Hanna Lee: Our client is spirits and wine importer Imperial Brands, whose products include Sobieski Vodka, the... seventh-best-selling international vodka. They were looking to raise awareness in key markets, so we launched "Truth in Vodka," a campaign that encouraged consumers to look at what's in the bottle and not the price.
What made the New York Post Sunday Business section such a good target for this particular campaign, and how did you pitch it to the reporters and editors there?
Lee: The New York Post reaches a wide range of consumers, and its business pages are influential among business leaders in the New York area. We reached out... to Coeli Carr, one of the Post's regular freelance writers, who showed immediate interest.
Sobieski is not as well-known as other vodkas. How did you work this angle to your advantage?
Lee: We addressed that issue head-on with the "Truth in Vodka" theme. Our message was simple: "You don't have to pay astronomical prices to get great vodka." We emphasized Sobieski's brand essence: tradition, authenticity, and heritage.
Did you have to media train any of the Imperial Brands executives for this piece? Additionally, what other information did you provide to help clinch the placement?
Lee: We arranged a telephone interview with Imperial Brands president/CEO Chester Brandes, a 34-year veteran of the spirits industry. We also sent samples to Carr and her editor, and put them in touch with some liquor store owners.
What was the impact of the hit?
Lee: As a result of this story, Imperial Brands and Sobieski were able to form a multi-year marketing partnership with Madison Square Garden... so our client was thrilled. n
Name: Hanna Lee, founder, Hanna Lee Communications (New York)
Placement: New York Post, September 16, 2007
Timeline: Seven days