Loire Valley Wines
Client: Loire Valley Wines
Skills: Trade strategy, PR and media buying
Website: www.loirevalleywine.com
Increase the visibility, ranging and knowledge in the Australian wine trade of Loire Valley Wines - a collaboration between two French winegrowers associations in the Loire Valley.
The Challenge
Loire Valley Wines is a trade initiative looking to higher the profile of their wines on a global scale. It is run through the combination of the two French winegrowers associations in the Loire Valley. Understanding what’s in the bottle, where this fits in both drinking occasions, and pricing within the Australian market has been key in building our Media and Social content strategies.
The challenge: increase the visibility, ranging and knowledge in the Australian wine trade of Loire Valley Wine. A six year multichannel marketing project to drive the export of Loire Valley wines into Australia.
The Solution
Targets:
Wine Trade
Geographies:
Nationally
Strategy & Actions:
Covering a strategic mix of events, virtual tastings, consumer and trade media buying, content strategy and development, social execution, content creation, Tastings and key trade buyer engagement from the biggest importers and retailers in the country.
Wine Trade & Media events
320 trade personnel across 8 masterclasses
36 key journalists and influencers across 3 press dinners
7 targeted journalists visited the Loire Valley with ongoing coverage in Gourmet Traveller Wine, Drinks Trade Magazine, Explore Drinks and The Australian Financial Review
Print & Digital Media
Virtual tasting
Campaign Success
The project has driven Australia to the 6th biggest importer of Loire wines in the world (we were 10th) and facilitated Australia’s number 1 Rose in the Off Trade.
3x Achieved media value compared to actual spend by Loire Valley Wines
70% of Australian trade professionals who noted heightened profile of Loire Valley Wines
1.45 Million view (trade and consumer) of Loire Valley Wines content in Australia in 2019
45% increase in Loire Valley still wine exports to Australia (1st 6 months 2019)
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