Our Work | NH Liquor and Wine Outlet Holiday Retail Campaign

Challenge/Objective

The holiday season is a short, but critical one for the New Hampshire Liquor & Wine Outlet (NHLWO) stores. For this holiday campaign, the NHLWO was looking to drive traffic to and increase sales at its numerous stores around the state from October through December.

Strategy

To take advantage of the NHLWO’s wide selection and low pricing, a campaign was created to target consumers in the bordering counties of Massachusetts and Maine, from where people frequently cross into New Hampshire to shop and take advantage of the tax-free savings.

With the assistance of third party research tools EVR strategically selected media channels that would not only complement digital channels already in place, but deliver a message to customers in a variety of ways. The media plan included a mix of radio, newspaper and magazine ads placed on key stations and publications in the target areas. Through research and third party data, we selected the top stations with listeners who are most likely to consume alcohol (wine and/or spirits) three or more times a week within the selected geographic targets. Stations were evaluated based on geographic coverage, qualitative rating and cost per point.

The public relations program, centered around an established U.S. Marine Corps Reserve Toys For Tots collection campaign, aimed to increase awareness, drive traffic to NHLWO stores and, collect more donations for Toys For Tots.

Creative

EVR was able to utilize the wide range of colors, shapes and sizes of spirit/wine bottles to create holiday formations and showcase the quantity and variety of products found at NHLWO stores in a unique way. Copy reinforced NHLWO’s primary messaging of value, selection and tax-free savings.

RESULTS

The campaign immediately proved its effectiveness with increased store traffic and record-breaking sales volume. It generated a significant contribution to the increase of 6% in NHLWO retail sales over the previous year.

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