Channel Planning

During my enrollment in the Advertising and Media Campaign course at George Brown, I had the exciting opportunity to work on a project for Malfy, a renowned brand unveiling their latest summer flavors. Tasked with their creative brief, I delved into strategizing the most effective marketing channels to promote their new offerings. This endeavor began with creating a comprehensive outline, which guided my approach to reaching the target market.

One particular focal point emphasized by Malfy was the concept of a patio takeover. To bring this vision to life, I conducted extensive research to identify the perfect venue in Toronto, which led me to the exceptional Terroni place on Yonge. With its wine bar on the main floor and a stunning rooftop patio, this Italian restaurant served as the ideal backdrop for our campaign. Drawing inspiration from the wine bar below, I envisioned a gin bar on the patio, featuring signature cocktails meticulously crafted to highlight Malfy's enticing new flavors. These delectable concoctions would be complemented by an array of tantalizing small plates, creating an immersive and unforgettable experience.

To further extend Malfy's brand presence beyond the physical realm, I proposed the inclusion of special drink tags on Malfy gin bottles in stores. This innovative idea provided customers with an opportunity to recreate the essence of "Live Dolce Vita" in their own homes by offering Italian-inspired drink recipes using Malfy gin. This approach aimed to foster a sense of connection with the brand and encourage consumers to embrace the joyous spirit of Malfy's products beyond the confines of a traditional bar setting. By meticulously planning and executing these creative marketing strategies, I aimed to captivate Malfy's target audience, evoke a sense of adventure, and inspire individuals to embrace the essence of the brand. This portfolio project exemplifies my ability to think strategically, innovate, and create immersive experiences that resonate with consumers, ultimately driving brand engagement and loyalty.