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GREY GOOSE Taste By Appointment

Grey Goose

In order to address consumers’ perception of vodka as a ‘tasteless’ spirit, APR worked with GREY GOOSE to promote a series of cocktail master classes called Taste By Appointment hosted by some of the country’s best-known tastemakers including The Gilbert Scott’s Marcus Wareing, Nobu’s Nobuyuki Matsuhisa and Hawksmoor’s Richard Turner in top venues across London, Manchester and Edinburgh.

Extensive print, online and broadcast coverage was generated via a series of exclusive media introductions to the Taste by Appointment concept.  A series of advertorials featuring the Tastemaker hosts were developed to communicate the Taste by Appointment concept. Third party media, gastronomy and mixology opinion formers were invited to attend sessions and encouraged to spread the word about TBA via their social media.

The combination of editorial, advertorial and third party social media coverage resulted in more than 220 tickets sales at £75 – £150 each, in addition to building brand awareness and GREY GOOSE quality messaging.

GREY GOOSE sponsorship of talk of the town BAFTA after party

Grey Goose

In keeping with tradition, GREY GOOSE hosted the most talked about BAFTAs After Party at 5 Hertford Street private member’s club in partnership with The Weinstein Company.

Guests, including Leonardo DiCaprio, Joaquim Phoenix, Amy Adams, Juno Temple, Quentin Tarantino (winner of Best Original Screenplay at BAFTA), Bradley Cooper and Michael Fassbender, toasted their success with Grey Goose Le Fizz and other Grey Goose Film Award Season cocktails before dancing the night away in Loulou’s night club.

Branded photography and cocktail in hand shots were syndicated on the evening to the world’s media.  A UK coverage total of 81 million OTS was generated from the evening.

Generating Diary Coverage via Celebrity Association & Product Placement

Grey Goose

GREY GOOSE continued their celebration of the best in film by partnering with The Weinstein Company for their annual pre and post BAFTA parties.  Marking the start of the BAFTA celebrations in London, The GREY GOOSE Dinner for Silver Linings Playbook hosted by Harvey Weinstein and Stephen Fry, celebrated the BAFTA-nominated performances given by the movie’s leading actors, Bradley Cooper and Jennifer Lawrence, as well as the film’s nomination for Best Adapted Screenplay.

Held at Little House in Mayfair, guests including Gemma Arterton, Thandie Newton and Gemma Chan, were served the GREY GOOSE Le Fizz and a selection of cocktails from the GREY GOOSE Film Awards Season Collection created by master mixologist Joe McCanta before the dinner.

The event was strategically branded to ensure that event photography featured either GREY GOOSE product or cocktail in hand shots for post event diary coverage.

Luke Irwin Tarantella Collection Launch

Luke Irwin

To celebrate the launch of Luke Irwin’s Tarantella rug collection, APR invited 120 guests to a ‘Celebration of Everyday Italy’ party at the Pimlico Road showroom.  Clive Aslet was commissioned to co-write a book with Luke Irwin which animated the inspiration behind the collection.  The book was unveiled on the evening and guests were served traditional Italian cocktails and artisan pizza from a ‘Well Kneaded’ wagon. The event generated news and diary coverage across national newspapers, consumer magazines and local London media.

Sloane Street Website Launch

Cadogan Estates

To drive awareness of the launch of Sloane Street’s dedicated website and to create engaging content to drive targeted site traffic, APR developed a creative partnership with Harper’s Bazaar to position the site as an international lifestyle portal to the street and its iconic retailers.

The partnership with Harper’s Bazaar, the internationally recognised publication with an established fashion-focused HNW audience, provided creative and engaging Sloane Street fashion content curated by Retail Development Director, Jo Glynn-Smith, driving traffic to the site from the title’s targeted audience.

APR launched the Sloane Street website to key press across property, retail and fashion media with an exclusive event hosted at the much anticipated newly opened Harvey Nichols’ Fifth Floor Roof Terrace, generating highly targeted print and online coverage with an overall OTS of 86,013,921. 

GEOX and Infiniti Red Bull Racing Retail Event Partnership


APR launched a fully integrated PR and social media campaign to support in-store retail activation for global shoe and apparel brand GEOX, with one of their leading retailers, John Lewis on Oxford Street to drive product sales.

As one of the official partners of the Infiniti Red Bull F1 Racing Team, an in-store pop-up event in John Lewis was curated, co-hosted by GEOX and Infiniti Red Bull Racing driver Mark Webber. To animate the experience, consumers raced against one another to achieve the fastest lap on the driving simulators over a two-day period, to win the opportunity to race against Mark Webber. In addition a VIP invitation only event was held after in the GEOX flagship store on Oxford Street to secure one-on-one interviews.

The campaign achieved extensive editorial coverage, social media buzz and word of mouth comment, delivering an increase in GEOX sales by +780%, totaling £11,600 in revenue.

The Gin Garden’s Bombay Sapphire Botanical Experience

Bombay Sapphire

To animate and raise awareness of Bombay Sapphire’s ‘Ultimate Gin & Tonic’ hero serve amongst 25-34 year old optimistic seeker consumer audience, APR facilitated a collaboration between Bombay Sapphire and The Gin Garden, the creators of travelling gin gardens, at The Hoxton Hotel in Shoreditch.

The hotel’s courtyard was transformed into The Gin Garden’s Bombay Sapphire Botanical Experience for one week during the Chelsea Fringe Festival.  The experience transported guests on an imaginative journey of discovery – learning about the intricacies of gin and the opportunity to touch, smell and taste the distinctive botanical ingredients that have been vapour infused to create the unparalleled taste of Bombay Sapphire. Guests were also invited to create their own infused Ultimate Gin & Tonic with infusions and ingredients from Bombay Sapphire’s Ultimate Gin & Tonic Cabinet, engaging consumers in the taste profile of the gin.

Extensive media coverage across consumer lifestyle, regional and online publications was achieved via press launch masterclass event and media relations activity, in addition to third party social media buzz via bloggers and consumers attending the week-long experience.

Bombay Sapphire Ultimate Gin & Tonic Studio at The Hoxton Hotel

Bombay Sapphire

To engage and educate 25-34 year old optimistic seekers on why Bombay Sapphire makes the Ultimate Gin & Tonic, and to generate editorial coverage in continued support of the campaign, APR worked with the Hoxton Hotel to run a series of interactive ‘Bombay Sapphire Ultimate Gin & Tonic Studio’ workshops in the newly refurbished Apartment Kitchen.

Showcasing Bombay Sapphire’s ‘botanicals to bottle’ story, brand ambassador Sam Carter took guests through the intrinsics of the gin – exploring each of the ten exotic botanicals and unique vapour infusion process. Attendees learnt how to make the Ultimate Gin & Tonic and created their own personal twists in the interactive masterclass.

The activity generated social media buzz and extensive editorial coverage, with strong brand messaging throughout.


A Cultural Afternoon Infused with Imagination

Bombay Sapphire

To continue to drive awareness and engage consumers in the Bombay Sapphire ‘Infused with Imagination’ campaign platform, APR facilitated a partnership with Sunday Wise, the cerebral Sunday lunch experience, to create a series of cultural afternoon events in the exclusive surroundings of The Club at The Ivy.

Attended by over 900 guests overall, the series of events spanned the worlds of art & design to film and science, with an eclectic mix of speakers, poets and musicians entertaining those ‘who like to think while they drink’.

Press reviews and editorial coverage was generated throughout the programme, promoting each event and the overall partnership.

Claudia Sebire Celebrates 25 Years

Claudia Sebire

To celebrate 25 years of success in the fashion world, Claudia Sebire, the luxury Chelsea boutique, partnered with German label Strenesse to create the limited edition ‘Claudia’ cavallino skin handbag. APR initiated and implemented a media relations PR strategy to generate editorial coverage around the launch and liaised with the industry’s leading opinion formers, gifting several with the handbag. The activity resulted in quality product placement coverage and news pieces throughout long lead, regional and online media.

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