This week, a heavy wooden box - emblazoned with the phrase, "In a world of tireless press conferences and media events, there's always Bass Ale" - arrived at our newsroom as part of PR boutique Bragman Nyman Cafarelli's new campaign to tout the beer's new ad campaign, "The World Through the Eyes of Bass Ale (which also includes a re-launch of its Web site, http://www.bassale.com)."
Inside the box were goodies that made up a press conference we never had to leave our office to enjoy - included were a reporter's pencil and notebook, a cassette tape, visuals (color slides and postcards of ad images) and some tempting product samples - an opener, a pint glass and, alas, the clincher: a bottle of beer. We simply have one thing to say about Bass Ale's "Press Conference in a Box": we wish all press conferences were like this. Howard Pulchin, director of communications for Guinness Import Co., says the boxes cost around $50 each (not including FedEx charges).
They were sent to about 125 journalists - those at the major media outlets and at trade and beverage pubs - and the ink's (based on the drinks?) already started. (Michael Nyman, 310/274-7800; Howard Pulchin, 203/359-7296)