Estes Public Relations’ ability to secure unique marketing and public relations opportunities for their clients has resulted in media relations projects from promoting a $1000 Mint Julep to assisting a client in promoting a long awaited consumer seafood division. Click on the tabs below read several case studies.
In the late spring, Double Doors Racing approached Estes Public Relations in hopes to promote the story behind their Kentucky Oaks contender Chocolate Martini. Chocolate Martini had been claimed in February for only $25,000 (A bargain in the horse racing world), and had showed tremendous improvement since her claim. She won the G2 Fair Grounds Oaks in late March and sealed her ticket to the Kentucky Oaks on May 4. Estes Public Relations worked with the Chocolate Martini team to tell the horse’s story to both trade and mainstream media. In addition, they worked on negotiating sponsorships for the horse and supported the thoroughbred community by sharing how Double Doors Racing planned to give a portion of Chocolate Martini’s Oaks earnings to the Retired Racehorse Project and Backside Learning Center. The Estes team was on the backside every morning for the week leading up to the Oaks to assist with radio and TV appearances. The team also created a Facebook page and Twitter for Chocolate Martini which gained 163 followers on Facebook and 131 followers on Twitter in less than 6 weeks.
Some coverage highlights for Chocolate Martini included:
- ESPN Radio
- Derby City Weekend
- Southern Weekend
- WAVE 3
- WHAS 11
- FOX 8
- America’s Best Racing
- Horse Nation
- Paulick Report
- Thoroughbred Daily News
BOURBON BARREL FOODS
Chef and owner Matt Jamie created a line of products using flavors native to Kentucky, with an idea that had global appeal. EPR designed a series of product launches to introduce the brand to consumers and the media on a national scale. The campaign garnered coverage in such publications as Bon Appétit, Saveur, Food and Wine, Midwest Living, Martha Stewart Radio
, and The New York Times
. Bluegrass Soy Sauce went international when Estes Public Relations worked with a Japanese food publication on a feature article. The demand for BBF and BSSC products has expanded from the local Louisville market to include distribution in the Northern California and mid-Atlantic regions. The products are available in New Jersey, Pennsylvania, Delaware, Maryland, Virginia, West Virginia, Ohio, Kentucky, Indiana and Tennessee.
HONOLULU FISH COMPANY
Honolulu Fish Company (HFC), a highly-regarded seafood distributor providing over 30 types of Pacific water fish to top chefs, has long wanted a consumer seafood division. Beginning in spring 2014, Jamie worked with her team to make it happen. The campaign’s primary goal was creation of a new consumer website, followed by initiatives to garner national press exposure for the site. Jamie oversaw her website development team as they created a site to meet the client’s goals. A key element was an online Ahi Club to peak consumer interest to purchase the company’s outstanding Hawaiian tuna. Jamie executed a New York City media tour for the HFC owner including desk-side meetings with national media and a seafood press luncheon. Since late June, campaign efforts garnered national press from The New York Times
, Food & Wine
, Bon Appétit
and Heritage Radio Network. 200 people joined the company’s Ahi Club (launched late Sept.) to receive special offers and discounts on their seafood. The website is now averaging 30 consumer orders a week. Social media successes include 134 new likes on Facebook, 66 new followers on Twitter and tweets from Food & Wine, UPS and Heritage Radio since June. The client was so pleased with the results, we are launching a wholesale website January 2015.
For the 8th annual promotion, Woodford Reserve enlisted EPR to help take their unique $1000 mint julep cup program to the next level. EPR evaluated the target audiences and put together a plan that included booking regional television segments in key markets, expanding media reach to include a wider range of journalists, and meeting with writers one-on-one during a media tour in New York City. Morning show television spots highlighting Woodford Reserve’s exclusive products were booked in Birmingham, Ala., Kansas City, Mo., St. Louis, Mo., Cleveland, Oh., and Indianapolis, Ind. EPR secured online articles with Saveur and Elite Traveler in advance of the promotion launch during tasting events at each publication. Additional coverage from an organized media push resulted in web mentions with Food Arts, The Local Palate, Chilled, Esquire and other spirit and lifestyle blogs. EPR worked with The Wall Street Journal and Market Watch to create a video segment that was syndicated across multiple web platforms featuring the Woodford Reserve $1000 mint julep and an interview with master distiller Chris Morris.
COPPER & KINGS
Soon after beginning production at their modern distillery in early 2014, owners of Copper & Kings hired Estes PR to promote the launch and distribution of their American brandy products. EPR outlined media targets with the C&K team and worked to build awareness of the brandy locally in Louisville and in each new distribution market through trade and consumer media. This included a grand opening press conference drawing all 4 local TV stations and leading to a nationally syndicated Associated Press
story. Now available in 10 states, the spirits brand gained momentum with distributors through mentions in publications like Imbibe
and saw increased traffic for tours through stories in Nashville Lifestyles
and Kentucky Monthly
. A targeted media tour is scheduled for the brand owner next week where he will travel to New York City with members of the Estes PR team to meet one-on-one and conduct tastings at The New York Times, Men’s Journal, Food & Wine, Market Watch, Town & Country
and Men’s Health
magazines as well as appear on Bloomberg TV. Plans for 2015 include coordinating press events in key markets, launching 4 new products and continuing momentum with additional local and national media.
THE BROWN HOTEL
Estes PR launched a campaign celebrating the “Hot Brown” which was created at the Brown Hotel and has become a regional food icon. Coverage included the NBC Today Show, the Discovery Channel, Saveur, The New York Times Style Magazine, Los Angeles Times, Southern Living, the Louisville Courier-Journal, EveryDay with Rachael Ray, Gourmet, USA Today
and NWA World Traveler.