Situation

For Día de Muertos 2016 and as part of its campaign for that holiday,  Cerveza Victoria inaugurated the Victoria Legends Hotel (a kind of NY's Sleep No More style setting, where 3 Mexican legends are represented) and we collaborated in its media amplification. For the 2017 edition of the Hotel, Victoria asked us to develop its whole PR & communication strategy.

Solution

We presented 3 creative ideas to generate content and promote the Hotel Bar which was the great news with respect to the Hotel’s previous edition. We wrote 3 press releases with 3 different approaches to the news of the reopening of the Hotel, including differentiated information for Lifestyle, Entertainment and Business & Marketing sections. We devised an opening event where at the time of accreditation journalists were differentiated with bracelets in different colors according to the section that he/she belonged to. Thus, we delivered the corresponding press kit and made it easier for Victoria spokespersons to recognize and give the appropriate key messages when interacting with the press. We put together a comprehensive Q&A for the spokespersons and wrote the script for the presentation of Victoria’s host.