Lūla Rum
Media Event Campaign
The primary aim was to introduce Lūla Rum and its founder Jesse Stowers to essential local media outlets, cultivating enduring relationships and building brand recognition for future consumer-targeted PR efforts. The goal was to create compelling content that not only showcased the Lūla Rum lifestyle and product, but also highlighted its versatility.
Key performance indicators (KPIs) for the initiative included:
• hosting a minimum of five media publications
• achieving social media coverage in at least three publications
• securing positive guest feedback
• forging new media relationships for Jesse Stowers, and effectively positioning Lūla Rum as a market leader.
The Challenge
We Are Brooklyn delivered on all fronts. We designed all event collateral, including menus, marketing material, signage, and invitations; curated a list of key media and managed RSVPs; created reels that captured the brand essence during the event; developed a detailed photography brief to guide creative content; collaborated with influencers on post-event content; crafted talking points for the event and managed all conceptualisation and planning.
The Approach
Post-event, Lūla Rum successfully achieved coverage across a variety of digital and print publications, effectively meeting the KPIs and enhancing the reach of Lūla’s brand awareness and authority.
With features in The Weekend Edition and The Courier-Mail’s City Beat, which was then syndicated across the network, Lūla accumulated 13 media mentions and a total reach of 11M+.
This was complemented by user-generated content from influencers and guests, many of whom continued to feature Lūla Rum on their social media platforms.
The Impact
Found in the cocktail lists of Queensland and New South Wales venues and the shelves of Dan Murphy’s and BWS, Lūla Rum is a female-forward dark liquor that is matured to perfection in American Oak Barrels and distilled using the finest South Pacific sugar cane available. It is a light-bodied white rum that captured the hearts of discerning connoisseurs, earning itself the prestigious Silver Medal at the World Spirits Awards 2022.