One of Jackie Blue’s first and biggest events was a beer dinner partly sponsored by Troeg’s Brewery, a Harrisburg, Pennsylvania mainstay and leader in the craft beer movement. The event had to be fired up with buzz and excitement. If successful, it’d be the first of many.
Troegs, a local craft brewery quickly gaining traction as a leader in Pennsylvania, and Jackie Blue, a quaint fine-dining experience, both needed to make this event stick. It wasn’t just another restaurant event to introduce food and beverage and the marriage between them. It was an opportunity to make a statement.
The focus was on conveying the fusion of craft beer and artisan cuisine through many touch points. We wanted to get people participating with the brewery, restaurant, and event brands in multiple ways. Fliers and posters weren’t going to be enough.
A website with three core features became the epicenter of the campaign. A video taking the visitor behind the scenes in the brewery and the restaurant gave people a taste of the experience. A short quiz allowed people to test their knowledge to win free beer. The third effort prompted visitors to bring the magic into their own kitchens with recipes that used Troeg’s craft beer and recipes from the chef of Jackie Blue, Cyrus Keefer.
Traditional media touch points were leverage inside the four walls to drive traffic and ticket sales. Clever headlines mixed with custom illustrations crafted for the event grabbed attention and created a unique look for the event.