Campaigns: Food and Drink - Moet brings sparkle to Christmas gifts

Campaign: The Atelier Moet
Client: Moet Hennessy UK
PR team: Launch Group
Timescale: November-December 2008
Budget: £8,500

Launch Group was asked to raise awareness of The Atelier Moet, the UK's first 'pop-up' champagne boutique, which opened for Christmas 2008 and allowed customers to personalise bottles of Moet & Chandon with Swarovski stick-on crystals.

Objectives

- To raise awareness of The Atelier

- To increase sales during the period the boutique was open

- To associate the store with glamour and celebrity.

Strategy and plan

Personalised bottles of Moet & Chandon were sent to key journalists, along with case studies.

To create a buzz on launch day, Launch Group also offered a free personalised bottle of Moet & Chandon to the first 100 customers to arrive at the boutique in black tie attire, which also generated media coverage.

Measurement and evaluation

Coverage was achieved in eight national newspapers, 41 regional newspapers and two consumer magazines. The story also appeared online in 67 different pieces of coverage, and in 16 different items of broadcast coverage.

Results

Some 450,000 people per week saw or visited the boutique during the four weeks it was open and the campaign reached 33,873 people per pound spent.

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