SAN FRANCISCO: Foster's Wine Estates Americas has hired Ruder Finn to represent Beringer Vineyards' Napa Valley in its latest promotion.
In October, the team will travel on a cross-country mobile marketing tour with the theme of how to get to Napa Valley without ever leaving their hometown. The PR campaign includes nationwide events that will aim to "bring a slice of Napa Valley to urban areas," said Lisa Duszak Novak, VP, Ruder Finn/West.
Beringer's Web site continues the theme, offering a list of suggestions on making one's home life more like Napa Valley by banishing stress, relaxing and creating a spa-like atmosphere in the home.
The promotion will complement the popular "How to get to Napa Valley" radio ad campaign, which has focused on "getting to Napa Valley" featuring tourists asking for directions to the wine country with local Californians directing them to make a nice meal and open a bottle of Beringer.
Ruder Finn is positioning Beringer Vineyards' wines as part of a relaxed California way of life, said Lisa Duszak Novak, VP, Ruder Finn/West, who will lead the account.
"The main goal with the advertising and PR is to educate people about what Napa Valley lifestyle means: enjoying local fresh foods, having glass of wine and entertaining friends," she said.
Beringer will also partner with retail and media outlets and hold a sweepstakes as part of the promotion.
Ruder Finn competed in a bid two months ago to work on this particular business, the agency said. It is only for this project; Beringer does not have an AOR but uses several PR firms for different brands, Novak said. The budget is undisclosed.
Ruder Finn/West managing director Howard Solomon said the new account continues Ruder Finn's focus on wine marketing on the West Coast.
In the past year, the agency has conducted PR campaigns for Stone Cellars by Beringer, Rosemount Estate, White Lie Early Season Chardonnay and Greg Norman California Estates.