Hotel Tango Case Study
Dittoe PR’s Launch of Hotel Tango ‘Shmallow Leaves Media Wanting S’More
With consumer affection for nostalgic campfire treats and the continued growth of the flavored whiskey category, Hotel Tango Distillery recognized an opportunity to create a spirit that is both approachable and adaptable. Enter the mouth-watering ‘Shmallow Toasted Marshmallow Bourbon—a bonfire in a bottle.
To get in front of a new consumer segment, Hotel Tango reached out to Dittoe Public Relations and was eager to earn national lifestyle media coverage for the first time in its nearly decade of business.
Challenge
With consumer affection for nostalgic campfire treats and the continued growth of the flavored whiskey category, Hotel Tango Distillery recognized an opportunity to create a spirit that is both approachable and adaptable. Enter the mouth-watering ‘Shmallow Toasted Marshmallow Bourbon—a bonfire in a bottle.
While Hotel Tango is no stranger to launching innovative whiskeys and bourbons that appeal to traditional whiskey enthusiasts, the company wanted to reach and appeal to a new audience. With the launch of ‘Shmallow, the brand sought to reach a younger generation of rookie bourbon drinkers as well as a female audience.
To get in front of this new consumer segment, Hotel Tango reached out to Dittoe Public Relations and was eager to earn national lifestyle media coverage for the first time in its nearly decade of business.
Solution
Dittoe PR’s strategy included product distribution of ‘Shmallow to media, reaching out to them months in advance of their coverage of the latest fall seasonal product launches. In addition, the agency worked with Hotel Tango to create batch cocktail recipes for media who were thirsty for cocktail concoctions their readers could bring to a fall bash.
Dittoe PR targeted national consumer, foodie and regional markets that were key for Hotel Tango across the nation. Regional media markets required a local hook in order to make ‘Shmallow relevant, so the agency focused on markets with large Hotel Tango fan bases and additional tasting rooms to secure lifestyle broadcast and print placements. Among Dittoe PR’s goals was to position marshmallow flavor as the new pumpkin spice of the season.
Hotel Tango Results
‘Shmallow launched in July 2022. Dittoe PR’s personalized media outreach efforts led to immediate national media placements reaching Hotel Tango’s new target audiences of Millennials, Gen Z and females, including Thrillest, Delish, VinePair, PurWow, Yahoo! Life and Trend Hunter.
‘Shmallow then erupted across broadcast media with over 100 TV segments in more than 30 states, including one dozen hits in Hotel Tango’s target media markets. In the two days following the TV coverage, over 100 bottles of ‘Shmallow were sold.
Additionally, Dittoe PR secured media coverage for ‘Shmallow in prominent beverage and spirits trade publications, including The Whiskey Wash, The Bourbon Review and BevNET Magazine.
In Q3 2022, Dittoe PR generated the following results for Hotel Tango:
The high volume of media coverage also played an integral role in driving website traffic for Hotel Tango. In Q3, the brand saw nearly 4,454 new users to its website, making up 10% of website visitors (new vs. returning). Delish was the #3 referral source to Hotel Tango’s website in all of Q3, resulting in website traffic from 115 visitors who read the Delish story. Multiple pieces of additional media coverage landed in the top 50 referral sources for the Hotel Tango website.
Explore Similar Case Studies
National Verizon Retailer Calls on Dittoe Public Relations to Build Brand Awareness, Engage Customers During 14-Year Partnership
As one of the nation’s largest Verizon Authorized Retailers and a subsidiary of Round Room LLC, TCC operates over 500 locations from coast to coast, skillfully maintaining a local brand identity and strong community connections amidst its extensive reach. Positioned in the fiercely competitive wireless retail market, TCC is dedicated to enhancing its brand awareness and fostering positive, engaging customer relationships throughout its service areas and corporate base in central Indiana. This case study highlights Dittoe PR’s strategic public relations efforts to establish TCC as an employer of choice with a vibrant corporate culture that not only attracts top talent but also achieves customer satisfaction rates that rival the most esteemed retailers in the business.
Dittoe PR Drives Dank Results for a New Kind of Dry January
Dry January is so 2022. With consumers leaning away from Dry January to follow more mindful drinking habits, WhistlePig Whiskey sought to create the best of both worlds with a limited-time non-alcoholic cocktail made with non-psychoactive cannabis terpenes. But to disrupt a social movement as established as Dry January, WhistlePig would need a partner to culture-jack the post-holiday tradition and appeal to new audiences with ever-changing preferences. (And did we mention it was also a fundraiser to benefit bartenders?) Dittoe PR was happy to light up the media.
Social Media Performance Growth You Can Take to the Bank
With the absence of an in-house dedicated social media manager, the MBI marketing team looked to Dittoe PR to assist with content development, take over daily management of its channels, and grow its presence on social media.
Dittoe PR Leads NCAA Division I Women’s Basketball Social Media Channels to 296 Million Impressions, 23 Million Engagements
With an audience active 24 hours a day, a membership base of more than 350 schools and upwards of 50 Top 25 games each week to monitor and amplify, the National Collegiate Athletic Association (NCAA) realized their need for a community management partner who could assist
with influencing, engaging and growing a community of loyal women’s basketball fans, while competing at the same level as the men’s accounts.
PR to Inform: Thought Leadership Drives Earned Media for WGU Indiana
With growing competition among established online universities as well as traditional colleges that began offering more online courses during the pandemic, WGU Indiana needed a way to stand out to its target student demographic.
Influenced by Art: Newfields’ Immersive Van Gogh and Monet Experiences Garnered Digital Success
After huge success in its first year, Newfields announced the second year’s content in May 2022: THE LUME Indianapolis featuring Monet & Friends Alive. While Indianapolis was being introduced to immersive art experiences at this size and scale for the first time these past few years, it faced competition from other immersive art experiences occurring across the globe.
Dittoe PR Content Development Helps Recruiting Software Company Generate Leads, Establish Thought Leadership
Jobvite turned to Dittoe Public Relations to generate fresh, valuable and targeted content, with the primary goals of attracting customers and demonstrating its expertise in the recruiting industry.
Dittoe PR Leads Liberal Arts College in Preparing for, Overcoming Crisis Situations
Beloit College called upon Dittoe Public Relations to help plan and execute proactive and reactive media strategies in the event of a crisis.
In one event, a polarizing businessman was set to speak at the college, and controversy erupted as students vocalized their concerns, demanding he be prevented from giving his talk.
Dittoe Public Relations Boosts Media Placements for Leading CPG Brand By 216%
Vita Coco needed a PR partner to re-energize the brand to not only encourage consumers to desire a taste of the tropics, but also to show that the category was relevant and growing.
Social Media Slam Dunk: Dittoe PR's Full Court Press For Men’s Final Four and Indiana Sports Corp
In January 2021, the National Collegiate Athletic Association (NCAA) announced that for the first time in program history, the entire Division I Men’s Basketball Championship, known as NCAA March Madness, would take place in one region. Their choice: Indiana, with the majority of games taking place in downtown Indianapolis. ISC needed an agency partner to help Indianapolis shine as the sports capital of the nation.
Like What You See?
Get in touch with us! We would love the opportunity to discuss how Dittoe PR can get you similar results.
