Tourism, Convention, and Event Management
Capstone Course
While developing a promotional plan for McCracken Curve Distillery, we applied LOC #4: Creating messages appropriate to the audience, purpose, and context. Understanding the distillery’s brand identity and target market was crucial in crafting effective messaging that resonated with potential consumers. By analyzing their key demographic—spirits enthusiasts seeking high-quality, locally crafted vodka and moonshine—we tailored marketing materials to highlight the authenticity, craftsmanship, and natural ingredients of their products.
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The purpose of the promotional plan was to position McCracken Curve Distillery as a premium yet approachable brand that differentiates itself from mass-market competitors. To achieve this, we ensured that messaging aligned with the values of health-conscious and experience-driven consumers, emphasizing aspects such as "no artificial ingredients" in Star 19 Vodka. Additionally, we adjusted tone and content across platforms, using engaging storytelling on social media, informative content for retailers, and experiential promotions such as tasting events to capture interest.
Context played a vital role in shaping the promotional approach. Recognizing the competitive landscape, we crafted messages that appealed to consumers’ growing preference for locally produced and sustainably sourced spirits. By strategically aligning communication with audience expectations and industry trends, we effectively positioned McCracken Curve Distillery to attract its ideal customer base and strengthen brand loyalty.
