Zacapa Ultra-Premium Rum
“Building Global Media Bureau”
When Diageo entered into a marketing and distribution agreement in 2008 with Zacapa rum from Guatemala, IdeaZeit was invited to work on the initial PR elements and arrange the first-ever media trip to the country. Working closely with the global brand team, a complete program was developed with the theme of “above the clouds” in keeping with the brand’s unique high-altitude aging process. Our design team created premium materials including stationery, press kit and branded gifts aimed at underscoring the Zacapa provenance and premium status.
The brand was launched with a once-in-a-lifetime media visit to Guatemala which included private helicopter transfers, luxurious accommodations and an “above the clouds” gala dinner with the brand’s Master Blender Lorena Vasquez, one of the few women in the field. IdeaZeit served as executive producer for this visit to ensure all aspects reflected the luxury of the brand.
Then, in 2010 IdeaZeit was proud to be chosen to create a Global Media Bureau to better manage the worldwide reach the brand had now achieved. We created a brand new PR toolkit and devised efficient methods to keep the entire global community in contact, along with celebrity outreach, including a private event hosted by Oscar-winner Adrien Brody. We created an internal newsletter as well as a platform to coordinate Familiarization Trips from all the markets around the world to Guatemala along with organizing Master Blender Lorena Vasquez’ in-market visits. In addition, we manage the brand’s official Facebook page and measure Zacapa’s global media performance: This involves preparing a full clippings report, evaluation and analysis of key performance indicators such as ad equivalent value, impressions, key visuals and total placements on a global level. All results are presented in a quarterly report as well as in a full financial year review. We serve as the key contact for PR managers and agencies in over 40 markets and we also coordinate tastings and events taking place in Miami.
