The key decision was to run an experiential campaign from the outset. Sending out a press release about a partnership with Disney would have generated one-off coverage but with no real connection to the brand. Instead, the strategy was to create a physical kit that journalists could open, try out and experience for themselves before writing about it.

The media was segmented by editorial focus — lifestyle, family, health, business — with messages tailored to each, as the same product had very different angles depending on the audience. It was not a question of distributing a generic press release, but of matching the message to the specific interests of each media outlet.

The aim was not just immediate coverage, but to strengthen relationships with key journalists who could continue to act as advocates for Santa Teresa beyond this campaign.