'Fortune' gets whiff of Norman wine

Placement: Two-page feature on golfer Greg Norman in Fortune's November 21, 2005 issue

Placement: Two-page feature on golfer Greg Norman in Fortune's November 21, 2005 issue

What was the goal of the campaign?
Tony Mangle:
To promote the launch of Greg Norman's California Estates wines.

Why did you target a business title for a wine-focused story?
Mangle:
We wanted to go beyond expected media outlets. Fortune is an example of a media placement that reaches high-demographics.

Did you have a relationship with Fortune editors before this pitch?
Mangle:
We had often reached out to editors at Fortune, but this was the first time we worked directly with the Business Life editor. Knowing her time was precious, we sent her an e-mail and followed up on the phone. Our key selling point was the chance for a one-on-one interview, golf, and a tasting at Greg Norman's private golf course in Florida.

How was advance work done?
Mangle:
The editor handled her own flight and hotel arrangements. We supplied Norman's management with a thorough briefing that included editor background information, recent articles, and logistical details. We also conducted conference calls to ensure all elements were ready before the editor's arrival.

Did Fortune handle the art for the piece as well?
Mangle:
Fortune assigned a local freelancer to photograph Greg and the wines. To get usable shots, their photographer had to abide by the golf course rules, work with Greg's busy schedule, and find a way to keep the wines visible throughout the process.

The story was pitched in October and ran in November. What made this such a timely and successful placement?
Mangle:
A good story, enthusiasm, credibility, and an informal "come and play with Greg" approach, which set the right tone and made the story more appealing. Our PR presence at the meeting also gave us flexibility and made sure everyone got what they needed.

Name: Tony Mangle, VP in marketing practice, Ruder Finn

Placement: Two-page feature on golfer Greg Norman in Fortune's
November 21, 2005 issue

Pitch timeline: One month

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