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'

2023

RAINIER BEER'S 'R-DAY' • 2023 •

RAINIER BEER'S 'R-DAY'

2023

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'

2023

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.