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Study - FOOD - DRINK

CHAMPAGNE RARE LE SECRET X MELLERIO

Media and influencer relations

Challenge

Create a buzz around the launch of Rare Le Secret, a limited-edition champagne, in combination Mellerio jewellery, targeting luxury and wine industry media.

 

Action plan

  • 2 intimate lunches at the Mellerio boutique with 10 journalists invited to each event, one targeting wine journalists and the other targeting jewellery and luxury journalists
  • 2 press trips and 5 interviews for TV, radio and written press
  • Media coverage of the “Rare Champagne” exhibition at Galeries Lafayette, with journalists and influencers in attendance

Results

  • 150+ clippings with a cumulative audience of 64 million, in publications including Elle, Le Monde, Le Point, Vanity Fair and Le Figaro Magazine
  • A cover story in En Magnum, double-page spreads in Gala and Paris Capitale, and TV coverage in BFM Business
  • A report on the champagne house by The Socialite Family