LIQUORLAND 'CHEERS TO SUMMER' CASE STUDY
THE CHALLENGE
Increase awareness of Liquorland brands during a saturated summer market, encouraging a more loyal following and injecting them into more summer drinking occasions.
THE INSIGHT
Post the chaotic energy that was 2020, our audience said they were less interested in big parties and more about spending time with friends, smaller gatherings, and heading outdoors for summer. There was a renewed appreciation for our closer surroundings and more intimate relationships.
THE IDEA
Partner with Liquorland to build a dedicated ‘Cheers to Summer’ hub inspiring our audience to get back out there, grab a drink and reconnect with friends. An interactive one-stop summer tool generating various summer drinking occasions, showcasing the best Australian venues, activities and events across summer.
IN JUST 2 MONTHS...
By creating hype around summer after such a tumultuous year, we harnessed our audience’s drive to take action and live their best lives locally. While unable to travel internationally, our audience has a thirst to explore, and our one-stop shop ‘Cheers To Summer’ hub provided all the best things to do in Australia, at a time when people needed it most.
Throughout the dynamic partnership, Urban List generated over 120 pieces of hyperlocal content, moving people to try our summer recommendations for themselves.
11,000+ competition entrants were delivered visually-compelling solus edms that included bespoke Urban List discount codes to drive real-time on-premise purchases.
