In order to make the pop-upbar as PR-able as possible, 4 ambassadors were hand-picked to promote the bar. All of them were of course fans of the show. Moreover, all 4 of them were experts in different fields of play in their lifestyle niche: beauty, food & beverage, entertainment and music. Every ambassador also hosted a special experience-night in the pop-up bar that fans could attend. This in turn created many interview opportunities and therefore generated bigger articles. With this tactic, and together with an opening party with an influencer and press-only guestlist, oona created a ‘PR as a hero’- approach. Every clipping that appeared in the broad media spectrum (print, online, AV and social) was earned and nothing was paid.