Food & Drink: Joly toasts the best of Bordeaux

The Conseil Interprofessionnel du Vin de Bordeaux wanted to challenge the popular misconceptions that wine from Bordeaux is expensive and exclusively red. It called in broadcast specialist Markettiers4dc and drinks PR specialist R&R Teamwork to launch a campaign.

Dom Joly: tour of Bordeaux
Dom Joly: tour of Bordeaux

Campaign: Dom Joly's tour of Bordeaux
Client: Conseil Interprofessionnel du Vin de Bordeaux
PR team: Markettiers4dc and R&R Teamwork
Timescale: September-December 2011
Budget: £60,000

 

Objectives

  • To communicate the appeal of Bordeaux, the region and the wines in a new way
  • To highlight the affordability of the wine.

Strategy and plan

Dom Joly, known for his love of wine, travel and tweeting, took a three-day trip to the region. He was filmed taking a course at the ecole du Vin, Bordeaux's wine school, and watching the Marathon du Medoc.

The campaign was launched with a live, interactive web TV show, giving wine and travel enthusiasts the opportunity to hear about the trip, see exclusive content and put their questions to Joly.

Measurement and evaluation

Nine websites trailed and streamed the web TV show, with an additional ten sites taking either one or all three short-form video features. Other coverage included the Bordeaux Tourist Guide and Daily Record.

Results

The web TV and video content were viewed more than 33,000 times, with more than 98 per cent of views made from within the UK during the first month of being live.

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