CampariCreated and managed the global unveil of ‘Campari Red Diaries’

What we did

Campari’s highly anticipated calendar launch was its biggest to date and we devised the global media strategy and management of media activities at the launch event in Rome.

Campari Red Diaries is a holistic (r)evolution to the late Campari Calendar. Representing a step-change in the brand’s communication, Red Diaries is a multi-layered content led campaign that brings to life the powerful ethos that “every cocktail tells a story”.

For the unveiling of ‘Red Diaries’ a multifaceted campaign featuring Paolo Sorrentino and Clive Owen, we worked alongside creative, event and social media agencies to develop a six month plan which included three PR moments to be rolled out across 30+ markets, ensuring consistency in messaging and maximum media coverage impact.

We collaborated with Campari’s digital agency to create a strategic toolkit which was invaluable in guiding international teams through the launch plans. Alongside the toolkit we produced a range of press materials, briefing documents and assets to be used at each stage of the campaign, all the while monitoring market activations to ensure consistency.

We coordinated with the talents’ agents to agree brand messaging and attended over 50 interviews during the pre, during and post event launch phases.

On the day of the launch, we were on hand to assist with event logistics, oversee media interviews, manage the press conference, two media roundtables and the red carpet.

Finally, we were also responsible for approval of all official imagery and dissemination of press materials to global media.

30Markets activated
52Media interviews organised & managed
135International media attendance