Jack Daniel's awards Vicente Fernandez PR assignment to a big chihuahua, inc.

a big chihuahua, inc., announced today it has been retained by Jack Daniel's Tennessee Whiskey to coordinate public relations efforts in relation to Jack Daniel's sponsorship of the Mariachi legend, Vicente Fernandez, U.S. Concert Tour.

a big chihuahua, inc., will handle the public relations strategies and activities in major U.S. Hispanic markets of the Concert Tour. The assignment includes securing VIP attendees at Jack Daniel's pre-concert receptions, and coordinating the donation of Vicente Fernandez' autographed guitars to local Hispanic non- profit organizations. Agency will also secure media interviews and provide media training for Jack Daniel's Field Managers.

" It made sense for us to retain a big chihuahua, inc. for the PR assignment, since we were happy with last year's results," said John Hayes, America's brand director, Brown-Forman Beverages. "Specifically, the attendance to our VIP receptions was greatly improved, and the relationship-building with the artists was key," he added.

The PR campaign will launch during Hispanic Heritage Month (Sept. 15- Oct. 15) in Houston, and then will follow the tour's schedule through the end of the year.

The shop has handled brand advertising, creative duties, promotions and media for Jack Daniel's since 1999.

About a big chihuahua, inc.,
a big chihuahua, inc. is a minority owned marketing solutions company specializing in targeting the Hispanic market. They have experience servicing McCormick & Co. Inc., Jack Daniel's Tennessee Whiskey, Academy Sports & Outdoors and Wells Fargo & Co. Headquartered in San Antonio, a big chihuahua, inc. has doubled billings each year for the past three years. The agency's tagline is "Big Ideas For a Small World."