Diageo picks Exposure to boost luxury events PR

Diageo GB is taking a more experiential approach to the marketing of its luxury drinks brands, hiring Exposure to its PR account to develop events and partnerships with other luxury brands.

The Reserve Brands Group (RBG) was created in October 2003 and houses its luxury brands including Johnnie Walker Blue and Gold Labels, Ciroc vodka, Tanquery No. Ten gin and Gran Centenario tequila.

Activity will be built around the properties of each brand, said RBG global brand director Nina Bibby, explaining that Johnnie Walker Gold Label has a decadent quality so it will become involved in caberet-style events and look at late-night drinking experiences.

Last week Johnnie Walker Gold Label co-hosted a Burns Night event in London with designer Roland Mouret.

Bibby said while last year Diageo was involved in London Fashion Week, it would seek out opportunities where it could be more actively involved in shaping an experiential connection with guests. ‘We are trying to ensure that the events bring the brands to life. We don’t want to just serve drinks at a party.’

RBG will not use advertising in the first half of 2004, instead looking to leverage events and activity with media coverage, particularly in magazines such as Vanity Fair and Vogue as well as newspapers.

Exposure takes over the PR account from Aurelia PR.

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