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Crafting PR coverage

Posted by Lianna LeMay

SOUTHERN COMFORT                                                                                                                                                                                                   


Southern Comfort hired Axia to promote its brand for “the world’s largest outdoor cocktail party.” Axia secured Southern Comfort’s celebrity chef placement on television, radio, print, and online media, as well as promoting Southern Comfort’s Tailgate Zone event. Axia’s efforts reached more than 432,000 consumers in just two days.


Axia positioned Tim Laird, Southern Comfort’s celebrity chef and “America’s Chief Entertaining Officer,” as a subject matter expert on tailgating and football fare, earning coverage for the brand through northeast Florida and southeast Georgia media outlets for the week leading up to the Florida-Georgia rivalry football game in order to promote its Tailgate Zone at the event. Over the span of two days, Axia placed Tim Laird on television, radio, print, and online media, as well as promoted Southern Comfort’s Tailgate Zone event on the Saturday of the rivalry matchup. In only two days’ time, the PR campaign reached more than 432,000 consumers, which Southern Comfort’s global PR manager deemed a success.


Earned Media Coverage


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Topics: media relations, consumer goods, thought leadership, food beverage, medium companies, private companies, B2C, travel

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