To promote the arrival of the “delightfully peculiar” Hendrick’s Gin, singletons and couples were invited to attend Refined Courtship Clinics in Sydney, Melbourne, Perth, and Adelaide. The Clinics offered etiquette tips on how to attract, or in Hendrick’s terms “woo” potential suitors. The campaign aimed to drive footfall to the Refined Courtship Clinics.
To engage media and create public awareness, Weber Shandwick profiled the Hendrick’s Gin Brand Ambassador, who helped promote the unusual Clinics as a must-go-to destination, across print, broadcast and online outlets. Furthermore, to capture the attention of the typical Hendrick’s Gin drinker, the Sydney team created a wider story around the decline of etiquette and manners.
Weber Shandwick secured 61 pieces of media coverage, reaching over 3.1 million Australians, including a full page feature in Australia’s premier commuter newspaper in three states, and several live radio interviews, all with a direct call-to-action to attend the Clinics. Over 2,500 people attended the Clinics in Sydney, Melbourne, Perth and Adelaide significantly raising awareness of the Hendrick’s brand.