SITUATION:

The Ehrhardt Group implemented a year-long media relations and special event program for Southern Comfort to increase the awareness of the brand's connection to New Orleans and its involvement in the Voodoo Music Festival and Mardi Gras.

THE EHRHARDT GROUP:

The Ehrhardt Group recruited local and regional media and VIPs to attend a kickoff concert with Juliette Lewis and the Licks before the Voodoo Music Festival in October 2004.  In addition, the agency recruited local media to broadcast from Southern Comfort's Bourbon St. balcony during Mardi Gras 2005 and helped coordinate the festivities at the brand's Mardi Gras balcony and Lundi Gras concerts.

RESULTS:

• The Voodoo kickoff concert with Juliette and the Licks was at capacity, with hundreds of media and special guests attending this "exclusive" event.
• The Ehrhardt Group coordinated a series of advance interviews for Juliette and the Licks prior to the Voodoo kickoff concert.
• The local and state media broadcasts, including radio call-ins, live shows and television broadcasts and stories, from the Southern Comfort balcony totaled more than 84 hours during Mardi Gras weekend.

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