LAS Consultancy - 10 Year Anniversary
About Services Work Our Story News Contact
Work Case Study
Events & PR

Jux × Hennessy Press Launch

Client Hennessy East Africa
Year 2023
Location Dar es Salaam

A Celebrity Partnership That Made Headlines

LAS Consultancy was engaged by Hennessy East Africa to produce and manage an exclusive press launch event announcing a high-profile brand partnership with Tanzanian music superstar Jux — one of East Africa's most influential artists.

The event required a carefully curated environment that reflected the premium Hennessy brand while creating an atmosphere befitting a major celebrity announcement. We designed an outdoor press experience complete with branded staging, elegant bar setups, and a dedicated media zone that accommodated dozens of journalists, photographers, and TV crews.

From managing the celebrity's schedule and coordinating one-on-one media interviews to ensuring seamless real-time social media coverage, every aspect was orchestrated to amplify the partnership announcement across multiple channels and maximize earned media value.

Services Delivered
Press Event Management Celebrity Liaison Media Relations Brand Activation
Industry
Luxury Spirits & Entertainment
Team
5 Core Team Members
8 Event-Day Support Staff
The Hennessy-branded outdoor stage — palm trees, bar stools, and elegant backdrop
Press panel — media cameras trained on the announcement table
Jux addresses the media — microphones from every major outlet
The press conference in full swing — pink-lit Hennessy staging
Through the lens — professional media capture of the announcement
Jux in conversation with AyoTV — one-on-one celebrity interview

Our Approach

A precision-planned press event designed for maximum media impact

01
Concept & Brand Alignment
Working closely with Hennessy's marketing team to develop an event concept that seamlessly merged the luxury spirits brand with Jux's artistic identity — creating a visual and experiential narrative that felt authentic to both.
02
Media Coordination
Strategic outreach to 20+ media houses, arranging exclusive interview slots, managing press accreditation, and creating a media kit that ensured consistent messaging across all coverage.
03
Event Production
End-to-end venue production including branded staging, lighting design, outdoor furniture curation, and a seamless event flow from press conference to one-on-one interviews to social content creation.

The Results

A partnership announcement that dominated entertainment and lifestyle media

0+
Media Houses Present
0M+
Social Reach
0+
Media Placements
0%
Brand Recall
LAS Consultancy understood exactly how to position this partnership for maximum impact. The press event was flawless — every media house that mattered was there, and the coverage exceeded our targets across every channel.
— Brand Manager, Hennessy East Africa
Next Project
I&M Bank — Corporate Event
→
Follow Us
@lasconsultancy