We helped turn ‘The Pearl’, a former warehouse district turned ritzy-neighborhood, into a destination for beer enthusiasts utilizing a simple, no bullshit form of brand communication.
Developing the brand and marketing strategy for an inaugural beer festival in the land of beer is no easy task. Keeping the interests of the community organizers and independent business owners in mind, we constructed a clear and actionable plan to raise awareness of the first time brand and drive consumers to the event.
Our strategy was to keep the messaging and content as clean and clear as possible, concentrating on the beer first and the destination second. We positioned the festival to be a cleaner and more accessible experience that offered an exclusive but open beer experience. We designed a simple brand identity that communicated product and place, along with social and editorial content that communicated the levity of the event. We then leveraged the combined networks of our strategic partners along with earned media to promote four never before tasted beers specially brewed for the event. Highlighting the experience with a crafted press junket for press and top influencers within the beer world to disseminate the message organically.
The result was hugely successful. Surpassing all expected numbers and resulting in a continuation of the program.