CORAL GABLES, FL: Grey Goose, the flagship vodka brand of Bacardi USA, has rolled out a comprehensive media, digital, and PR campaign to support its new summer television advertisement.
The 30-second spot, called "Reunion," debuted Wednesday night during the NBA Eastern Conference finals between the Chicago Bulls and the Miami Heat, and will continue to air on national cable networks throughout the summer.
In support of the TV spot, Grey Goose has launched a "Celebrate the Best of Summer" tab on its Facebook page, where consumers can view and share cocktail recipes and home entertaining tips, as well as learn more about Grey Goose Summer Soirees, promotional events at upscale outdoor and rooftop settings.
Shane M. Graber, VP and MD of Grey Goose, said other elements of the activity will include a national and local print overlay campaign, and an experiential pop-up event called the Grey Goose Blue Door that launches this summer across major US markets. Grey Goose declined to disclose the PR budget for the campaign.
"We're seeing more than ever that, regardless of what's happening in the world at large, consumers really want to be able to connect, stay connected, celebrate what's really important in life, and still do so with a sense of style, and feel their best," said Graber.The campaign will conclude at the US Open in New York City, where the vodka brand has a sponsorship. Harrison & Shriftman, Grey Goose's AOR, is supporting the summer initiative.