LAS VEGAS: The Patron Spirits Company is reviewing PR agencies to aid the “Find Balance, Find Ultimat” campaign for its Ultimat Vodka brand.
The company is currently handling all communications internally, but it is reviewing "a couple" of firms for assistance, said Greg Cohen, director of corporate communications at Patron Spirits
"We'll be looking for some help across multiple channels, including digital and probably including some social media, but we'll need to define that," he said.
The brand will launch its first Facebook page to promote the effort, which the company hopes will increase awareness among its target audience of “white collar professionals,” he added.
The campaign's total budget, including PR, marketing, and advertising, is about $8 million, said Cohen, who added that he did not have a specific spending breakdown.
The company will also soon launch an app for the campaign called “The Social Portfolio” and it will debut the Facebook page “about a month from now.”
“We're going to use some interesting technology to essentially allow people to scan their Facebook photos and couple that with their Foursquare check-in history to determine basically how social they are,” said Cohen. He added that the company designed the app to “encourage people to find time to enjoy life and have some fun.”
Patron Spirits actively uses social media channels for its flagship tequila brand, said Cohen, adding that the Patron “Social Club” website has become very popular.
“We hope to mirror that success now with Ultimat,” he said.
The brand's PR team is now comprised solely of Cohen, who works closely with its in-house marketing and events departments. The advertising portion of the initiative was created by New York-based agency Amalgamated, which will also help with social media.
Cohen said the company is also considering using Twitter to promote the brand in the future. It will reach out to bloggers as part of its media strategy for the campaign.
In addition to digital initiatives, Ultimat Vodka will host various events, such as after-work and late-night happy hours, in major markets such as New York, San Francisco, Boston, Chicago.