GG Summer Wrap IABC Awards Submission

2
SUMMER - CONSUMER TARGET INSIGHT
“SUMMER’S TOO
IMPORTANT IN MY YEAR
NOT TO BE AMAZING,
AND I WANT TO BE
RECOGNIZED BY MY
GROUP AS THE ONE THAT
MADE IT HAPPEN’
GREY GOOSE: A SUMMER WELL LIVED

PR EVENTS
(Influencers and Media)
4
CONTENT EVENTS ROLL OUT
TORONTO MONTREAL VANCOUVER CALGARY

TUESDAY, JUNE 13 TUESDAY, JUNE 27 THURSDAY, AUGUST 3 TUESDAY, AUGUST 1
DINNER + PARTY: DINNER + PARTY: DINNER: DINNER:
100 PICNIC 100 PICNIC 130 PICNIC 130 PICNIC
PARTY ADDITIONAL 150 PARTY ADDITIONAL 100 TOTAL 130 TOTAL 130
TOTAL 250 TOTAL 200
5
6
S P E C T A C UL A R S
7
S UR P I S E A N D D E L I G H T
8
SOCIAL MEDIA HIGHLIGHTS

9

10
MEDIA COVERAGE HIGHLIGHTS

11
OUTLET: SUN MEDIA (TORONTO SUN, CALGARY SUN, EDMONTON

SUN, WINNIPEG SUN, OTTAWA SUN)
RUN DATE: JUNE 16, 2017
TOPIC: THE ART OF THE FRENCH PICNIC
TOTAL PRINT + ONLINE IMPRESSIONS: 4,992,820
12
OUTLET: WHAT SHE SAID RADIO

TOPIC: ULTIMATE SUMMER SERVES & PICNIC ENTERTAINING TIPS
WITH CHEF JUSTIN KENT
BROADCAST IMPRESSIONS: 1,200,000
ONLINE IMPRESSIONS: 19,800
13
OUTLET: FASHION MAGAZINE

TOPIC: GREY GOOSE’S SUNSET SOIRÉE IS THE PICNIC PARTY
DREAMS ARE MADE OF
SOCIAL MEDIA IMPRESSIONS: 695,000 X 2 (TWITTER)
14
OUTLET: PREFERRED MAGAZINE

RUN DATE: JULY 25, 2017
TOPIC: FRENCH SPIRITS
PRINT IMPRESSIONS: 105,000
E-EDITION IMPRESSIONS: 634,000
15
OUTLET: BIZ BASH

TOPIC: 18 TOAST WORTHY HIGHLIGHTS FROM SUMMER SPIRIT
EVENTS
16
OUTLET: CTV NEWS EDMONTON

TOPIC: SUMMER COCKTAILS
BROADCAST IMPRESSIONS: 307,900
17
OUTLET: BREAKFAST TELEVISION - CALGARY

RUN DATE: AUGUST 2, 2017
TOPIC: LONG WEEKEND PARTY STYLE TIPS
18
OUTLET: CALGARY HERALD

TOPIC: GREY GOOSE SUNSET SOIREE AT AZURIDGE ESTATE HOTEL
19
OUTLET: GLOBAL NEWS AT NOON BC

TOPIC: PLAN THE PERFECT PICNIC
ONLINE IMPRESSIONS: 2,572,000
20
OUTLET: NATIONAL POST

TOPIC: BOOZE BLANKET BINGO
21
OUTLET: CTV MORNING LIVE VANCOUVER

TOPIC: DINER EN BLANC PICNIC IDEAS
22
INFLUENCER SEEDING
A RECAP OF THE PRODUCT SEEDING OPPORTUNITIES BELOW:
JUNE 1*: TO COINCIDE WITH THE LAUNCH JUNE 29: AHEAD OF THE JULY LONG AUG 3: AHEAD OF THE AUGUST LONG
OF THE RIVIERA BOTTLES ON SHELVES, P&C WEEKEND, WE WILL SEED 25* LE GRAND WEEKEND, WE WILL SEED 10* GREY GOOSE
WILL SEED 25* BOTTLES TO FIZZ COCKTAIL KITS ALONGSIDE A RIVIERA PICNIC KITS TO ENCOURAGE A SUMMER WELL-
MEDIA/INFLUENCERS BOTTLE LIVED

23
INFLUENCER SEEDING
RI VI ERA BOTTLE LAUNCH
NUMBER OF INSTAGRAM POSTS:16
RIVIERA SOCIAL MEDIA IMPRESSIONS: 1,003,300

24
INFLUENCER SEEDING HIGHLIGHTS

25

26
INFLUENCER SEEDING
LE GRAND FI ZZ KI TS
NUMBER OF INSTAGRAM POSTS: 11
LE GRAND FIZZ SOCIAL MEDIA IMPRESSIONS: 831,800

27

28

29
INFLUENCER SEEDING
PI CNIC SEEDI NG KI TS
NUMBER OF INSTAGRAM POSTS: 11
PICNIC SEEDING SOCIAL MEDIA IMPRESSIONS: 1,370,100

30

31

KPI’S
33
KPIS
2016 RESULTS 2017 ACTUALS
SOCIAL IMPRESSIONS 10,000,000 11,609,940
MEDIA IMPRESSIONS 55,000,000 65,472,995
NUMBER OF MEDIA STORIES 85 140
ROI = -30% cost reduction with +15% in PR amplification

APPENDIX
1. MEDIA COVERAGE
36
MEDIA COVERAGE REPORT

37

38

39

40

41
OUTLET: CITYLINE
RUN DATE: APRIL 25, 2017
TOPIC: 3 OF THE HOTTEST BRIDAL SHOWER THEMES OF 2017
42
OUTLET: MSN.CA
RUN DATE: APRIL 25, 2017
TOPIC: 3 OF THE HOTTEST BRIDAL SHOWER THEMES OF 2017
43
OUTLET: YELP
TOPIC: SUNSET SOIREE
44
OUTLET: DAILY HIVE

45
OUTLET: NOW TORONTO

46
OUTLET: NORTH YORK SNAPD

47
OUTLET: INSIDE TORONTO

48
OUTLET: BLOG TO
49
OUTLET: TO DO CANADA
50
OUTLET: AVENUE CALGARY

TOPIC: 12 THINGS TO GET FOR A SUMMER COCKTAIL PARTY
51
OUTLET: 24 HOURS TORONTO

52
OUTLET: ADDICTED
TOPIC: EXPERIENCE THE ULTIMATE SUMMER PICNIC WITH
GREY GOOSE
53
OUTLET: ELLE CANADA

TOPIC: FACEBOOK LIVE: HOW TO PICNIC LIKE A FRENCH GIRL
54
OUTLET: HYPEBELLY
TOPIC: COTTAGE SOCIAL
55
OUTLET: HUFFINGTON POST QUEBEC

TOPIC: HOW TO ORGANIZE A HIGH END PICNIC
56
OUTLET: CANOE
57
OUTLET: MONTREALL.COM
TOPIC: INTERNATIONAL PICNIC DAY
58
OUTLET: THE BLONDIELOCKS

TOPIC: SUMMER SOIREE
59
OUTLET: HELLO! CANADA

TOPIC: DIARY OF THE WEEK: GREY GOOSE SUNSET SOIREE
60
OUTLET: TREND HUNTER

TOPIC: THE GREY GOOSE SUNSET SOIREE 2017 SERIES KICKED OFF
IN TORONTO
61
OUTLET: WESTENDER
TOPIC: FIRE UP THE FIZZ THIS PATIO SEASON
62
OUTLET: BUSINESS IN VANCOUVER

TOPIC: FIRE UP THE FIZZ THIS PATIO SEASON
63
OUTLET: HEALTH & SWELLNESS

TOPIC: FOODIE SWELLNESS: GREY GOOSE SUNSET SOIREE’S
PERFECT PICNIC
64
OUTLET: DRESS TO KILL MAGAZINE

TOPIC: SUNSET SOIREE WITH GREY GOOSE
65
OUTLET: LE CAHIER
TOPIC: THE COOLEST PICNIC THIS SUMMER: GREY GOOSE
SUNSET SOIREE
66
OUTLET: PEACE COUNTRY SUN

67
OUTLET: NOVELLA MAGAZINE

TOPIC: PARISIAN PICNIC WITH GREY GOOSE’S LE GRAND FIZZ
68
TOPIC: YOU CAN NOW ATTEND AN EXCLUSIVE SUNSET SOIREE IN
MONTREAL
69
OUTLET: NIGHTLIFE.CA
TOPIC: A FANCY FRENCH PICNIC ON THE WATER: THE GREY
GOOSE SUNSET SOIREE
70
OUTLET: AFFAIRES DE GARS

TOPIC: LAURIE DOUCET VOLE LA VEDETTE DANS CETTE PETITE
ROBE
71

TOPIC: EVENING STYLE: BEAUTIFUL PEOPLE AT THE GREY GOOSE
SUNSET SOIREE
72
OUTLET: FASHION MAGAZINE

TOPIC: CHEF JUSTIN KENT’S TIPS FOR THROWING THE ULTIMATE
CANADA DAY PICNIC
SOCIAL MEDIA IMPRESSIONS: 695,000 (TWITTER)
73
OUTLET: LE JOURNAL DE MONTREAL

TOPIC: STYLE AU PASSAGE: SANDRINE
74
OUTLET: 24 HEURES
TOPIC: TERASSE EPHEMERE GREY GOOSE
75
OUTLET: RDP MAG.CO

TOPIC: MEETING WITH GUILLAUME JUBIEN, GREY GOOSE WORLD
AMBASSADOR
76
OUTLET: EAT DRINK & BE CARRIE

TOPIC: A GREY GOOSE SUMMER TERRASSE AT SEASALT &
CEVICHE
77
OUTLET: MONTREAL FOOD DIVAS

TOPIC: GREY GOOSE CANADA SUNSET SOIRÉE PARTY
78
OUTLET: NIGHTLIFE
TOPIC: LANCEMENT DE LA TRÈS CHIC (ET ÉPHÉMÈRE!) TERRASSE
GREY GOOSE DANS LE VIEUX-MONTRÉALY
79

TOPIC: STYLES DE SOIRÉE: DU BEAU MONDE AU LANCEMENT DE
LA PREMIÈRE TERRASSE GREY GOOSE AU QUÉBEC
80
OUTLET: DRESS TO KILL MAGAZINE

TOPIC: WHERE TO GO OUT THIS SUMMER
81
OUTLET: DAILY HIVE MONTREAL

TOPIC: 9 MONTREAL FOOD EVENTS YOU DON’T WANT TO MISS
82
OUTLET: DIARY OF A SOCIAL GAL

TOPIC: SEE WHAT HAPPENS WHEN PICNIC MEETS SUNSET
83
OUTLET: MONTREAL.TV
TOPIC: ENFIN UNE TERRASSE GREY GOOSE À MONTRÉAL
84
OUTLET: DAILY HIVE CALGARY

TOPIC: SUNSET SOIREE - CALGARY
85
OUTLET: DAILY HIVE VANCOUVER

TOPIC: SUNSET SOIREE - VANCOUVER
86
OUTLET: PAR JOSIANNE

TOPIC: SUNSET SOIRÉE PAR GREY GOOSE – OH LÀ LÀ QUELLE
SOIRÉE!
87
OUTLET: TON PETIT LOOK

TOPIC: DISCOVERING "POPTAILS" AT THE NEW GREY GOOSE
TERRACE OF THE OLD PORT
88
OUTLET: DAYJOBSNIGHTLIFE.COM
TOPIC: GREY GOOSE TERASSE LAUNCH
89
TOPIC: INTERNATIONAL PICNIC DAY
90
OUTLET: STUDIO BEAUTY CO.

TOPIC: GREY GOOSE LE GRAND FIZZ- THE FULL RECIPE
91
OUTLET: VANCOUVER NORTH SHORE

TOPIC: SUNSET SOIREE - VANCOUVER
92
OUTLET: GLOBAL MORNING BC

TOPIC: HOW TO THROW A FRENCH THEMED PARTY
93
OUTLET: BOUCLE MAGAZINE

TOPIC: TROIS RECETTES DE COCKTAILS ESTIVAUX SIMPLES À
RECRÉER ET PAS TROP SUCRÉS
94

TOPIC: TOP 65 ALCOHOL TRENDS IN JULY
95

TOPIC: TOP 70 MARKETING TRENDS IN JULY
96
OUTLET: BOUCLE MAGAZINE

TOPIC: FAVORIS D’ÉTÉ GOURMANDS
97
OUTLET: STYLE BLOG

TOPIC: WHAT THEY WORE: GREY GOOSE SUNSET SOIREE PICNIC
98
OUTLET: AVENUE CALGARY

TOPIC: SUNSET SOIREE - CALGARY
99
OUTLET: MSN.CA
TOPIC: LONG WEEKEND PARTY STYLE TIPS
100
OUTLET: GEORGIA STRAIGHT

TOPIC: 44 THINGS TO DO IN METRO VANCOUVER ON
THURSDAY, AUGUST 3
101
OUTLET: MONTECRISTO MAGAZINE

TOPIC: GREY GOOSE L’ORANGE GRAND FIZZ
102
OUTLET: RICK CHUNG MOVES

TOPIC: GREY GOOSE X SUNSET SOIRÉE X CECIL GREEN PARK
HOUSE
103
OUTLET: RICHMOND DAILY

TOPIC: HOW TO FRENCH PICNIC LIKE A PRO
104
OUTLET: NUVO MAGAZINE

TOPIC: HOW TO HOST AN ELEGANT PICNIC
105
OUTLET: NUVO MAGAZINE

TOPIC: LE GRAND FIZZ
106
OUTLET: VANCOUVER SUN

107
OUTLET: CALGARY HERALD

108
OUTLET: THE PROVINCE

109
OUTLET: NIGHTLIFE
TOPIC: TOP COCKTAILS FANCYS POUR IMPRESSIONNER TA
PREMIÈRE DATE
110
OUTLET: DAILY HIVE VANCOUVER

TOPIC: 6 END-OF-SUMMER COCKTAIL RECIPES THAT YOU NEED
TO TRY
2. SOCIAL MEDIA COVERAGE
112

Calgary Sunset Soiree
113

114

115

Toronto Sunset Soiree
116

117

118

Vancouver Sunset Soiree
119

120

121

Montreal Sunset Soiree
122

123

124
INFLUENCER SEEDING
125
INFLUENCER SEEDING
126
INFLUENCER SEEDING
127
INFLUENCER SEEDING
128
INFLUENCER SEEDING
129
INFLUENCER SEEDING
130
INFLUENCER SEEDING
131
INFLUENCER SEEDING
132
INFLUENCER SEEDING
133
INFLUENCER SEEDING
134
INFLUENCER SEEDING
135
INFLUENCER SEEDING
136
OP RESIDENCES

GG Summer Wrap IABC Awards Submission

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2

SUMMER - CONSUMER TARGET INSIGHT

GREY GOOSE: A SUMMER WELL LIVED

CONTENT EVENTS ROLL OUT

TORONTO MONTREAL VANCOUVER CALGARY

100 PICNIC 100 PICNIC 130 PICNIC 130 PICNIC

SOCIAL MEDIA HIGHLIGHTS

SOCIAL MEDIA HIGHLIGHTS

MEDIA COVERAGE HIGHLIGHTS

MEDIA COVERAGE HIGHLIGHTS

OUTLET: SUN MEDIA (TORONTO SUN, CALGARY SUN, EDMONTON

MEDIA COVERAGE HIGHLIGHTS

OUTLET: WHAT SHE SAID RADIO

MEDIA COVERAGE HIGHLIGHTS

OUTLET: FASHION MAGAZINE

MEDIA COVERAGE HIGHLIGHTS

OUTLET: PREFERRED MAGAZINE

MEDIA COVERAGE HIGHLIGHTS

OUTLET: BIZ BASH

MEDIA COVERAGE HIGHLIGHTS

OUTLET: CTV NEWS EDMONTON

MEDIA COVERAGE HIGHLIGHTS

OUTLET: BREAKFAST TELEVISION - CALGARY

MEDIA COVERAGE HIGHLIGHTS

OUTLET: CALGARY HERALD

MEDIA COVERAGE HIGHLIGHTS

OUTLET: GLOBAL NEWS AT NOON BC

MEDIA COVERAGE HIGHLIGHTS

OUTLET: NATIONAL POST

MEDIA COVERAGE HIGHLIGHTS

OUTLET: CTV MORNING LIVE VANCOUVER

A RECAP OF THE PRODUCT SEEDING OPPORTUNITIES BELOW:

MEDIA/INFLUENCERS BOTTLE LIVED

NUMBER OF INSTAGRAM POSTS:16

RIVIERA SOCIAL MEDIA IMPRESSIONS: 1,003,300

INFLUENCER SEEDING HIGHLIGHTS

INFLUENCER SEEDING HIGHLIGHTS

NUMBER OF INSTAGRAM POSTS: 11

LE GRAND FIZZ SOCIAL MEDIA IMPRESSIONS: 831,800

INFLUENCER SEEDING HIGHLIGHTS

INFLUENCER SEEDING HIGHLIGHTS

NUMBER OF INSTAGRAM POSTS: 11

PICNIC SEEDING SOCIAL MEDIA IMPRESSIONS: 1,370,100

INFLUENCER SEEDING HIGHLIGHTS

INFLUENCER SEEDING HIGHLIGHTS

2016 RESULTS 2017 ACTUALS

SOCIAL IMPRESSIONS 10,000,000 11,609,940

MEDIA IMPRESSIONS 55,000,000 65,472,995

NUMBER OF MEDIA STORIES 85 140

ROI = -30% cost reduction with +15% in PR amplification

MEDIA COVERAGE REPORT

MEDIA COVERAGE REPORT

MEDIA COVERAGE REPORT

MEDIA COVERAGE REPORT

MEDIA COVERAGE REPORT

MEDIA COVERAGE HIGHLIGHTS

MEDIA COVERAGE HIGHLIGHTS

MEDIA COVERAGE HIGHLIGHTS

MEDIA COVERAGE HIGHLIGHTS

OUTLET: DAILY HIVE

MEDIA COVERAGE HIGHLIGHTS

OUTLET: NOW TORONTO

MEDIA COVERAGE HIGHLIGHTS