Frost Ice Bar

Launching Boston’s Coolest New Attraction

Challenge

Tapped by the executives behind Boston Duck Tours, marlo marketing was tasked with building awareness and driving excitement around the company’s new venture: Frost Ice Bar. The world’s largest bar made entirely of ice, we were charged with building buzz prior to its opening among so that it became a “must-do” immediately at opening and beyond for corporate and social event planners, tourists, and Bostonians alike.


Strategy

Starting about 12 months prior to opening, we began by building an active social media community by offering engaging, creative content on Frost’s branded Twitter and Facebook accounts. In order to build buzz around Boston and drive social engagement significantly in advance of the grand opening, we created a series of bar takeovers, street team giveaways and social media contests where we distributed branded sunglasses, “icy” rock candy and other shareable swag. We also used the channels to offer followers a behind-the-scenes look into the bar’s construction, in order to further create excitement and engagement. Our media outreach strategy was designed threefold: opening local consumer coverage surrounding the project’s announcement; corporate trade coverage to encourage event pre-bookings; and local, regional and national consumer coverage at opening to encourage visitors from around the country to put Frost on their to-do list when visiting Boston. An exclusive evening local VIP, media and preview event at opening further drove buzz and social engagement.


Results

  • Starting at zero, we secured 8,349 Facebook likes & 550 Twitter followers in nine months
  • 1,200+ guests visited Frost in week one
  • 148 earned media placements in top tier media outlets & 160 million+ impressions, including an AP story at opening that was picked up by outlets across the country

 

 

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  • Media Coverage