Platform Media Group

Platform Media Group
An Eshelman Red Rose Company
8265 Sunset Boulevard · Suite 106 · Los Angeles, Ca 90046 · 323.337.9042 ·
DATE:
November 26, 2008
TO:
VGS International
FROM:
Henry Eshelman / PMG
RE:
Marketing and Public Relations Status Report
VIA:
Email
fax.323.337.9043
INTRODUCTION
Thank you for the opportunity to serve this wonderful brand. This report will summarize:
•
•
•
Each of the events we have participated on with the brand in terms of factors such as
audience, number of guests, location and impact on the customer. We’ve also included a
few key images where possible to add to the visual representation of the event.
The public relations effort and results thus far
Sales activity thus far
PUBLIC RELATIONS
The public relations effort for IS vodka has truly begun to take shape! As of now, we’ve widely
circulated the launch press release for the IS Vodka along with an extensive fact sheet. We follow
these up with phone pitches and once interest is determined, product samples with product
artwork, sales sheets, and other compelling visual materials.
Our media briefing materials are the finest available. We have retained the services of world
renowned fashion photographer Joaquin Palacin to shoot both the product and our extraordinary
“IS Angels,” the personalities associated with the IS Vodka brand story.
Thus far, we have eight confirmed media hits:
Publication
Circulation
Gayot.com
470,000
Citysearch.com
685,000
Star Magazine
1,300,000
InTouch
1,000,000
Beverly Hills Design and Life
40,000
Beverly Hills Courier
30,000
LA Direct
40,000
Beverage World
48,000
Description
Product Overview in respected food/bev, restaurant guide
Mention and link in connection with Match.com party
Celebrity sighting—Lauren Conrad
Celebrity sighting—Brooke Shields
Product Overview in elegant local lifestyle publication
Mention in context of article on Doheny Design House
Mention on photo page on Decatur store party
Product Overview in Global Beverage magazine
EVENT MARKETING
Since its September launch, IS vodka has taken part in more than 20 events in Southern
California. We’ve reached more than 8000 potential customers at bars, restaurants, galleries and
retail establishments. We’ve received shout outs from restaurateurs as well as many celebrities.
SALES
VGS’s sales teams have hit the streets across Southern California. A sampling of on-premise
venues that are carrying IS Vodka include:
•
•
•
•
•
•
•
•
•
•
•
Peninsula Hotel- Beverly Hills, CA
Bond Street- Beverly Hills, CA
Ritz Carlton- Marina Del Rey, CA
Hilton Hotels- Woodland Hills, CA
Morton’s Steakhouse- Beverly Hills, CA
Ago Restaurants- West Hollywood, CA
Nic’s Martini Lounge-Beverly Hills, CA
Pacific Club-Newport Beach, CA
Lakeside Country Club, Toluca Lake, CA
JP’s Bar and Grill, CA
The Organic Panificio, CA
Retail and online sales outlets include:
•
•
Vendome- Beverly Hills
Hi-Times Liquor- Costa Mesa
•
•
•
•
•
•
•
•
•
•
•
Blowfish Sushi, San Jose, CA
Blowfish Sushi, San Francisco, CA
Busbys, LA, CA
Bel Air Hotel, LA, CA
Gardens on Glendons, LA, CA
Houston’s Santa Monica, CA
Tanzore Restaurant, CA
Walts Wharf, CA
Porta Via Bistro & Bar, CA
Chez Jay, Santa Monica, CA
Christopher’s Restaurant, Carmel, CA
SALES AND MARKETING IMAGES
Menu Cards
IS Angels
Sell Sheet
IS on store shelves
EVENT RECAPS
Event:
Date/Location:
Number of Guests:
Morton’s Tee at Make-A-Wish Foundation Golf Tournament
August 22, 2008, Braemar Country Club Tarzana, CA
150
Morton’s Steakhouse “teed it up” with IS Vodka on their hole for the Braemar Country Club’s
Annual Make-A-Wish Foundation Benefit. Golfers excited to slake their on-course thirst savored IS
Bloody Freydis and IS Martinis before teeing off . In addition to Morton’s’ general managers,
guests included Jeff Germain, chairman emeritus of the Make A Wish Foundation and Regynald
Washington, VP of Walt Disney World, all of whom enjoyed the company of the IS Angels.
Event:
Date/Location:
Number of Guests:
The Supply Grand Opening for AIDS Research Alliance
August 24, 2008, Supply Loft Store, Downtown Los Angeles, CA
150
A swanky downtown loft was turned into an upscale boutique to benefit a popular and important
Los Angeles charity hosted by entertainment industry powerhouse agency William Morris. William
Morris’ Thor Bradwell welcomed Jemma McKenzie-Brown of the runaway hit High School Musical
3 and other guests who bought design pieces, home wares, furniture and accessories. While they
shopped, the enthusiastically enjoyed IS Vodka drinks mixed with PAMA pomegranate liqueur, who
would like to do more events with our brand.
Event:
Date/Location:
Number of Guests:
“The Doorman” Premiere Party at Ummba
September 10, 2008, Ummba Grill, Century City, Los Angeles, CA
150
Ummba Grill in the Century City Mall hosted the Los Angeles premiere of the quirky mockumentary
starring Lucas Akoskin as the peripatetic doorman who knows the ropes at every club in the
country. While we served IS Lemonades, IS Vodka chilled shots were the most popular drink of
the evening.
Events:
Date/Location:
Number of Guests:
Lakeside Country Club Volleyball Tourney and Clam Bake
September 5 and October 5l, Burbank, CA
500 total
Bob Hope’s backyard country club and one of LA’s elite institutions, Lakeside Country Club’s
members are also repeat purchase customers for IS Vodka. Sampled at two events at the club,
member enjoyed chilled shots, IS martinis and IS lemonades outdoors for the annual club
volleyball tournament and at the club clambake.
Event:
Date/Location:
Number of Guests:
Beverly Center Progressive Party
September 11, 2008, Beverly Center, Los Angeles, CA
150
Restaurant and Hotel Food and Beverage Directors from the SLS Hotel, Sofitel, Grand Lux, Cal
Pizza Kitchen and other venues, as well as travel media, hotel concierges, chefs and other travel
industry staff enjoyed an evening on the rooftop of the Beverly Center. IS Vodka was the hit of this
important sales opportunity. PMG’s Henry Eshelman dj’d the party. We are doing a reprise of this
event as a holiday party November 11.
Event:
Date/Location:
Number of Guests:
Eat Drink Learn Love with Citysearch and Match.com
September 18, 2008, Beverly Center, Los Angeles, CA
50
Traditional IS Vodka cocktails got new names courtesy CitySearch and Match.com at superelegant BondSt in the Thompson Beverly Hills. The assembly of guests lustily consumed IS Vodka
cocktails and sized one another up in this intimate event. BondST subsequently carried IS Vodka
and we earned a press mention on CitySearch for the event. We have another series of events
starting with BondSt November 5.
Event:
Date/Location:
Number of Guests:
BPM Magazine and Royal Elastics party for artist Rony Alwyn
September 18, Venice, CA
600
Hundreds of people mobbed uber-hip shoe and sportswear store Royal Elastics on Main Street in
Venice for an exhibition and photo booth installation by bad boy artist Rony Alwyn. DJ Them
Jeans entertained an overflow crowd of Westside hipsters eager to try IS Vodka. The event should
help to secure coverage in BPM magazine eventually
Event:
Date/Location:
Number of Guests:
Decatur Store Opening with LA Direct Magazine
September 20, Sherman Oaks, CA
200
IS Vodka was the solo spirit served at the opening of this tony, upscale boutique in Sherman Oaks.
Since the theme of the store was New Orleans, we tray passed the Pink ISicle—renamed the IS
Hurricane--with Jambalaya. The 250 guest thoroughly enjoyed their IS cocktails, along with the
sounds of DJ Quik-E-Mart. The event will hopefully develop our relationship with LA Direct, a local
lifestyle publication.
Event:
Date/Location:
Number of Guests:
ET/People Magazine Emmy Party
September 21, Disney Concert Hall, Downtown Los Angeles, CA
1300-1500
IS vodka was the featured spirit at this party, in the top ten on Los Angeles’ annual social calendar.
In addition to television creative’s, network executives and producers, celebrity guests included
Neil Patrick Harris; Massy Oka from Heroes (pictured below with IS vodka); Paula Abdul; Kathy
Griffin; Julius Rock from Everybody Hates Chris; J. Alexander from America’s Next Top Model;
NCIS’s Pauley Perette; Jason Davis; Larry Birkhead; Elliott Mintz; Misty May-Treanor; Billy Idol;
and many more.
Event:
Date/Location:
Number of Guests:
YMI Jeans Fashion Show and After Party
October 6, 2008, Henry Fonda Theatre, Hollywood, CA
600
IS vodka was the sole featured spirit at this long party, held at the historic Music Box at the Henry
Fonda, which benefitted the Susan G. Komen for a Cure Cancer Foundation. The packed house
enthusiastically consumed various IS Vodka cocktails from the bars and from our servers.
Celebrity guests included Aimee Teegarden (Friday Night Lights); Nina Sky; Kimberley Caldwell;
Kay Panabaker of The Donnas; Crystle Stewart (Miss USA); Dayana Mendoza (Miss Universe);
Dayla Ewell (Entourage); Ashley Michele Green (Twilight); and Julia Levey Boken (Entourage).
Event:
Date/Location:
Number of Guests:
Lauren Conrad Spring 2009 Fashion Show—LA Fashion Week
October 14, 2008, Smashbox Studios, Culver City, CA
100+ (Backstage)
IS vodka was served backstage before and after The Hills’ Lauren Conrad’s fashion show for LA
fashion week. IS prepared IS Cosmopolitans for the models, staff, hair and makeup artists, special
guests and Conrad herself which were served along with champagne to every backstage guest.
Conrad toasted IS Vodka by name following the show, which was reported in Star Magazine.
Event:
Date/Location:
Number of Guests:
LACE “Half-Life” Emerging Artist Reception
October 15, Los Angeles Contemporary Exhibitions (LACE), Hollywood
300
IS vodka was the sole spirit served for LACE’s biggest fall season event, its showcase of works by
25 emerging artists. IS Mixologist Jesse Burt mixed IS Lemonades, Cosmopolitans and other IS
cocktails for the capacity crowd of Hollywood art aficionados.
Event:
Date/Location:
Number of Guests:
Hotel Intercontinental
October 15, Los Angeles Contemporary Exhibitions (LACE), Hollywood
100
IS vodka was the premier spirit served for this food and beverage event at Century City’s Hotel
Intercontinental. It was a high value benefit showcase of fine foods, spirits and wines for food and
beverage trades as well as the industry. All enthusiastically consumed high style IS vodka
cocktails. Media in attendance according to Markus Krebs (event coordinator) included Los
Angeles Times, Gayot, Bon Appetit, Savoir Magazine, DineLA, julib.com, and Angeleno Magazine.
We are following up with each.
Event:
Date/Location:
Number of Guests:
Tulle/Cloth Logic Fashion Show
October 16, Smashbox Studios, Culver City, CA
100
IS vodka and master Mixologist Jesse returned to the tents at LA Fashion week for this fashion
show. Jesse dazzled the backstage guests, designers, models and staff with a marathon (4-hour)
session mixing his remarkable layered IS cocktails.
Event:
Date/Location:
Number of Guests:
Beverly Hills Courier Preview of Greystone Mansion Design House
October 27, Greystone Mansion Park, Beverly Hills, CA
200
IS vodka was the premier spirits partner for a preview of the annual Beverly Hills Design House,
which takes place at the legendary former Doheny Estate in Beverly Hills. Site of numerous film
shoots (including THERE WILL BE BLOOD) and former home to the American Film Institute, the
classic estate was a perfect backdrop to IS Mascerade cocktails prepared by the Montage Beverly
Hills. IS received placement on the event step and repeat and will be covered in an upcoming
issue of the Beverly Hills Design magazine.
Event:
Date/Location:
Number of Guests:
Beverly Center Progressive HOLIDAY Party
November 11, Beverly Center Rooftop Ultra Lounge, West Hollywood, CA
200
Restaurant and Hotel Food and Beverage Directors from the SLS Hotel, Sofitel, Grand Lux, Cal
Pizza Kitchen and other venues, as well as travel media, hotel concierges, chefs and other travel
industry staff enjoyed an evening on the rooftop of the Beverly Center. IS Vodka was the hit of this
important sales opportunity. PMG’s Henry Eshelman dj’d the party. Jesse Burt of Ocean Bar
Service bartended at the exclusive IS Vodka bar.
Event:
Date/Location:
Number of Guests:
2008 Spirit of Chrysalis Awards
November 12, Vibiana Cathedral, Los Angeles, CA
320
IS Vodka sponsored the cocktail hour for the Spirit of Chrysalis silent and live auction event to
honor the organization, Chrysalis. This event brings corporate community leaders together to
celebrate individuals and corporations whose philanthropic efforts have positively impacted the Los
Angeles Community. IS Vodka was a huge hit as the exclusive ‘spirit’ at this event.
Event:
Date/Location:
Number of Guests:
G2E Global Gaming Convention
November 17, Las Vegas Convention Center, Las Vegas, CA
20.000 attendees looking for new, innovative ideas and products
As the most spectacular and popular booth in the Food & Beverage section, business owners and
decision-makers were lining-up to discover the story and the taste of ÍS VODKA. Contacts were
made with representatives of an array of national and international industries, anxious to take
delivery of ÍS VODKA. Some of the largest proprietors and venues in Las Vegas; MGM
Corporation, Luxor, The Venetian, Hard Rock and many more, have engaged VGS Management to
ensure their participation in the launch of the ÍS VODKA brand.
.
Event:
Date/Location:
Number of Guests:
“Cocktails for the Cause”
November 14, Jake’s Motorcars, San Diego, CA
200 attendees
Jake's Motorcars partnered with The Child Abuse Prevention Foundation to host "Cocktails for the
Cause." The event kicked off the dealership's holiday charity drive. ÍS VODKA was served while
guests mingled among the Lamborghini’s, Bentley’s and other luxury vehicles.
Event:
Date/Location:
Number of Guests:
Music Mogul Launch Party
November 24, BondST, Beverly Hills, CA
150
IS Vodka sponsored a cocktail hour for the launch of a new media property for the music industry.
Celebrity guests and key music industry executives were the guests at this event. The ÍS Mogul
was the signature drink on offer for the first hour.
Rachael Smith, Miss USA 2007
Neferteri Horn, entertainment host
Terry Crews, actor
Heather Marsden, actress
Jason Kennedy, E! Correspondent
Bobby K. (L) and A. Uno (The Group Steelo)
SELECTED ÍS VODKA MEDIA HITS Gayot Guide, September 5, 2008
Ís Vodka
___________________________
Vodka; England $40
www.isvodka.com
Water is one of the building blocks of life. Likewise,
Icelandic glacier water—reputed to be the purest in
the world—is the foundation for Ís Vodka. Ís,
pronounced as “ice,” derives its H2O from Iceland’s
largest glacier, Vatnajökull. There the water has
been filtered for millennia in natural lava formations
and ridges of glacial sediment called eskers. Along
with its exclusive water, this 80-proof spirit is made
from non-genetically modified wheat, and is distilled
seven times to remove impurities. Each 750 ml
bottle is shaped like an icicle-laden pillar with a
silvery seal in the shape of a winged woman, which
holds a globe etched with the number seven (the
number of distillations).
CitySearch, September 26
InTouch
Weekly,
October 27
Star Magazine, November 3
Beverly Hills Design and Life November 2008
Beverly Hills Courier: October 31, 2008
LA Direct
Beverage World, December 2008