and the remaining cocktail was bottled and distributed via competitions.
Measurement and evaluation
The campaign was covered in the London Evening Standard, Mail on Sunday, The Guardian, Metro, and on BBC London News. Video appeared on YouTube, Times Online and Sun Online.
In total 1,500 members of the public came to the event and 3,000 glasses of the cocktail were sampled.