Moet Hennessy Portugal, representatives of several alcoholic beverages, entered the Portuguese market in the last quarter of 2019. As an integral part of Moet & Chandon’s international communication strategy, the brand intended to create an end-of-year event celebrating the 150th Anniversary of Impérial Moet Champagne. The group’s entry into the national market was also seen as a cause for celebration. The challenge proposed to Global Press was to implement a large event for media figures and business partners. Aligned with the international strategy, it was necessary to find potential “friends of the brand”, with a strong connection to cinema. It was also intended to ensure media coverage, with the aim of positioning the brand and gaining visibility.
Global Press started by developing a strategy that involved Media Relations, Public Relations and Events. Positioning the brand in the luxury market, the location chosen for the event was Pestana Palace, in Lisbon, the restaurant Valle Flor, carefully adapted to the theme Studio 54 – the legendary nightclub located in Manhattan that became famous in the 70’s. Following the guidelines from the brand, the guests were welcomed with champagne in front of a logo wall with a Moet & Chandon champagne pyramid, followed by a dinnatoire cocktail with a set menu for pairing with Moet Impérial. The turning point from a cocktail to a DJed party, to the sound of the legendary music icon of the 70’s, was marked by the unexpected entry of a corps de ballet dressed thematically for the period, which featured a tailor-made choreography to mark the date. Throughout the event, the guests enjoyed a photobooth specially dedicated to Moet Impérial, with several balloons of the brand and a giant model bottle, so that the moment could be shared immediately on their social networks
It was a memorable event that was attended by 130 guests among public figures and business partners of the brand. The event was covered by 4 forms of media, print and online, focusing on the event and the brand, 2 television programs and 4 lifestyle magazines.