DISARONNO, TIA MARIA, THE BUSKER: THE NUMBERS OF A SUCCESSFUL YEAR IN PR
In 2022, the PR communication strategy of the Disaronno, Tia Maria and The Busker brands was characterized by a series of activities unfolding both on traditional channels and on digital platforms, synergistically coordinated between the various local markets and a global strategic approach.
Disaronno’s PR strategy saw, on the one hand, a primary focus on the Disaronno Velvet Summer theme and the launch of the Velvet Batida cocktail, in particular in United Kingdom, Italy, Benelux and France; on the other hand, a series of local activations and a focus on Original Disaronno and Disaronno Fizz, for a total of over 541.400.000 viewing opportunities collected throughout the year.
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The positioning approach for Disaronno Velvet in the summer took the form of a diversified PR strategy by the press office to obtain visibility in the main consumer lifestyle magazines via the gifting of a PR couvette to journalists and influencers and events in Italy, Netherlands, Belgium, France and United Kingdom. A strategy that has led to 54.5 million OTS (opportunities to see) and 2.8 million Influencer Impressions as well as a positive response to the new Velvet Batida cocktail. In the Italian, French and UK markets, the scheduling of press releases in generalist and specialized magazines also generated 132.000.000 OTS, focusing both on Disaronno Originale and Disaronno Velvet at different times.
Many other PR activities were organized overseas and in the rest of the world, both for Disaronno Originale and for Disaronno Velvet, with a focused, tailored approach. The US campaigns featured Disaronno Original, Disaronno Velvet and Disaronno Fizz, gaining over 274.000.000 OTS in press releases and 9 million views through influencer partnerships for gifting activities over the year-end holiday season.
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OTS in USA in press releases
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views through influencer partnerships
Canada, Japan, Mexico, Peru and Australia campaigns complete the global PR panorama for Disaronno with Australia in particular providing 31.8 million OTS and 29.4 million Influencer Impressions, thanks to numerous initiatives such as the partnership with Guestland, Australian Fashion Week and invitations to film premieres.
TIA MARIA
Tia Maria‘s PR communication strategy involved the countries of greatest distribution for the Illva Saronno coffee liqueur: Australia, United Kingdom, Netherlands and Canada, with a total of 118.553.232 OTS.
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In the United Kingdom the partnership with popstar Mae Muller has generated great engagement among users, thanks to the contents created with her collaboration and at the London Party Event in December 2022, where she performed a private concert for followers of Tia Maria, Influencers and Journalists. Mae Muller will represent the United Kingdom at the next Eurovision Song Contest 2023, due to her ever-increasing public success.
In the Netherlands the social strategy mainly involved the holiday periods, with a focus on Tia Maria Matcha for the Easter holidays and on flagship cocktails Matcha Tini and Tia Espresso Martini for the Christmas period.
Finally, Canada strategies favored Tia Maria Matcha and Australia leveraged the positioning of the Two of a Tini concept with two important events in Melbourne and Sydney, which generated over 78 million views.
THE BUSKER
In 2022 The Busker PR strategy focused on the US and French markets. In both, The Busker organized press presentations and masterclasses with the aim of attracting trade journalists. At the same time, in the United States, the participation and involvement of local influencers and journalists in the Whisky-X events in the cities of Chicago, Austin, Denver, Houston, Atlanta, New York and Miami, made it possible for the brand to reach new consumers for a combined total of over 327 million OTS in the two aforementioned countries.
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Involvement and experiences in line with the positioning of the brands: these are the strengths of Illva Saronno’s PR strategy, which for 2023 envisions many more communication activities aimed at increasing the notoriety of the three leading brands: Disaronno, Tia Maria and The Busker.
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