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Project Details
Skills:
PR
Categories:
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Project Description

Montage was responsible for Starbucks store launches and communicating CSR news stories to media to drive footfall / raise awareness to the new Starbucks. Underpinning all comms was the need to showcase Starbuck’s commitment to buying and serving the highest-quality, responsibly grown, ethically traded coffee to help create a better future for farmers.
 
Creative:

  • Montage launched one of Rwanda’s finest and rarest coffees, available exclusively at Starbucks – Rwanda Blue Bourbon®.  Working with Starbucks Coffee Masters Montage arranged journalist StarbucksFT-07‘taste tours’ so they could share their first-hand experience
  • The team ran regional launch fun and interactive events for Bookdrive, a programme run in partnership with the National Literacy Trust, to promote literacy in young people
  • Montage’s media management of the ‘Read a Million Words’ initiative during National Storytelling Week highlighted Starbuck’s work with local schools and its in-store storytelling workshops throughout the South West 
  • Montage seized on a story that the Bristol Starbucks was devising a Barista / Customer Service qualification with the Bristol Academies

 
Results:

  • Extensive regional and national coverage for a range of Starbucks CSR initiatives from Rwanda Blue Bourbon® launch to Bookdrive and Read a Million words
  • Editorial in the Financial Times focused on its new Barista/Customer Service qualification, generating almost £45,000 AVE
  • During new product launch events, footfall increased by 308% in key regional locations
  • Consumer awareness of Starbucks’ range and ethos increased to 88% during Montage’s campaigns

 

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