To re-engage wine consumers with Jacob’s Creek Australian provenance and complement the brand’s ‘Welcome to our Place’ advertising campaign
We created and launched the UK’s top 50 global views, working with independent travel experts and travel writers, to resonate with the target audience’s love of travel and highlight the brand’s provenance. Having identified the top 50, we created a microsite and initiated media relations to invite consumers to vote for their top 10 destinations. The results provided us with editorial content to drive national, regional and international coverage, attributing the survey to Jacob’s Creek and highlighting the increased pleasure of the view with a glass of Jacob’s Creek in hand.
Over 6000 votes were received on the Jacob’s Creek website in a two week period generated purely by editorial coverage. Coverage was achieved in 23 nationals, 54 radio and stations and 94 regional picture or print stories. Our national targets were exceeded by 140% and our broadcast targets by 55%.