Martell Cognac, the oldest of the French cognac houses, was looking to build significant brand awareness surrounding its Canadian re-launch in Fall 2016
DECK developed an overarching PR strategy and on-brand programming to generate brand awareness for Martell Cognac and to engage Canadians in meaningful ways. DECK targeted influential Torontonians and tastemakers, as well as top-tier spirits and lifestyle media, through multiple events and initiatives including an interactive, 300-person cocktail event held at The Fermenting Cellar in November 2016.
Since DECK announced Martell Cognac’s official Canadian re-launch via press release in September 2016, DECK has secured over 16 million national impressions as a result of ongoing media relations, press release creation, press kit distribution, proactive pitching, brand partnerships and a series of targeted events which will continue into 2017.
Martell Cognac has been mentioned and featured in top national and local publications including Toronto Star, SHARP, Quench, CityLine, Metro Canada and Marketing Magazine.
18 short lead stories, 5 long lead stories, or, 23 and counting