Portray the brands mischievous, partying and irreverent personality through PR hijacks by piggybacking on the news agenda using the brand character, Captain Morgan
- Forget Grafton Street’s Christmas Lights ceremony, Captain Morgan created a unique lights ceremony that got media and people talking
- Media were invited along to his ceremony and party where he lit up the Jeanie Johnston with Christmas lights
- Created social conversation with bespoke Christmas party hats created for media and online influencers
- Created a hashtag #CaptainXmasLights which was shared via twitter promoting the event
- Party hats showed up at various locations across Ireland heralding the start of festive party season
- We specially commissioned a Christmas lights dress for his newly recruited Morganette, model Georgia Salpa, who Captain also ‘switched on’ as another unique hook for media
- Over 20 pieces of national print and online media coverage including 80% use of branded image.
- Twitter hashtag reached over 245,000 people via twitter mentions.
- Over 70 media attended the party and lights ceremony.