Brief: Create and organise an event to launch the new Dry Dock beer, a Sail & Anchor brand for Woolworths, and obtain media coverage.

Solution: In keeping with the name of the beer, a nautical themed launch party was planned at the Sail & Anchor hotel in Fremantle. The party included a dinghy filled with Dry Dock beer, as well as mermaid and pirate "Mannequins in Motion" and the "Dry Dockettes" tap dancers. The event included a private media briefing by the brewer and opportunities for interviews.

Results: The packed launch event was a huge success and media coverage was achieved in The West Australian, community newspapers and a range of specialist trade publications.