Spirits

  • D.E.W. and a Brew Cheers!
  • D.E.W. and a Brew Tour
  • Jane Maher on bus
  • Kilkenny City!

Tullamore D.E.W.

Tullamore D.E.W., the world’s second largest Irish Whiskey brand, challenged Magrino to develop a unique PR campaign to amplify Tullamore D.E.W.’s share of voice around the busy St. Patrick’s Day. Leading up to St. Patrick’s Day, Brand Ambassador Jane Maher traveled the country on the “D.E.W. and a Brew” tour, seeking out the best pairings with Tullamore Dew and beer from local breweries. Magrino was responsible for media attendance and coverage in 25 local markets, securing placements in top newspapers, magazines, television and online outlets.  Magrino leveraged the authentic Irish tradition of a “pint and a drop” – or beer and whiskey pairing – to secure feature stories about the tour and Tullamore D.E.W. Magrino used the tour as well as St. Patrick’s Day as news hooks to secure consistent, on-message coverage for the brand throughout Q1.

Magrino secured more than 500M media impressions through 297 print, online and broadcast placements. Press highlights included 16 radio and broadcast appearances, including a national broadcast segment on Fox & Friends where a Tullamore D.E.W. branded bar was on-air for the duration of the 3 hour program, with a 5-minute focused segment on the D.E.W. and a Brew tour and St. Patrick’s Day trivia (a calculated publicity value of nearly $7 million).