12 locations across the UK 12 weeks 1,000s across 12 weekends attendees
YOURgb created and delivered a 12-week long activation for Pravha across 12 Molson Coors accounts across the UK.
We delivered an interactive, fun, unique and exciting experience called ‘Pravha on Pedals’. Akin to Pravha’s aim – we twisted the old with the new with rural settings and city vibrancy. In Prague, cycling is part of everyday life – we built on this notion to create our ‘tour de Pravha’ concept. Entwining the brand heritage with the modern outlook, we communicated the brand tone of voice in the shape of be-spoke furniture made from recycled bikes from Prague, an industrial pop-up bar, social media incentive and vibrant team of brand ambassadors. The long-term activity was deemed a huge success, and even inspired the interior design of the Edinburgh head office for Molson Coors.
YOURgb’s event responsibilities:
• Brand research
• Target demographic research
• Target geographic research
• Key messaging planning
• Event design and planning
• Creative concept design
• Event styling
• Material and kit sourcing
• Event managers
• Social media managers
• Venue find and location scouting
• Build and derig management
• Social media strategy and management
• General branding
• Programmes and posters
• Post event evaluation
• Success measurement
Ms Kilgallon, Senior Customer Marketing Manager, Pravha
Blue Moon : Experiential Theatre & Social Campaign
Mr Millar, Customer Marketing Executive, Blue Moon
Auchentoshan : Experiential Tour
Mr Di Ciacca, Senior Brand Manager, Edrington Beam-Suntory
The Famous Grouse : Experiential Activation
Ms Penman, Brand Director, Edrington-Beam Suntory
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