One of the largest American-owned companies in the wine and spirits business, Brown-Forman Corporation, trusted Axia Public Relations with its Southern Comfort brand for building momentum for one of the largest college football rivalries in history, formerly called “The World’s Largest Outdoor Cocktail Party.”
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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