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Montecristo Social Club Roadshow


While the Montecristo Social Club knew a cross-country tour was a great way to make a splash, their 2015 Roadshow found itself with a unique challenge – making sure people actually showed up. With events held everywhere from Los Angeles to Louisville, the Montecristo Social Club challenged us to help fill every one of their events.

Our Solution:

With plenty of seats to fill, we dug deep through our Rolodex, which contains thousands of media contacts within major cities across the United States. We developed a unique strategy to use the events as a time to bring in cigar fans, but also to enhance the brand’s relationships with the media in each city.

Using this strategy, we reached out to both endemic and non-endemic media to drum up interest in the event and to invite them to a special media happy hour just before it began. Media and Influencers at each event took advantage of this intimate time for lively discussions of everything from premium cigars to food and spirits.

While we had great success filling each show, the brand was even more impressed with our initiative to connect with local media. Thanks to the one-on-one attention we were able to give reporters, the Montecristo Social Club has a new crop of long-term relationships that will be invaluable as their business continues to grow.