FOR IMMEDIATE RELEASE
BACARDI USA, INC. SIGNS CORBIN FOR ANOTHER YEAR
ADDS ADDITIONAL BRANDS TO AGREEMENT
New York, NY (May 5, 2009) &mdash Corbin & Associates, Ltd. announced today that its contract with BACARDI USA, INC. for BACARDI Rums has been renewed for another year with an additional brand assignment and responsibility, Tequila CAZADORES.
"BACARDI USA was so pleased with the strategic work and ultimate success on BACARDI Rums that Corbin has delivered; that combined with the needs of Tequila CAZADORES made this an easy choice for a renewal and additional assignment," says Aurelia Reinhardt, Vice President, Corporate Communications and Public Relations, BACARDI USA, INC.
Tequila CAZADORES is the world's number-one selling premium tequila. Corbin's responsibilities for the brand include base publicity, brand awareness in the editorial and influencer communities as well as activation against sponsorships. Some programming this year includes publicity for the brand's sponsorship of UFC, FAM trips to the brand distillery in Mexico, and editor immersion dinners for holiday programming with Chef Roberto Santibanez.
"We have spent the last two years re-invigorating the Rums portfolio, PR we, with efforts such as National Daiquiri Day, experiential programming, brand extension launches and new editorial cocktail strategy," said Sean-Patrick M. Hillman, Executive Vice President of Corbin & Associates, Ltd. "Working on a category leader like BACARDI, and now adding Tequila CAZADORES to our roster is what the business should be about; working hard to exceed expectations while enjoying the work and the relationship."
Over the last two years, Corbin & Associates, Ltd. has delivered several successful brand campaigns for BACARDI Rums. On average, the agency is delivering over 65MM impressions with a $2MM media value per month for campaigns such as BACARDI B-LIVE, the launch of a new Ready-to-Drink product, a new BACARDI Flavored Rum, and the National Daiquiri Day initiative to raise awareness of the BACARDI Original Hand-Shaken Daiquiri last summer.
Corbin & Associates, Ltd. is a results driven marketing and communications agency. Founded by Michelle Corbin Hillman 32 years ago, the agency is now led by both Michelle and her son, Sean-Patrick M. Hillman. Offices in New York, South Florida and Milan with global affiliates extend the reach of our services. Bolstering a diversified client portfolio, past and present clients include BACARDI USA, Hearst Corporation, Bermuda Department of Tourism, National Geographic, Barbie, Sephora, Oreo Cookies, Chips Ahoy!, Ritz Crackers, Finlandia Vodka, Jose Cuervo Tequila, Champagne Taittinger, Mumm Champagne, Artexpo New York, Shiseido, Scholastic, Inc., and Disney.
Sean-Patrick M. Hillman, EVP
Corbin & Associates, Ltd.