The annual Whisky Festival is Austin craft pub Opal Divine’s biggest event of the year. Peat freaks and imbibers travel from miles around to sample the tastiest whiskies of the British Isles. We knew that we could make a big event an enormous event, so that’s exactly what we did.
We started drumming up interest for the entire month leading up to the event. We hit whisky lovers everywhere, on social media, in newsletters and all throughout the Austin press. The week of the event, we’d successfully pulled off the biggest pre-sale in the 13-year run of the festival. It still wasn’t enough for us.
As a last minute push, we cooked up a quick promotion that fit the festival’s Lucky 13 theme. Every 13th person to buy a ticket on the day of the event got a free ticket for a friend. Sure enough, the whisky fiends took the bait and we moved 20 more tickets at $50 apiece. (Oh yeah, same day tickets were a higher price point.) The event was a smashing (and likely smashed) success that garnered rave reviews from folks on social and the local media invited by RCM.