LATITUD 33 IN THE SKY by Feedback Pr for Hennessy

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LATITUD 33 IN THE SKY

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Industry Wine & Champagne, Cognac
Media Promo & PR, Case study
Market Argentina
Agency Feedback Pr
Released September 2012

Credits & Description

Category: Best Use of Live Events, Stunts and or Celebrity Endorsement
Advertiser: MOËT HENNESSY ARGENTINA
Product/Service: WINE
Communication Manager: Fernando Gouiran (Moët Hennessy Argentina)
Press Officer: Cynthia Ballester (Moët Hennessy Argentina)
PR Director: Santiago Roca (Feedback PR)
PR Director: Damián Martínez Lahitou (Feedback PR)
Media placement: Press Release - Clarín Newspaper - 1 October 2010

Summary of the Campaign
Latitud 33° is a wine with a distinctive and trendy proposal. During the communication campaign of 2010, it needed to reflect its brand attributes with a different event with a high impact in the media.

Latitud 33° led Dinner in the Sky to Buenos Aires so that its consumers live a different and unique experience, always considering its brand values.

The PR Campaign achieved 76 articles in the news, an audience of over 17 million people and a ROI of more than $ 2.5 million.

The PR campaign together with the general communication campaign of Latitud 33° made the brand market share grow 2% in 2010.

The Situation
In Argentina, the premium wine market is highly fragmented, with more than 600 leader brands and a similar and traditional communication among them.

Latitud 33° is a wine with a distinctive and trendy proposal. It is a young, contemporary and innovative product but sold at a price above the market average by 26%. The communication strategy seeks to position itself as a qualitative but accessible brand with a trendy proposal.

During the communication campaign of 2010, it needed to reflect its brand attributes with a different event held in Buenos Aires where most of the consumers are and not in Mendoza, home of the vineyards.

The Goal
- Maintaining the position of Latitud 33° in the media as an innovator, a young and a contemporary brand.
- Generate a completely new PR communication stategy in the category.
- Get brand presence in the most relevant media of the country.
- Increase the storytelling of Latitud 33°
- Contribute to the growth of market share

The Strategy
The strategy consisted in inviting journalists from the country's most prominent media to live the experience of dining at 50 meters high, hanging from a crane.

Classified into 4 groups (TV reportes, newspaper journalists, Internet journalist and photo jourmalist), rose to Latitud 33° in the Sky to reflect the story in their articles.

Execution
Latitud 33° led 'Dinner in the Sky' to Buenos Aires so that its consumers live a different and unique experience, always considering its brand values.

"Latitud 33° in the Sky" has been a unique sensory dining experience. Suspended in the air at about 50 meters height, the guests admired the city from another angle enjoying the delicious cuisine by Chef Marcos Zabaleta and the best wines of Mendoza. From up there, they had a view of the youngest neighbourhood in Buenos Aires, a special place where the design and innovation of the modern buildings mix with the calmness of the river and nature.

Supported by a table equipped under the strictest international safety controls carefully handled by a crane of special features, the guests began the ascent preceded by a shower of stars, simulating a takeoff. It was the beginning of the journey to that special and unique place in the middle of the city.

Documented Results
RESULTS:

• 76 articles in the main papers of the country.
• Audience of over 17 million people
• A ROI of more than $2.5 million

The PR campaign together with the general communication campaign of Latitud 33° made the brand market share grow 2% in 2010.