Campari
THE GOAL
In September 2023, Negroni Week returned with Campari, Italy’s iconic aperitif. The global charity initiative aimed to raise funds for charities through a series of happenings with bars, restaurants, and retailers. Since its debut in 2013, Negroni Week has partnered with thousands of collaborators raising more than US $4 million across 80 regions globally. To promote cocktail culture while enhancing the public’s appreciation for mixology, the event consisted of various happenings and contests. Voltage X was appointed by Campari to publicise Negroni Week in Hong Kong, fostering public participation while ensuring wide media exposure of this extravaganza.
THE STRATEGY
To drive popularity for the event, Voltage X initiated several media visits to local bars and restaurants, learning about local mixologists’ recipes for Negroni, as well as the history and knowledge of mixology. Catering to the local demographics, our PR team localised global press releases for the local press. We also coordinated with guests and the media at the opening and provided on-site support at happenings.
THE RESULT
With Voltage X’s dedication, the event received more than 60 coverages from 40 publications, achieving impressive results.
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