NAPA, CA: In an effort to promote the growing Australian wine category, Australian based-Treasury Wine Estates executed its first US integrated marketing campaign for an entire portfolio.
The Australia brands include Rosemount, Penfolds, Wolf Blass, Lindemans, and Greg Norman Estates. The campaign focuses on the $14-plus range.
Regarding recent growth in the Australian wine category, especially since the category peaked in 2006, Emilie Eliason, brand manager for the Rosemount & Australia Portfolio Programs at Treasury, said, “We didn't think that was getting across to the consumer. We're hoping to get more interest in that price segment and others.”
In an effort to associate the portfolio with the country, which touts its wine as a regional asset, the company decided to build a theme and tag designed to help debunk stereotypes about Australian culture, dubbed “You Don't Know Oz.”
The team, including Ruder Finn West, among other agencies, tapped Jamie Durie, host of HGTV's The Outdoor Room, to act as spokesman. He's also promoting an online contest for consumers to win a trip to Australia and teaching consumers, via various online platforms such as Facebook and a Youdontknowoz.com microsite, how to host an Australia Day party.
He'll also be kicking off a satellite media tour on January 11 and hosting an Australia Day party in New York later in the month.
“He reaches beyond our wine community and into a lifestyle community,” said Kate McClure, senior PR manager for Treasury's Australian Brands. “So often wineries will partner with chefs, but we wanted to reach beyond that wine community to engage people with whom we do and do not have relationships.”
The team is also sponsoring the Australian government's G'Day USA tourism program for Australia Week, January 15-29, heavily promoted in Los Angeles and New York.
The company said PR and social media account for about 40% of the overall marketing effort. The team is also investing heavily in in-store.
“Having a [multi-brand] platform program lends itself to having an integrated program,” said Eliason.
Though the campaign officially culminates when the online contest ends in February, McClure added, “We still want to engage with consumers in America, talk to them throughout year about things happening in Australia. This is designed to educate and excite people back to the category.”
Treasury is owned by the Fosters Group.