PR-­‐project«Mistery  Jounalist»

our  task:

Maximize  the  PR  effect  from  the  launch  of  quality  control  program  in  HoReCa

by  «Alivariya»  beer

media  audience:

journalists of mass public media  

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Men  Women    vs.

our  challenge:

dominant  female  audience  does  not  consider    beer  quality  -­‐  to  be  an  

important  topic

our  solu3on:  

before  holding  a  press  conference  we  decided  to  engage  most  influenEal  journalists  into  the  subject  by  a            

non-­‐standart  acEvity

our  idea:  

to  give  jounalists  a  role  of  a  «MISTERY  SHOPPER»    

invita3on:

Journalists  received  a  postcard  in  the  form  of  laptop:

You  are    invited  to  special  team  of  quality  assessmentYou  are  the  first  member  of  a  journalisEc  invesEgaEgaEonThe  mission:  to  see  how  quality  standards  of  "Alivariya"  beer  are  kept  through  all  the  way    to  the  consumerBe  careful:  the  smallest  details  maNer!And  remember:  no  one  else  should  know!  Good  luck!

Mission  «Quality»

task:

Journalists  who  have  confirmed  their  par3cipa3on  via  e-­‐mail  received  puzzle,  that  gave  a  clue  (name  of  cafe)  as  a  star3ng  place  of  the  mission

«Библос» «Эль-Помидоро» «Иль-Патио»

mission:We  have  split  journalists  into  3  teams.Each  team  was  to  visit  3  HoReCa  insEtuEons.

Everyone  has  received  props  for  evaluaEon:  •a  card  with  criteria  •alcohol  thermometer  •a  ruler  to  measure  the  height  

of  the  foam  cap.

Journalists  under  the  guise  of  ordinary  customers  ordered  beer  Alivariya,  studied  it  and  gave  their  es;ma;onThey  were  accompanied  and  trained  by  representa;ves  of  the  plant

mission:

results:The  parEcipaEon  of  journalists  in  this  unusual  acEvity  not  only  created  addiEonal  interest  to  the  press  conference,  but  it  was  the  subject  of  many  publicaEons  itself

results:

28  from 34 invited  ediEons,  aNended  the  press  conference  (iniEally,  for  a  

such  informaEonal  cause  the  turnout  was  esEmated  at  50-­‐60%)

29 free  publicaEons  on  the  program  of  quality  control  of  beer  Olivaria  in  HoReCa

9 of  published  arEcles  have  been  devoted  directly  to  «Mistery  Journalist»  acEvity

publica3on  examples:

thank  you  for  aCen3on