Sorrento Cheese
Event Management
Media Relations
Community Relations
Sorrento Cheese chose to sponsor the oldest continuous Italian festival in Boston, the 92nd Annual Fisherman’s Feast, with a goal to grow its perception among the Italian-American and Greater Boston community as a “genuine Italian cheese”. They needed a media exposure and branding strategy to help them achieve this marketing goal in this market.
Harron & Associates devised various promotions and activities to interest local media, attract new visitors to the Feast, and portray Sorrento Cheese as a community-focused corporate citizen. They created a “celebrity cheese building contest” that was sponsored by Sorrento Cheese, which attracted popular Boston sports and media personalities with an Italian heritage to the opening night of the Feast and pledged the prize money to the winner’s favorite charity. This promotion, combined with other efforts, combined to achieve broad coverage of the three-day event from major newspapers, television outlets, radio stations and magazines, and projected a positive image of Sorrento Cheese to the market they valued most.
For more information about Sorrento Cheese, please visit http://www.sorrentocheese.com/.
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