LA CERVECERIA U.S. LAUNCH IN MIAMI
The Dana Agency was chosen to launch La Cerveceria de Barrio’s first U.S. location in Miami on Lincoln Road and still represents the client today. More than 300 guests including Spanish celebrities, local VIPs, culinary and Latin media, attended the party. The agency managed all press needs throughout the event including media accreditation at check-in, photographer handling to ensure photos of key players were taken, and execution of run of show (i.e. ribbon-cutting and speeches).
Mexican telenovela stars Carmen Aub, Victor Gonzalez and Tony Vela, as well as NWA World Heavyweight Champion Blue Demon Jr., and Puerto Rican singer Charlie Masso joined the party.
Evening festivities included a photo booth that put guests in the middle of a luchador match, a temporary tattoo station, a custom Snapchat selfie filter of a luchador mask, a guacamole-making station, a ribbon cutting ceremony with City of Miami Beach, a mural unveiling inspired by Blue Demon Jr., and a surprise video message from Mexican actor, director and producer Diego Luna.
Spearheaded by Miami-based V&E Restaurant Group, a culinary industry pioneer behind some of the most recognized and finest restaurants located in Miami Beach, Mexico and Las Vegas since 1985, La Cerveceria de Barrio now has 2 locations in Miami.
The Dana Agency’s launch media strategy resulted in coverage in all major and notable regional outlets including, but not limited to, Telemundo’s Suelta La Sopa, Eater Miami, Time Out Miami, Miami New Times, WSVN Fox’s Deco Drive, MIAMI Magazine, Miami Herald, El Nuevo Herald, Sun Sentinel, Ocean Drive Magazine, Aventura Magazine, South Florida Luxury Guide, and The Real Deal. The campaign also included unique media mailers with luchador masks for top magazine editors and local foodie influencers with large followings, which resulted in social media buzz on various Instagram pages.