East Imperial Gin Jubilee

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The Brief

Now in its sixth year, East Imperial Gin Jubilee returned to six markets across Southeast Asia in 2018. First launched in Singapore in 2013, the distinctively Asian tonic water brand has since grown the multi-day festival into a yearly affair, enlisting the best gin brands, bartenders and their bars, and gin lovers to its cause.

The Strategy

Accela developed and disseminated two overarching press releases for the 2018 festival (regional schedule and annual wrap-up), as well as local release for each of the six markets visited. Accela pitched and corresponded with media to facilitate access to key events and provided event details, photos and quotes from key spokespeople.

The Results

Accela secured 188 pieces of coverage during the 2018 festival, with pickup in Kuala Lumpur, Beijing, Shanghai, Hong Kong, Shenzhen and Singapore. Media impressions exceeded 285.5 million, with a PR value of over S$1 million.