DFS Craft Festival

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The Brief

In celebration of all things craft, DFS Group, the world’s leading luxury travel retailer, hosted its first-ever Craft Festival at Singapore’s Changi International Airport. Taking place for six weeks from September – November 2018 across Terminals 1, 2, 3 and 4, the festival provided travelers with an opportunity to taste and engage with 73 craft gin, whisky and beer brands, as well as meet with specialist craft distillers from around the globe.

The Strategy

Accela hosted a kickoff event for media and KOLs to explore the Craft Festival throughout Changi Airport, with visits to key brand representatives at each terminal over the course of an afternoon. Following the launch event, Accela developed and disseminated a master press release announcing the 2018 festival to a wide variety of consumer lifestyle and trade media. Accela pitched and corresponded with media to facilitate access to weekly weekend tastings with brand partners and provided event details, photos and quotes from key spokespeople.

The Results

Accela secured 118 pieces of coverage during the six-week festival, with a PR value of over S$1 million.