Mud House wine leverages the British and Irish Lions in Global Travel
Retail
Accolade Wines comes to TFWA World Exhibition (Red Village, J02) having recorded great success with its
flagship New Zealand brand, Mud House’s sponsorship of the British & Irish
Lions tour. The tournament which was held across New Zealand throughout June,
was initially targeted by Accolade Wines’ domestic team in the UK, but the
Travel Retail team saw a wider opportunity and used the sponsorship to help
drive the Mud House brand within Travel Retail, targeting rugby fans and wine
drinkers as they travelled.
The team developed a bespoke Travel Retail campaign that linked into the
Lions sponsorship and gained large scale visibility in 4 major airports (London Heathrow,
London Stansted, Auckland and Sydney). The campaign revolved around a new GTR
exclusive, limited edition, commemorative tin for its Mud House Hill No. 5
single vineyard Sauvignon Blanc. Highly visible features and strong calls to
action supported the exclusive, limited edition launch and helped encourage
travellers to purchase Mud House during the months of May, June and July. Extensive
sampling activities were also used to drive and engage passengers.
Rupert Firbank, Commercial Director, Accolade
Wines, comments, “We wanted to raise the awareness and leverage the Mud House
sponsorship of the Lions tour by targeting international passengers across several
of our key airports. The introduction of an exclusive, limited edition Mud
House tin and the use of large scale visuals helped to increase brand
awareness, which not only increased sales for Travel Retail but also added
value to our domestic market sales.”
In addition, Accolade also launched a bespoke consumer competition in
partnership with Dufry, where a lucky winner from the UK who had seen Mud House
in Heathrow won a trip for two to Auckland to watch the First Test of the
series. Passengers were only in with a chance of winning the amazing prize if
they engaged with the hashtag #PourInYourSupport where fans could share their
messages of support with the Lions.
“We wanted to
launch Mud House in Dufy in a unique and exciting way, so this competition
seemed like a great way to do that. This was the first multi-market Travel
Retail activation that Accolade has run and we are thrilled with the results:
the campaign was seen by over 3 million travelling passengers with an estimated
35,000 consumers trialling the wine through over 1200 hours of staffed sampling
activity. The GTR exclusive, limited edition commemorative tin was a great
success with consumers, many of whom have since asked where they can buy it in
domestic!” Adds Firbank.
Building on previous branded activities in the UK, Australian and South African airports, this was Accolade Wines’ largest activation yet within Travel Retail, building on its momentum driving the visibility of and engagement with, the wine category within the channel.
“Coming to Cannes off the back of such a successful activation gives us
a great opportunity to discuss future activations with current and potential retail
partners. TFWA World Exhibition is a key date in our calendar and we look
forward to welcoming colleagues and friends to our stand,” adds Firbank.
Mud House and the Accolade wine portfolio can be viewed in Cannes at
TFWA World Exhibition (Red Village, J02).
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