The bottle of excellence: Designing the public relations campaign for Luzhou Laiojiao's iconic liquor brands

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This paper is for the purpose of designing a public relations campaign for the iconic liquor brands of one of China's largest liquor companies, Luzhou Laojiao .; As liquor markets expand in China, Luzhou Laojiao decides to capture this growth and increase its iconic brand's sales revenue. The public relations campaign will support this goal focusing on increasing the brand's nationwide recognition.; The paper initially covers the internal and external environment to determine the company's overall situation. Then it summarizes desk research results to decipher the communication experiences in the iconic liquor field. It also conducts media coverage analysis and focus group study to collect necessary information for campaign design.; Based on the research results, the paper identifies three communication goals that will effectively help the company to support the company's business goals: increase the nationwide brand awareness, highlight the brand's unique features, and enhance the corporate image. Finally, the paper outlines a series of strategies and tactics to achieve those communication goals.