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Case Studies
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 Murals Program 2009 |
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In the summer of 2009, RLPR designed a multi-layered PR campaign around Heineken’s Hispanic outdoor murals to build an emotional connection with target consumers and garner quality media coverage in key markets.
The agency commissioned over 20 Hispanic visual artists from NY, Miami and LA to design culturally-relevant murals and festive art installations for key bars/restaurants in each market.
Each mural and art installation was celebrated during the “Heineken Art Crawl” -a traveling party for consumers to view the unveiling of the murals and see the local art installations.
Consumers were shuttled through the participating bars/restaurants and the mural sites to view and celebrate the works created by local Latino artists, while enjoying Heineken at each stop.
The initiative successfully engaged over a thousand consumers per market and garnered feature media placements in top local print, broadcast and online outlets including El Diario La Prensa, Univision and Telemundo news programs, totaling over 24 million impressions. |
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