How we did it

To raise awareness and drive entries of the most historic competition of its kind in the world, we took an integrated approach, combining media relations as well as social media and traditional media buying on an international scale.

To ensure a steady stream of coverage was secured pre-awards in worldwide trade publications, we started our press activity early and created a series of press content, ensuring all information was new, relevant and engaging.

To amplify the activity and ensure we were reaching our key audience of those in the brewing and cider-making trade, we ran a series of paid social activity and digital ads.

The results

We secured over 200 pieces of coverage for the Awards from countries across the globe including Japan, Malta, Australia, Russia and the UK – and importantly we increased the pre-winner’s announcement PR coverage from 13 to 91 pieces.