Through media relations and custom activations, YBIMC supported Grand Marnier’s efforts to increase awareness and interest, presenting the brand as a premium modern luxury spirit with an eccentric twist. Strategically aligned with the global ’We Live Grand’ campaign and a luxury narrative focused on brand heritage, the team drew upon modern mixology and brand authenticity to create an engaging story for media across Canada.
YBIMC conceptualized and executed two high-end intimate dinner events held at the Ritz-Carlton hotels in Toronto and Montreal, highlighting a namesake connection of shared heritage for two iconic brands: Grand Marnier and Ritz-Carlton. Hosted by Patrick Raguenaud, Grand Marnier’s Master Blender, the events featured lavish menus inspired by a 100+ year-old menu from the Ritz Paris, the full range of Grand Marnier expressions, and expertly paired cocktails.
Guests included lifestyle/luxury media and influencers, the Consul General of France, and VIPs from the Ritz-Carlton and Gruppo Campari. All were treated to a fully-branded experience, created entirely by YBIMC.
Bilingual creative materials were executed by YBIMC, and featured custom wax seals and the iconic twisted red ribbon to anchor the experience in the brand. Departing guests received a personalized bottle of Grand Marnier and a video brochure as a take-home gift, ensuring the brand experience continued long after the event came to a close.
In all, the experiences garnered over 1.4 million social media impressions, along with nearly 4 million impressions from earned media coverage of the brand’s heritage and Grand Marnier Cuvée expressions. More than just dinners, the events were grand celebrations of a truly grand liqueur.