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Market: Boston Brand: Peroni

Activity Name: Timeless Tuesday Summer Fashion Show SeriesDate: June thru August

Submitted by: Gianni Mazzotta

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Objectives and Measurements

Objective Measurement

1. To gain new target account placement in Gold account.

• Gained first placement of Peroni in The Langham hotel in Boston, have made effort to help carry this success to other Langham hotels around the country.

2. Drove incremental sales by implementing Peroni Aperitivo before fashions shows, every Tuesday.

• Since this is a new account placement, no data to support increase in sales in comparison to last year.

3. Highlighted the brand in association with fashion and food pairing, in high end establishment.

• Promoted through social media with pictures of high end fashion and promotion of the Aperitivo.

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Description of Activity

• Developed Peroni Aperitivo program in partnership with BOND at the Langham Hotel to drive incremental sales of Peroni before the Timeless Tuesday Summer Fashion show series

• The Aperitivo program consisted of the following:– Aperitivo choices developed in conjunction with the head chef of the

restaurant.– The program was advertised via email to their and mine VIP list, as well as

facebook groups of the restaurant, model agency, photographers, and also promoted on-site via table tents in the bar and on tables.

– Pricing – customers purchasing a Peroni would pay the normal price of $6, but would receive a complimentary small plate of appetizers with their purchase

– The program ran from 4:30-7:30pm Tuesdays from June through August– Brand POSM supplied:

• Peroni Gobo light display of logo during Aperitivo and Fashion shows• Stand up Banners displayed • Peroni table tents• Peroni videos displayed on TV

• Total cost of the program: $1500 (in Aperitivo bar spends and case donations)

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What worked• Promotional pitch– The pitch of the

Aperitivo promotion gained entry into account, allowed me to show support and get to know bar staff.

• The Aperitivo table tents, gobo light and stand up banners, gave Peroni a lot of presence at account and increased brand recognition amongst fashionistas and high end clientele.

• VIP hour before shows for friends of the designer.

What didn’t work• Felt that this type of high end crowd did

not care much about a promotion, as money was not much of a concern for them.

• The aim of the Aperitivo was to try to get a crowd in early before the show, however it seemed this did not have as much pull as hoped for. In the future I would have the Aperitivo go throughout the fashion show as well as afterward.

• The VIP hour before the show worked well, however was late in developing.

Learning

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BOND at the Langham HotelTimeless Tuesday Summer Fashion Show Series

Boston, MAGianni Mazzotta

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BOND at The Langham Hotel

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Promotional Flyers, highlighting different designer every week

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• Visited the account on sales call with distributor sales rep.

• Used IPad app, showed manager Peroni video. Left samples.

• In brief discussion she mentioned her plan to create a Summer Fashion show series.

• Wrote follow up email proposing Aperitivo idea and offering support for a launch party.

• She loved the idea..!

• New Peroni target account gained and named official sponsor of the Fashion show series!

• Minimal investment of Aperitivo promo ($50 to $150 per show, plus a total of 10 cases donated for VIP receptions before shows)

• Potential to gain Langham Hotel placement of Peroni in other cities as well..!!

Story of Sponsorship

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Peroni Fiat Presence

• Presence of the Peroni Fiat always adds a great dimension to the events.

• Guests and passersby take pictures and it puts a smile on faces seeing it!

• Leaves lasting impression of Peroni in the memories of attendees.

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Aperitivo Peroni!

Aperitivo Peroni conducted before each show from 4:30pm to 7:30pm

This was able to generate some

new trials of Peroni, as well as to promote

the menu.

Guests just coming in for a couple beers

after work may have never tried

the delicious food before..!

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VIP Hour before the show

• In addition to the Aperitivo before the shows, in the development of the events, we introduced a private VIP reception for an hour before the show for friends of the designer and offered complimentary Peroni!

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Aperitivo & VIP reception before the shows!

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VIP reception before the show..!

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Professional photos being taken before show

Perfect alignment

with Peroni Brand!

Brought the brand to life!

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Effortlessly Stylish

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Authentic

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Timeless

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Iconic

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Passionate

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Confident

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Understated

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BOND at The Langham Hotel

Brand exposure to thousands and many new trials!

Brand association with fashion, food, class, and style!

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Timeless Tuesdays

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Ciao belli..!Ciao belli..!