The challenge

Generate editorial coverage in top tier media and across social media around Lavazza’s Wimbledon sponsorship, key ambassadors and Top Gastronomy strategy, while also leveraging the event as an opportunity to communicate the brand’s broader activity and premium positioning.

The solution

• Hosted top tier media and influencers from different touchpoints at four PR days:
1) Sport & Lifestyle PR Day (3rd July)
2) Top Gastronomy PR Day (4th July)
3) Corporate & UK Trade PR Day (5th July)
4) Barista PR Day (6th July)

• Secured an influencer partnership with @London (2.1M followers) leveraging @MrLondon (67K) and @Clerkenwellboyec1 (181K) as content curators

• Used Wimbledon as a corporate platform and capitalised on spokesperson presence to achieve top tier PR results

The results

Wimbledon 2018 was the most successful to-date from a PR perspective, with a 1,502% increase on impressions and 150+ more pieces of coverage achieved YOY

• 60 top tier media and influencers hosted

• 200 pieces of coverage achieved with a reach of 18B+

• Three corporate broadcast interviews secured for Giuseppe Lavazza on Bloomberg, BBC News and CNBC

• 240+ pieces of social media coverage achieved with a reach of 81M+