Getting a celeb with huge PR potential and social following can really help take your brand to the people who need to hear about it. But it needs to be authentic and the talent need to be on message and on time. Tia Maria nailed this in 2013 when Music and entertainment strategists, FRUKT, created a new music platform called Tia Maria Music Room. They multiple BRIT Award Nominee Laura Mvula who perfectly embodied the essence of Tia Maria to curate the Music Room at London’s Century Club. She perfomed her celebrated debut album ‘Sing To The Moon’ and the whole even successfully established Tia’s brand position in music and got them lots of media attention.

To take this concept to the next level, and cement their brand identity along the way, Tia Maria will be using an evolution of last year’s successful Music Room experiential platform for 2014. It’ll be renamed the Tia Maria Dark Room and will focus on style, beauty and music, with a series of events curated by radio and TV personality Gemma Cairney, celebrating the best bits of a girl’s night out.

In line with this theme, guests at the Tia Maria Dark Room events will be treated to complimentary manicures courtesy of cult East London nail art boutique WAH Nails, as well as hair treatments by leading salon Toni and Guy. The soundtrack to these exclusive nights is an upbeat mix of dance floor fillers, classic party tracks and live performances from talented local singer-songwriters. It’s an unmissable event that anyone who’s anyone wants to be a part of, and subsequently it’s a fantastic PR stunt that promotes Tia Maria and gives the brand a credible, cultural relevance.

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Jim Robinson, managing partner of FRUKT, said: “We decided to explore the idea of the ultimate girls’ night out. Our research found that cocktails and music are key to the ‘best nights out’, along with the ritual of getting ready. So this year we’ve evolved the creative to incorporate WAH Nails and Toni & Guy. The Dark Room will provide delicious Tia Maria cocktails, great music and styling in cities across the UK.”

The Dark Room by Tia Maria launched in Manchester and moves onto Nottingham (July 4th/5th), Glasgow (August 15th/16th) and London (October 10th/11th). Hotcow is a non-traditional creative agency that specialises in experiential marketing that goes viral. Our campaigns generate buzz through crowd participation, PR and content sharing. Contact us on 0207 5030442 or email us on info@hotcow.co.uk.