About the Company
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The Challenge
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The Solution
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Create a Series of Experiential Events
Global
Forever Better espoused with “Time_Space_Life”
Local
Better Living featuring Miele Table Artists
7 events in 7 Miele galleries over 10 months
Miele Table Artists
Identify one chef per regional market who is up-and-coming, relatively undiscovered, and adopts the Better Living philosophy.
No Detail Left to Chance
- Miele Table Artist appliance training.
- Work with Miele Table Artist to research and source local, seasonal ingredients.
- Concept tablescapes in line with season and location.
- Partner with Riedel to provide the ultimate wine tasting experience.
- Pair finalized menu with local wine.
- Cultivate media and guests.
Develop integrated
Multi-Touch Point Program
to connect with target affluent consumers, media, and designers
Outreach Ingredients
Digital Ads
Save-the-Dates
Invitations
Print Ads
Counter Cards
Postcards
A Taste of Better Living
- Event set-up and preparation
- Provide menu cards along with branded chef jackets, aprons, and gift bags
- Chef interacts with guest who are encouraged to participate in the cooking
- Local wine is paired with local food
Reconnect with Attendees
- Direct Mail Postcards
- Social Media Promotion
- Thank You Notes
- Follow up with Media Guests
Miele Humanized
Lasting relationships formed with close to 200 key media, architects, and designers that have tremendous influencer value in the industry.
Set the foundation for Miele USA to become #2 in global sales.
2,633,126
SOCIAL IMPRESSIONS
453,241,953
CIRCULATION/EARNED MEDIA
5,904,913
CIRCULATION VALUE/EARNED MEDIA
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