Seagram’s Gin Calendar: Promotional Models Campaign

Objective of Seagram’s Gin Calendar Promotional Models Campaign:

Seagram’s produced a 12-month calendar featuring models from various markets and 25,000 copies were shipped to Signature for distribution by our promotional models alongside the consumer giveaways and table setup. Our mission was to re-energize the Seagram’s Gin brand in key markets around the country (Chicago, New York City, Florida, Northern/Southern California and South Carolina) by encouraging content and sharing brand-driven social media initiatives and the #boredwithvodka hashtag. We worked with local market agencies where strong relationships were already in place, ensured consistent execution, and summarized total program billing and results.

Our Approach:

From our Chicago offices, we received all program POS, defined event-level kits, drink recipes and managed staggered launch dates across the 5 markets.  Each market sales manager submitted accounts and scheduling in their own way and all states had varying legal landscapes requiring us to remain flexible and create a process that worked for all markets, sub-contracted agencies and spokesmodels.  The POS items (calendars, shirts, hats, flasks, etc) occupied a supplemental 30’x20’ warehousing space.

Measurable Results:

• Across the summer and early fall, 848 total events were completed with 27,513 consumers sampled and 3,991 bottles sold.
• 32,000+ Seagrams-branded items were put into consumer’s hands.
• Signature staffed select markets directly and also sub-contracted to agencies in markets where local relationships were strong and existing relationships existed. Signature’s ability to manage agency-to-agency relationships as well as staff and execute directly brought consistency and efficiency to the execution of this National campaign as well as allowed for strategic data collection and big-picture analysis.  Agencies were paid in a timely manner and expenses and total program reporting were rolled together monthly for the Seagram’s National Brand Director.