Campari is a drink that had lost popularity as an appetiser brand over the years. It has to compete with, among others, the success of champagnes and sparkling wines. The brand had also been somewhat neglected PR-wise over the past few years. Campari asked RCA to change this. The first objective was to put Campari back on the map, both among the press and the end user.
RCA developed an interesting PR programme: a luxurious press kit as a result of the 150th anniversary of the brand and a press trip to Milan, the birthplace of the appetiser and Campari. 5 top journalists from the drinks segment were also present. Each year, Campari introduces its new calendar during a stylish red carpet event in Milan before the international press. RCA made sure that one of the Belgian journalists had the honour of personally interviewing Benicio Del Toro, the central star of the 2011 calendar. Naturally, we also announced the calendar through a press release and it was used as a tool for exchange deals and reader competitions.
Apart from these fixed moments of communication, RCA also gives ad hoc communication advice. We also follow up editorial calendars and current affairs, in view of offering interesting PR opportunities.
RCA generated quite a lot of press and public attention with its PR activities for Campari. Around 30 articles appeared in the lifestyle press as a result of the ‘150Y Campari’ press kit. In addition, several extensive articles (1 and 2 pagers) were dedicated to our press trip to Milan.
