RAINIER BEER’S 'R-DAY'
ABOUT
Rainier Beer, an iconic American-owned brand established in Seattle, Washington, is a cornerstone of Pacific Northwest culture. Celebrated annually, Rainier’s R-Day is a vibrant block party held in Seattle’s Georgetown neighborhood at the original Rainier brewing site. The event features a mix of engaging activities, including local merch vendors, arcade games, food trucks, a beer garden, and a carefully curated musical lineup. In 2023, R-Day celebrated its 10th anniversary with headliners Red Fang, a Portland-based rock sensation, and Cherry Glazerr, known for their West Coast guitar-driven sound. Also featured were Seattle’s powerhouse R&B artist Parisalexa and KEXP’s own Larry Mizell Jr., delivering his signature grooves.
RAINIER BEER'S 'R-DAY'
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2023
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RAINIER BEER'S 'R-DAY' • 2023 •
RAINIER BEER'S 'R-DAY'
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2023
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RAINIER BEER'S 'R-DAY' • 2023 •
STRATEGY
Secured comprehensive media coverage across local print, television, and radio outlets.
Targeted food and beverage press, local music press, and national beer publications
Partnered with local platforms for giveaways to drive community engagement.
Implemented influencer marketing campaigns to amplify reach.
Organized PR opportunities for musical guests, including broadcast features and artist interviews.
RESPONSIBILITIES
Taking the lead as a Junior Publicist at INFAMOUS PR, I managed this project independently, showcasing my ability to drive results. Key responsibilities included:
Strategically researching and pitching to diverse media outlets, including local print, television, radio, food and beverage, music, and national beer press.
Drafting and distributing a compelling press release to generate excitement and coverage.
Coordinating artist interviews with local media, ensuring seamless communication and preparation.
Overseeing on-site media relations, guiding VIP influencers with event insights and fostering meaningful connections.
Managing coverage across announcement, pre-event, and post-event phases to sustain momentum.
Results and Metrics
The Rainier R-Day 2023 campaign achieved impressive results:
Editorial Breakdown: Total reach of 163,830,830 unique monthly views (via SimilarWeb).
Total AVE (Ad Value Equivalency): $1,515,435.18.
Social Impressions: 4,264,831 across all campaign phases.
Announcement Phase: 1,299,940 reach | $12,024.46 AVE | 24,728 social impressions.
Pre-Coverage Phase: 161,995,316 reach | $1,498,456.66 AVE | 3,214,274 social impressions.
Post-Coverage Phase: 882,741 social impressions.
Media Partnerships: 535,574 reach | $4,954.06 AVE | 143,088 social impressions.
RAINIER BEER'S 'R-DAY'
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2023
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RAINIER BEER'S 'R-DAY' • 2023 •
HIGHLIGHTED PRESS COVERAGE
Secured features in The Seattle Times, FOX 13 Seattle, KIRO 7 (CBS-affiliate), KOMO (ABC-affiliate), Curiosity (Seattle), Seattle Refined, Washington Beer Blog, Brewpublic, AXIOS, and Secret Seattle.
