LAS VEGAS: The Patron Spirits Company has selected SparkPR to lead efforts for the “Find Balance, Find Ultimat” campaign promoting the Ultimat Vodka brand.
The company chose SparkPR after a competitive review process. The firm will work on the initiative for “several months,” said Greg Cohen, director of corporate communications at Patron Spirits.
He added that the company hired SparkPR primarily because of its social media capabilities.
“Their experience with digital PR was quite impressive, and we have a number of digital initiatives planned to support the launch of this new campaign,” Cohen explained.
He said the Ultimat Vodka brand will launch its first Facebook page in mid-November to support the campaign, as well as a Facebook app. Ultimat Vodka's advertising agency, Amalgamated, created the app, which will reveal how social a consumer is based in their Facebook photos and Foursquare check-in history.
SparkPR, with a core team of five staffers, will activate and manage the app and Facebook page, said Cheryl Overton, general manager of the agency.
“We'll be handling both the traditional publicity, as well as the social media outreach, which includes outreach to bloggers, digital media, and also influencers, so they themselves can try the app,” she added.
Ultimat Vodka does not have a Twitter account, but Overton said the firm will be “taking advantage of all of the social media portals” for the campaign.
The agency will also work closely with Patron's event team to host activities in the company's major markets, including New York, San Francisco, Boston, and Chicago. The total campaign budget, including PR, marketing, and advertising, is about $8 million, said Cohen.
“The campaign is all about finding balance, and we really want to encourage busy, hardworking professionals to do just that,” explained Overton. “So we'll be showing them ways online and offline to find more balance in their life and we really want Ultimat Vodka to be seen as the champion of that.”
Ultimat Vodka also works with ID PR on an “ongoing basis for other initiatives,” she added.The company does not have an AOR, said Cohen.