Starbucks Reserve Roastery Shanghai’s 2017 launch campaign

Starbucks (NASDAQ: SBUX) is the premier roaster, marketer and retailer of specialty coffee in the world. It announced on May 26, 2016 that it would bring its first international Starbucks Roastery and Reserve Tasting Room to Shanghai, China in late 2017. To make Starbucks Roastery and Reserve Tasting Room as one of the city’s most iconic must-visit destinations and landmarks for Shanghainese, visitors from China, and tourists around the world, the author created a launch campaign for Starbucks to attract a wide group of target audiences.