Events

Grapevine PR Capabilities: Vitasoy at MICE

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Recently, Grapevine PR helped Vitasoy launch their new Café for Baristas almond milk at the Melbourne International Coffee Expo (MICE).

To raise brand awareness and position Vitasoy as a leader in the plant milk space, Grapevine focused on various touch points to drive home Vitasoy’s key messaging, mainly around exceptional quality and exclusive use of 100% whole, Australian almonds.

Grapevine employed PR, event/styling and digital capabilities to ensure Vitasoy obtained optimal exposure to baristas and café managers, consumer and trade media, social influencers and coffee-drinking consumers.

The comprehensive strategy included:

  • Design and distribution of enticing pre-event EDM to MICE attendees to encourage them to stop by the Vitasoy stand
  • Distribution of press release and event invitations/tickets to trade and consumer media, bloggers and social media influencers
  • Organisation of beautiful stand design and build that represented Vitasoy brand and appealed to on-trend coffee crowd
  • Activation of engaging stand activities, including barista-made almond and soy milk lattes, iPad surveys to obtain attendees’ feedback and contact details for sales, sample giveaways and distribution of press kits to media

For a visual dose of show’s highlights, check out our videographer’s footage of the event: http://bit.ly/vitasoyMICE