CAMPAIGNS: Event PR - Shine draws film buffs to Stella Tour

Client: Stella Artois

Client: Stella Artois

PR Team: Shine Communications

Campaign: Stella Screen Outdoor Cinema Tour

Timescale: July-August 2000

Budget: Undisclosed

Top Belgian brewer Stella Artois wanted to increase its share of the UK beer market by strengthening the brand's association with the film industry.



Objectives

Stella has long been a sponsor of Channel 4's films. The objective was to exploit this association by raising public awareness of the Stella Screen Outdoor Cinema Tour, and to drive traffic to the relaunched stellascreen.co.uk website.



Strategy and Plan

A flexible 'template' campaign, operable on a national and regional level, was devised. Key media were targeted for pre-publicity and features, and listings information was submitted.

Emphasis was placed on strategic press activity around some venues. For example, a headless horseman stunt was used in the week leading up to the first screening, which was Sleepy Hollow in Bristol.

A one-off night-time screening of The Blair Witch Project was held in a forest in north London.

A ticket competition was rolled out on all media. There were links with film companies to insert Stella postcards into launch releases of 150,000 Blair Witch videos, together with an end of tour party with a strong media/film-maker presence.



Measurement and Evaluation

Evaluation was carried out in-house by Interbrew. The tour generated over 130 individual pieces of coverage across all media - including its 'first ever' national TV and press coverage. Website traffic increased by 500 per cent, and 35,000 were present at a Brighton beach showing, an unofficial world record for an outdoor film screening.



Results

Stella reports all sales targets have been surpassed, and the brand's growth rate has continued to rise steadily since the tour.

Post tour research shows that 60 per cent of people spontaneously recognise Stella's association with film, and 88 per cent think it is an appropriate association for the brand.



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