Overview
First created as a gift for Her Majesty Queen Elizabeth II on the day of her Coronation, Royal Salute Scotch Whisky has marked every milestone in the British Monarch with rare, limited-edition bottle releases. When the Global team set their eyes on making its royal debut in the U.S. market for two big launch moments, they sought out Magrino to strategically launch their brand, and its newest expressions to the US Luxury consumer.
Our Solution
Magrino planned and hosted two unique experiences for luxury media and influencers in the U.S., including a Media Press Trip to Westminster Abbey in London, and a once in a lifetime experience for luxury lifestyle influencers and press at the Royal Salute Polo Edition launch in Palm Beach, where the Duke and Duchess of Sussex were both in attendance. Both experiences offered first-hand access to key stakeholders and partners that made the launches possible, immersing them in the history of Royal Salute and what the future has in store. These experiences integrated key brand moments, ensuring a robust line of press coverage and social posts were lined up for impactful launches.
Results
Magrino has secured more than 400M media impressions for the launch the Royal Salute Coronation of King Charles III Edition and Royal Salute 21-Year-Old Miami Polo Edition including feature story placements in Bloomberg, FORTUNE, New York Times, Forbes, Avenue, Barron’s PENTA and Town & Country.
Magrino secured 4 top tier paid influencers to attend the Polo Palm Beach event and post about their experience. The influencer campaign garnered over 213K impressions, 9.2K Engagements, and 59 total in-feed and story posts (paid and organic) amplifying the beachside dinner, polo clinic and charity polo match.
: @MAGRINOPR