Goal:
Absolut Elyx, the handcrafted luxury expression of multi-award-winning Absolut Vodka, tasked RHC with heightening awareness of The Garden of Elyx as an ultimate destination at Tales of the Cocktail, a top-tier bar industry trade show.
Creative Strategy:
Absolut Elyx is admired globally for its playful spirit and tradition of standing out from the crowd. RHC was a part of the team that brought the garden to life through a robust attendance list and high-end media coverage that ensured that Garden of Elyx is “the” event to attend every Tales of the Cocktail. RHC is proud to be a part of the team integrating Absolut Elyx with the most established and iconic industry figures.
Execution:
- RHC curated top tier media and influencer lists targeting national and local attendees of the Tales of the Cocktail Conference
- RHC secured attendance and hosted VIP trade, media and influencers to ensure key tastemakers experienced the Garden
- RHC developed angles for storytelling pre and post event to position Garden of Elyx as the can’t miss experience during Tales of the Cocktail
- RHC facilitated broadcast segments and arranged one-on-one interviews between target media and the creators of the Garden of Elyx (pre, during, and post event) – the local news station now broadcasts the weather from Elyx House each year
Results:
- Coverage included Forbes, Esquire, Bloomberg, PUNCH, Fox 8 Local, WGNO-TV and Adore
- 370M+ media impressions
- 874K+ social media impressions
- 2,500+ VIP trade, media, and influencer attendees with a line around the block of additional guests each of the three days the Garden was open
- Following a successful first year in 2015, we were brought on again for the next 4 years, to be involved in the ideation and promotion of the activations’ evolving iterations.