DFS Masters of Wines & Spirits

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The Brief

Masters of Wines and Spirits (MOWS), one of the most celebrated and revered events in the wine and spirits industry, returned to Singapore to host its seventh event in March 2018. On display were 120 masterpieces from 60 of the world’s most legendary wines and spirits houses. The event included a series of masterclasses with some of the most influential distillers in the industry, as well as a panel discussion session, open tastings and the much-awaited gala.

The Strategy

Accela assisted to raise the profile of MOWS through the distribution of a pre-event press release and an interactive media invite drop to evoke excitement and raise awareness of the event. Ahead of the MOWS, Accela pitched and secured interviews for DFS spokespeople and brand ambassadors, as well as media RSVPS for the brand masterclasses and gala event. A post-event press release was distributed, as well as continued pitching to secure additional coverage with top-tier publications.

The Results

Accela secured a total of 238 stories and a PR Value worth S$566,819, with 94% of top tier media featuring MOWS in one or more stories. Of the coverage, 9 profile pieces were written and 10 international outlets picked up the news.