live webinar at wines of Greece trade & media tasting in NYC
late night wines of santorinisommelier tasting at salvation taco
Wines of Greece & Wines from Santorini
Challenge:
Increase national awareness and deepen understanding of the wines of Greece and Santorini among influential trade, media, and consumers. Despite its range of beautiful red and white wines produced from indigenous grapes, Greece was considered by many to be, stylistically, a “new world” wine region, despite the fact that it is one of the oldest winemaking cultures in the world. Greece’s language and unfamiliar grape varieties also presented barriers to entry for success in the U.S. market.
Solution:
Expanded digital outreach via an expanded multi-platform program. Launched first online wine webinar, organized numerous live twitter tastings with a range of producers, sponsored multiple wine blogger conferences, and directed social media content.
Generated a multi-layered educational program for trade that included a partnership with the Guild of Sommeliers in major and secondary markets, a late night sommelier tasting and ping pong competition with winemakers, wine donations to the International Wine Center, sponsorship of trade events, and trips to inspire life long ambassadors.
Launched a strategic sampling program that bolstered ongoing media outreach.
Organized direct consumer education via in-store classes, food festivals, and first consumer grand tasting in NYC.
Results:
Social media activations across multiple platforms fostered significant buzz and growth of following and reach year after year. Greek wines have grown out of relative obscurity in the U.S. to become widely recognized for their uniqueness, high quality, and value. The surge in demand for Greek wines is demonstrated by their increasing presence on leading restaurant wine lists and in retail stores.
Total Media Impressions: 1,060,606,015
Champagne Lanson
Challenge:
Renew interest and excitement during a six month campaign for a fine Champagne brand in the height of the pandemic that had lost traction in brand awareness and sales among its peers. Increase awareness and excitement in order to strengthen sales during OND – the most important season of the year.
Solution:
Created unique messaging around brand campaign "It's All About Love", highlighting its 260th anniversary in pitches to diverse national media that focused on its love of terroir, tradition, innovation, entertaining, & people.
Organized 2 interactive online tasting of Lanson's range of Champagnes for 28 top media iacross the U.S:
International Champagne Day tasting with with celebrated winemaker Herve Dantan, while in France for harvest
Champagne & Charcuterie demo - partnering with Trois Petits Cochons and featuring Chef Diego Rivera of the iconic Racines Wine Bar in NYC
Facilitated Lanson’s hosting of the virtual Champagne Happy Hour for New York Champagne Week
Enacted a strategic sampling program that bolstered ongoing media outreach and coverage.
Partnered with a key lifestyle influencer on dynamic holiday campaign.
Results:
The campaign refreshed and reminded media mindsets across the country about this iconic champagne producer, setting the stage for their revitalized presence in the United States.
Total Media Impressions: 3.2 Million
