Jack Daniel’s @ a big chihuahua/k. fernandez For PR Assignment.
July 25, 2003
San Antonio-based a big chihuahua/k. fernandez announced it has been retained by Jack Daniel’s Tennessee Whiskey to coordinate public relations efforts in relation to Jack Daniel’s sponsorship of the Mariachi legend, Vicente Fernandez, U.S. Concert Tour.
As the Hispanic Agency of Record for Jack Daniel’s, a big chihuahua/k. fernandez will handle the public relations strategies and activities in major U.S. Hispanic markets of the Concert Tour. The assignment includes securing
VIP attendees at Jack Daniel’s pre-concert receptions, and coordinating the donation of Vicente Fernandez’ autographed guitars to local Hispanic non- profit organizations. Agency will also secure media interviews and provide
media training for Jack Daniel’s Field Managers.
“It made sense for us to retain a big chihuahua/k. fernandez for the PR assignment, since we were happy with last year’s results,” said John Hayes, America’s brand director, Brown-Forman Beverages. “Specifically, the attendance to our VIP receptions was greatly improved, and the relationship-building with the artists was key,” he added.
The PR campaign will launch during Hispanic Heritage Month (Sept. 15- Oct. 15) in Houston, and then will follow the tour’s schedule through the end of the year.
The shop has handled brand advertising, creative duties, promotions and media for Jack Daniel’s since 1999.
