Toasting Nightlife Influencers with Remy Martin Ringleaders
The Challenge
Launch “Remy Ringleaders,” a consumer engagement and experiential event series celebrating the influencers that drive nightlife culture.
The Strategy
- Leveraged live performances by Remy Martin brand ambassador Robin Thicke to engage consumers and drive celebrity and media attendance at Ringleader events across seven markets.
- Creatively positioned the New York City event as Robin Thicke’s Birthday Bash, where PR Noir wrangled a chart-topping R&B singer to give a birthday tribute to enhance the event’s PR value.
The Results
- Increased celebrity and media attendance in all seven markets by 90 percent, leading up to the finale event, Robin Thicke’s birthday bash in New York City.
- Increased brand awareness and earned media for Remy Martin by over 180 million media impressions, resulting in an increase in quarterly product sales by 60 percent.
Industry/Sector:
Spirts, Entertainment & Hospitality
Service:
Media Relations,
Celebrity Procurement
Client: