Miracle Pop-Up

ABOUT THIS PROJECT

CATEGORYWine & Spirits

SITUATION

Beginning as a single pop-up Christmas bar in 2014, the concept of Miracle has expanded rapidly over a five-year period. The company enlisted Magrino to raise awareness nationally as well as regionally, helping to build momentum for new locations to join the franchise in years to come.

STRATEGY

Magrino utilized its strong media relationships across national, regional, and broadcast outlets to share Miracle’s story throughout the country. Magrino leveraged brand assets, including cocktail recipes and imagery, and had key franchise spokespeople engage with media over the course of the campaign, leading up to the opening of all Miracle locations on Black Friday. Magrino hosted on-site media experiences at the New York City locations, and coordinated targeted press and influencer gifting with the unique Miracle glassware. Extra emphasis was placed on local locations that did not have their own PR support, with Magrino acting as de facto agency for these partners during the campaign, so that each could be deemed a success.

SOLUTION

Magrino has secured more than 1.1 billion impressions in top-tier national publications such as Saveur, Town & Country, USA Today, Travel + Leisure, Time Out, Refinery 29, Crain’s, and Forbes, including a national broadcast segment with head bartender Nico de Soto on Late Night with Seth Meyers. With a focus on regional outreach, Magrino also secured coverage for all U.S. Miracle locations ranging from larger markets such as Atlanta, Boston, and Chicago to secondary markets such as Asheville, NC, South Bend, IN, and Providence, RI.