To convey the unique concept of cocktails inspired by traditional holiday cookies, the design relies heavily on photography of both the specialty drinks and the treats that inspired them. Powdered sugar, pine branches and red berries provide a subtle wink to the holidays, while staying true to the idea of reinventing tradition.
To promote the offering, a recipe video featuring the Sugar Cookie Cocktail was filmed and posted to Facebook, Instagram and Twitter, where it garnered 437,838 total impressions with an average time spent of 14.9 seconds per user.
Additionally, art-directed photos of the cocktails accompanied press releases for the campaign. Through media pitching and press release distribution, the program generated 197 total placements for 105M impressions.
On property, the promotion was supported with posters in the lobby, specialty menus, key packet inserts for guests who booked the Sip & Savor package and collectible coasters, each featuring a recipe for one of the six Cookie Cocktails.
