Zacapa Ultra-Premium Rum
When Diageo entered into a marketing and distribution agreement in 2008 with Zacapa Rum from Guatemala, IdeaZeit was invited to work on the initial PR elements and arrange the first-ever media trip to the country. Working closely with the brand team, a complete program was developed with the theme of "above the clouds" in keeping with the brand's unique high-altitude aging process. Our design team created premium materials including stationery, press kit and branded gifts aimed at underscoring the Zacapa provenance and premium status.
The brand was launched with a once-in-a-lifetime media visit to Guatemala which included private helicopter transfers, luxurious accommodations and an "above the clouds" gala dinner. IdeaZeit served as executive producer for this visit to ensure all aspects reflected the luxury of the brand.
Then, in 2010 IdeaZeit was proud to be chosen to create a Global Media Bureau to better manage the worldwide reach the brand had now achieved. We created a brand new PR toolkit and devised efficient methods to keep the entire global community in contact, along with celebrity outreach. An internal newsletter created as well as a platform to coordinate Familiarization Trips from all the markets to Guatemala. We serve as the key contact for PR managers and agencies in over 40 markets and we also coordinate tastings and events taking place in Miami, where the agency is based.