Sugarhall Relaunch
Jigger & Pony Group
Client
Year
2022
Sugarhall, the beloved bar of Jigger & Pony Group, made a comeback after a four-year hiatus with a new approachable attitude and a focus on rum-based cocktails. Located on the second level of a heritage building near Raffles Place, the bar retained its feel-good energy and passion for rum.
Nomadic Collective managed Sugarhall's publicity efforts for its relaunch in March 2022, which included developing and executing the overall communications strategy, creating press materials, and disseminating press kits to a curated list of media and influencers.
We have also pitched creative stories to media and key opinion leaders, conducted media training for the Sugarhall team, fielded media inquiries, hosted media and key opinion leaders for Sugarhall's bar programme tastings, and provided day-to-day strategic counsel on communications issues.
The three-month campaign generated over 20.8 million impressions and secured 67 pieces of coverage across print, digital, and social media platforms. The coverage included dedicated features on publications such as Tatler Asia, Esquire Singapore, and Lifestyle Asia.
