Legacy by Angostura
This campaign of creative DM and PR achieved more than ten times the impact of an equivalent advertising spend.
Achieving over sixty pieces of coverage – including 26 syndicated radio interviews, articles in one national and five state newspapers, as wells as coverage in men’s magazines, trade publications, websites and blogs – this campaign generated over 22.7 million impressions, outperforming an equivalent advertising spend by over ten times.
The Business Need
Despite being part of the world’s most awarded rum range, Angostura Premium Rums were little known amongst rum drinkers and the bar trade in Australia.
Putting Creativity to Work
We used the release of the $25,000-per-bottle “Legacy by Angostura”, the world’s most expensive rum to create a halo effect for the Angostura premium range. We used a high-impact direct mailer to engage journalists in the story – sending them a $200 bottle of rum, which turned out to be the size of a perfume sample – before fleshing out the story with a comprehensive media pack, microsite and an invitation to meet and interview the rum’s creator, Angostura master distiller John Georges.