WFLA mixes in Bombay Sapphire

Placement: WFLA-NBC, Tampa, FL, June 6

Placement: WFLA-NBC, Tampa, FL, June 6

What are your client's media goals?

James Monahan: Our client is Bombay Sapphire, a super-premium gin that's part of the Bacardi portfolio. We were charged with increasing overall awareness for the brand, as well as showcasing its versatility and maintaining its super-premium image.

Why was WFLA-NBC in Tampa, FL, such a desired placement? How did you pitch the producers?

Monahan: Not only is Bombay Sapphire based in Florida, but the state is one of the key markets for Bombay Sapphire. We created a producer-specific media alert offering live cocktail-making demonstrations by our master mixologist Jamie Walker to TV stations in Miami, Orlando, and Tampa. WFLA morning show producer Coleen Murphy immediately expressed interest.

It can be a challenge getting alcohol-themed segments on TV, especially morning shows. How did you overcome that?

Monahan: Since its inception, Bombay Sapphire has stressed the responsible consumption of alcohol. Therefore, when we came in, the producer knew we were highlighting cocktails for responsible enjoyment. It also helped that we had a genuine brand ambassador in Jamie.

You flew over the British-based Bombay Sapphire master mixologist Walker for the segment. Did you have to do special media training, and was there any other support work that had to be done for the segment?

Monahan: I only had to remind him to refer to Bombay Sapphire cocktail recipes in ounces and not milliliters. We also provided a Bombay Sapphire portable bar and a banner, which led to additional branding as they shot the segment from multiple angles.

What was the impact of the hit?

Monahan: Not only did the segment drive awareness and demonstrate versatility for Bombay Sapphire in a key market, but the piece also caught the attention of New York magazine, which later did a day-in-the-life story on my daily work in support of the brand.

Name: James Monahan, media specialist, Deussen Global Communications (New York)

Placement: WFLA-NBC, Tampa, FL, June 6

Pitch timeline: Nine weeks

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