To launch the holiday cups and drinks, Starbucks Canada was looking for a PR strategy that would sustain excitement throughout the campaign period. As their Western Canada agency partner, we executed a media and online campaign that included a series of well-timed events and announcement, media pitches/alerts, gift card distribution, TV placements, and product drops with our agency partners across Canada.
Over 125M impressions were garnered across Canada including coverage featuring Starbuck new holiday cups, seasonal drinks and holiday merchandise. The campaign generated over 300 pieces of media coverage from November 1 to December 31st in print, broadcast and online mediums. Over 400 pieces of social media coverage were posted resulting in over 25M public impressions.