To launch the Madison x Italicus terrace partnership to press, influencers and VIPs, to generate social buzz and press coverage.
A PR and influencer strategy was implemented to support the launch. The Madison terrace was transformed by the Italicus team, bringing a flavour of the Amalfi Coast to the heart of London; there were exclusive spritz cocktails curated for the event, alongside the signature Italicus recipes. Key press and influencers were invited to be one of the first to experience the terrace, with guests encouraged to post on social media and press publishing reviews.
Over 25 top-tier press and influencers attended including; Vogue, The Telegraph, Stylist, Sunday Brunch, YOU, Eleanor Calder (3.5M) and Joe Peters (141K). The terrace has been featured in top titles including GQ, The Handbook and The Nudge.