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FOOD - DRINK


Media relations

MALONGO – LOS CAMINOS DEL CAFE, CUBA

CHALLENGE

Cover « Los Caminos del Café » – an eco-touristic circuit around coffee in Santiago de Cubathe hills

ACTION PLAN

PRESS TRIP:

  • Emphasise a tailor made approach to obtain substantive papers around the brand and its initiatives
  • Have the journalists experience the coffee circuit through a 5 days press trip in Cuba with the attendance of Malongo CEO and his teams
  • Meetings with the cooperative producers
  • Invitation of two freelances writing for powerful media (clippings negotiated prior to the trip and approval before publishing): Le Figaro and L’Obs to write reports about « Los Caminos del Café »

RESULTS

  • 2 attending journalists
  • 7 clippings: 1 double page spread in L’Obs / Nouvelobs.com, 1 page in Le Figaro / Lefigaro.f, 1 page in Challenges / Challenges.fr, 1 page in Le Quotidien du Médecin