The return of the Lappish beer
Tornio Brewery has been an important part of the city of Tornio since 1873. Its closing in 2010 created a big void in both the supply of beer from Lapland and the city's employment opportunities. Sangen Ltd wanted to get the brewery up and running and started a massive crowdfunding campaign in 2015 to ensure the revival of the brewery. A great deal of visibility was required for the campaign to succeed – without much initial capital.
Visibility with press releases
Sangen decided to use a professional press release distribution service to assist in the crowdfunding efforts. Press releases were seen as an easy and cost-effective way to gain visibility and reach potential funders. Sangen chose to partner with Liana Technologies because with Liana's press release distribution service the journalists interested in the industry could be targeted and press releases could be securely delivered. The first press releases were sent in early 2015 and they soon sparked results.
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Smashing through to million funding
The crowdfunding campaign was a huge success. The story behind Tornio Brewery was the subject of over 150 articles in six months and also two of the most prominent local business media approached Sangen about the press releases. The massive media coverage brought profitable results: Tornio Brewery got a record-breaking funding for its operations. With the million euro funding the brewery could start production and could also invest in larger production capacity. Above all, its operations created jobs and life force in the area and revived the Lappish beer.