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Case studies
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 National Honey Board: Honey Mixology |
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A traditional product uses innovative ways to reach Latinos
Honey has been an important part of the lives of Hispanic families for centuries and since 2004, RL Public Relations has helped the National Honey Board keep the golden elixir relevant to Latinos in the United States.
Over the years, RLPR and the National Honey Board have developed honey-based recipes for a multitude of uses: from kids’ snacks, to desserts, to sports drinks and even beauty masks. However, the way we reach Latinos has evolved in recent years. The non-interactive, scroll-down mielpura.org site was quickly becoming outdated and in late 2008, it was time to revamp the Spanish-language website into 2.0.
Mielpura.org is now a full-fledged interactive site where consumers can search for favorite recipes based on several criteria and even share some of their own. Visitors can also leave their comments, share their favorite uses of honey and register for newsletters and contests while learning about all the benefits that honey can bring to their lives.
The new Mielpura.org site was ready to launch in March 2009 and what better way to introduce it to the public than with a program that showcased exciting recipes that could be shared and tagged by the web’s key influencers: bloggers! The Honey Mixology! PR program did just that.
Honey Mixology! took advantage of the new trends and art form in cocktail mixing and recruited the top mixologists in the United States to share their favorite honey-based cocktail recipes. Armed with concoctions from Junior Merino, Pablo Moix and others, RL Public Relations reached out to traditional media as well as the new tastemakers on the web: drink and cocktail bloggers. Not only did our honey-based cocktails grace the pages of dailies such as La Opinion; web-based videos and recipes could be found online through EFE and popular drink blogs such as BarNone Drinks, Mattatouille and Mixologia.
With a new website and a PR program to match, RL Public Relations effectively helped the National Honey Board reach Latinos on all platforms available. Hundreds of online outlets ran pieces about Honey Mixology! and hundreds of thousands of consumers logged on to the new website. Honey Mixology! has reached over 100 million media impressions and it’s still counting! |
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