Top Flight gives Crown Royal the Royal treatment. Cheers!
Premium brand liquor Crown Royal was looking for opportunities to further engage and connect with their core customers in key markets. We, of course, gave them the royal treatment by creating, developing and implementing a new brand platform centered on the country music industry.
Over the next year (April 2009 – April 2010) several high profile country music events, major attractions for Crown Royal consumers, were the perfect product-ingeneration venues. The events included the Academy of Country Music Awards (2010 & 2011) and the Country Music Association Awards in Nashville, TN in November of 2009.
The question was how to actively engage guests and participants with the Crown Royal product while seamlessly connecting the Crown Royal brand with these notable events. The answer was to create a multifaceted platform with a “Royal Access” theme that exuded a VIP look and feel through:
• A new product launch – Crown Royal Black
• Event management & artist partnerships
• Retailer & distributor incentives
• Consumer sweepstakes
• Gifting & celebrity seeding
Crown Royal has been drinking in the results ever since. Top Flight Media also leveraged relationships to feature Crown Royal during Kenny Chesney’s Las Vegas movie premiere party in April, 2010. In addition, and on behalf of Diageo, we gifted more than 25 artists and celebrities including Reba McEntire, Miranda Lambert, Brooks & Dunn, Blake Shelton and several more.
The platform included a new platform graphic, new product launch (Crown Royal Black), event management, artist partnerships, sampling, brand integration, celebrity seeding and a consumer sweepstakes.