Promote the benefits of entering the International Wine Challenge.
We identified the key judging stages and exploited these moments in time through the media. Experts in their own right, we were able to draw upon the judges for media relations and to exploit the newsworthiness of the winners with the focus on the UK and upweights in key international regions. We also worked with the organisers to leverage the expertise of the Co-Chairmen and to communicate the competition’s independence and rigorous judging standards
Media coverage was extensive with over 250 pieces of coverage including 42 nationals reaching over 389 million worldwide (includes China which accounts for the very high numbers!). The advertising equivalent value which was requested by our client came in at over £2 million.