To promote Colorado’s craft beer offerings in an ever-increasingly competitive environment, Black Diamond with craft beer club, Beer52, and its affiliated title, Ferment magazine.
The campaign saw the development of Colorado Beer Month through a multi-layered campaign encompassing editorial and commercial print, online and social media activity aimed at UK travellers.
Black Diamond also incorporated a tour operator and launched ‘Views & Brews’ - the first ever craft beer-themed itinerary with Complete North America.
67 pages of Colorado content; 100,000 bottles of Colorado craft beer imported and distributed; 42,000 homepage visits; 1,400 competition entrants and 100,000 social media impressions.
Blogs and magazine coverage valued at $435,000 to a circulation of 1.5 million resulting in an ROI of $1,685:$1.