Edinburgh Craft Beer Festival was launched in 2017 by the organisers of London & Bristol Craft Beer Festival. The festival saw a highly anticipated line-up of some of the world’s best breweries descend on Edinburgh for the debut festival.
LUX executed a highly targeted PR campaign, highlighting the international angle – ‘Scotland’s first global craft beer gathering’. A press package consisting of hi-res press photography and several launch announcements was produced to target news desks, lifestyle media and trade media. The story continued to be seeded with a media preview event and targeted pitching & placement of exclusive feature angles.