World’s First Chief Beer Officer
Situation Analysis
Four Points by Sheraton wanted to bring attention to its recently launched Best BrewsSM program, which requires each Four Point hotel worldwide to offer a special selection of imported, craft and regional beers. Starwood also wanted to drive overall awareness for the brand and connect with its target audiences.
Brand Target Audiences
Global business and leisure travelers.
Process
The Four Points marketing and PR team asked several agencies to submit ideas that would make Best Brews pop and put the beer program and the brand on the map. Quinn & Co. submitted one big idea.
Challenge
Media restrictions against covering beverage alcohol make it almost impossible to get major publicity for the basic brand offering. The program needed a Big Idea to give the media a reason to cover it and make it impossible for them to resist.
Big Idea
Create the world’s first Chief Beer Officer (CBO) position. Place “help wanted” ads. Conduct a global search for the lucky beer aficionado who would occupy this seat at the Four Points boardroom table.
Brand Message
Four Points is spreading the gospel of Best Brews via the first-ever CBO position.
Results
(Note: Quinn & Co. provided the idea that resulted in the PR below; we did not execute the PR campaign.)
- Over 350 million media impressions.
- Over 7,500 people from 30 countries applied. Four Points received more applicants for this position than any other job in the brand’s history.
- Over 12,759 people around the world voted.
- Over 100 blogs chatted about the search and Best Brews. Some bloggers pledged their allegiance to Four Points by Sheraton.
- Over 300 [to-date] media placements, including print placements in The New York Times, The Wall Street Journal (color picture below the masthead on cover of Marketplace section), Washington Post and USA Today.
- TV coverage on CNN and TV network affiliates in major markets.
- Widespread radio penetration on NPR, Sirius Radio and more.
- Strong international media coverage, included BBC Radio.
Budget/ROI
The budget was $250,000; the actual cost was $300,000. ROI results were not tabulated; we wish!!
