Roku Gin is a quality Japanese gin made with the finest spices, herbs and other flavourings. Six of these are Japanese ingredients, each harvested at the height of the season to extract and distil the best flavour. These seasonal botanicals play a significant role in the production of Roku Gin. To celebrate Autumn Equinox (the transition from summer to autumn), Typhoon pitched the opening of a Roku-branded bar during that period. Typhoon set up a collaboration for the pop-up bar on Friday, 23 and Saturday, 24 September 2022, at Taiko, the Asia-inspired establishment of top chef Schilo van Coevorden. Typhoon developed the creative concept and PR strategy for opening the pop-up bar, resulting in publications in/on various top media titles and social media accounts.
The story of Roku Gin needed to be brought to the attention of both consumers and people in the trade, such as bartenders and hospitality entrepreneurs. Typhoon Hospitality devised an activation where guests were treated to different Roku servings with matching dishes inspired by the two seasons in two rooms at Taiko. One part of the event day was for bartenders and hospitality relations; one was for press and influencers. The sharing of stories by both media and influencer had a clear call to action for consumer, whom could book the experience the following weekend. To generate awareness around the pop-up bar, Typhoon Hospitality developed a PR strategy, including the writing and sending out of the press release. Additionally, Typhoon Hospitality also took care of the invitation management and guest list management during both the on trade and media activations.
Typhoon Hospitality sent out a press release, a pitch and media invitations. Titles like JFK, Misset Horeca, NSMBL and Barts Boekje wrote about it, and the reactions were enthusiastic. A selection of the publications:
NSMBL: 'Roku Gin opens a pop-up in Taiko, serving a gin-tonic menu. Yep, that means a high-quality G&T with matching bites from top chef Schilo van Coevorden.'
Barts Boekje: 'Every season has something beautiful to offer and should therefore be celebrated. Hence, the gin brand is opening its first pop-up bar on Friday, 23 and Saturday, 24 September 2022, to celebrate the autumnal equinox (the transition from summer to autumn). The location? Taiko Bar Amsterdam. The pop-up is the ideal opportunity for a cosy date or night out with friends.'
- Projectmanager: Lindsey
- Projectondersteuner: Puck
- Pr-manager: Lauren
- Copywriter: Katja
- Designer: Sophie