Case Study: Launch of Chew 
Client: Chew 
Campaign: Launch of Chew 
Brief:  A fully integrated campaign to launch Chew; a new boutique events agency with global reach to the industry. 
Objectives:
  • To shine a spotlight on Chew; a boutique agency with global reach with a launch release on the formation of the agency, editorial pieces for both partners and contribution to agency led features To construct and ensure key messages of the Chew brand were effectively communicated  
  • Support in organising a launch party introducing the new events agency to the industry 
  • Amplify the reach of the campaign using a combination of traditional and social media
Action:  
A press release was distributed to MICE press announcing the formation of the new agency with detailed work history of both partners. To maximise reach Big Wednesday set up a Facebook page and created a series of Tweets with #ChewEvents to engage with followers and share news stories. 
     Big Wednesday contributed ideas to the theme and structure of the launch party and constructed the invitation copy. Nosie on social media was carefully                    structured to create intrigue and buzz about the launch party with a competition included for the best Chew inspired selfie. A post event release was distributed        along with photos of the event and video footage (Big Wednesday briefed the photographer and videographer). All images and video were shared on social media      accounts and encouraged to be shared and liked.

     Following the launch party Big Wednesday placed comment and profile pieces and contributed to features on behalf of Chew. 

Results:
  • The pre-release announcing the formation of Chew gained print coverage in leading MICE publications including Conference & Incentive Travel, Conference News and Meetings & Incentive Travel magazine; an editorial value of £4,796 was achieved. Online coverage reached 155,000 unique users
  • Post event coverage of the launch party reached 156,909 unique users. At its height #ChewEvents reached an estimated 15,467 accounts with 25,746 impressions