Objective

In the framework of positioning Café Martínez as Experts in Coffee, the brand invited Federico Bolaños, Salvadoran trainer of world champion baristas, to conduct workshops and masterclasses aimed at strengthening and enhancing the coffee fan community. 

Challenge

Organically amplify the proposal of these workshops and masterclasses in the media to generate interest and registrations from coffee lovers.

Connect the figure of Federico Bolaños with Café Martínez in an authentic and relevant way, consolidating the brand as a coffee reference. 

Strategy

We announced the arrival of Federico Bolaños to the country in media specialized in lifestyle and gastronomy, ensuring coverage that positions his visit as a relevant event within the coffee industry. 

We invited journalists to a tasting with Federico Bolaños, offering them an immersive experience in the coffee universe. We arranged interviews in Tier 1 media such as La Nación, TN, and El Destape. We generated strategic content for Federico Bolaños and David Ledesma, Coffee Master of Café Martínez, with the goal of building a unified narrative that connected the expertise of both.

Results

We invited over 30 journalists to experience a unique experience alongside Federico Bolaños. Over 10 publications were achieved regarding his arrival, including the management of 3 interviews in Tier 1 media, reaching an Earned Media of over 12K and impacting over 21M people with publications in the media.