The Brewers
The Brewers of Europe requested a “creative, out-of-the-box communication plan” to drive media and stakeholder outreach in Brussels and support members of The Brewers of Europe. Cambre proposed an integrated PR & communications programme to strengthen and complement The Brewers’ strategic communications plan and to create broader public affairs opportunities.
Brief
Our approach
Cambre proposed an integrated PR & communications programme to promote The Brewers’ activities to the media and Brussels stakeholders, develop the overall profile of the brewing sector in Brussels and beyond, and, create broader public affairs opportunities in support of specific government relations activities and advocacy objectives.
This alignment of activities was designed to strengthen and complement The Brewers’ strategic communications plan, provide the sector with tools and approaches in the short to medium term and position The Brewers for fresh challenges in the longer term.
As part of this approach, Cambre worked with The Brewers to publish a report on advertising self-regulation in the brewing sector. Cambre assisted The Brewers in mobilising endorsers and creating messaging and narratives to communicate the concept. Cambre then worked to generate visibility for the report and identify platforms to discuss the issues in public.
Results
Cambre’s approach helps The Brewers to equip its members and optimise their communications throughout the year. Cambre also supports The Brewers on specific projects including the launch of the self-regulation report. Tangible successes from the advertising self-regulation project include:
The report has been shared with a read by key decision-makers in the EU institutions and stakeholders in the Brussels community.
The Brewers have received endorsement and acknowledgement from senior EU officials and Members of the European Parliament.
Major news agencies including TV outlets attended a The Brewers’ press briefing to launch the report.
Over 50 articles were published in major Brussels and national publications.
The Brewers have received a number of invitations to attend events and hearings to discuss self-regulation best practice as outlined in the report.
