Skyy adds two PR firms to product and branding mix

SAN FRANCISCO: Skyy Spirits, maker of Skyy Vodka and other alcoholic beverages, has tapped PR & Company and The Rose Group to manage its PR. While the two agencies are working together, San Francisco-based PR & Company is managing corporate and product PR, while The Rose Group, based in Los Angeles, will oversee entertainment-related PR efforts.

SAN FRANCISCO: Skyy Spirits, maker of Skyy Vodka and other alcoholic beverages, has tapped PR & Company and The Rose Group to manage its PR. While the two agencies are working together, San Francisco-based PR & Company is managing corporate and product PR, while The Rose Group, based in Los Angeles, will oversee entertainment-related PR efforts.

"I met with several agencies, and these two were both very strategic, results-driven, creative, and had very strong teams," said Sue Hearn, Skyy's PR and events manager.

As the 13-year-old company has now gone beyond vodka and begun to produce rum and flavored vodkas, the company wants to promote its brand as much as it does its products, added Hearn.

"We want to continue to enhance their reputation among key influentials in the business media," said Pat Reilly, PR & Company principal. "We want them to look to Skyy as a resource for what is going on in the industry, and have them also recognize Skyy as experts at building a brand in the spirits space. We want to generate awareness of the success they've had."

The company also promotes its brand through film-festival and premiere sponsorships, along with sponsoring a short-film project. While The Rose Group will help with overall PR, its focus will be on the film and entertainment elements of Skyy's PR.

"It's one of our strengths," said Jeff Rose, a partner at The Rose Group, of entertainment PR. "But we'll also be working on other aspects of their PR with PR & Company. We've always worked in tandem with other agencies. For us, it works well. The stronger the team, the better the team."

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