Yellow Tail, a Casella Wines brand, had soft launched a sparkling white wine in 2007. Still new to the category, the brand developed a consumer awareness effort – supported by a multi-faceted marketing strategy – that would coincide with the launch of its sparkling rosé in May 2008.
“[The objective] was... to have a new emphasis. Sparkling was a relatively small category [for Yellow Tail], especially in the US,” says François Magnant, brand manager for Yellow Tail Reserve and Sparkling.
To resonate with Yellow Tail's key demographic of Baby Boomers, the company worked with AOR Catalyst Public Relations on developing a program centered on travel. An online survey tasked consumers to choose their top 10 American “sparkling cities,” followed by an online voting platform to determine the winner.
The program would culminate in the winning city with a summer event. The team also tapped travel expert Pauline Frommer as a spokesperson.
The team pitched media in the top 10 cities and performed a media tour with Frommer. “It was about consumer pride,” says April White, senior account supervisor at Catalyst. “We'd go to the local media and say, ‘You're one of the top 10. Make sure everyone knows you have a chance to win.'”
Upon launching the rosé, the team promoted the July 1 event in the winning city, New Orleans (pictured), via street teams and radio and TV interviews with Frommer.
More than 2,000 participated in the voting platform. Post-campaign, consumer awareness of Yellow Tail sparkling wine offerings increased 6%. The event garnered coverage in ABC, Fox, and CBS New Orleans affiliates. Magnant said sparkling wine sales were up in July despite the tendency for low sales during summer.
The team will focus efforts on new Yellow Tail offerings in the future.
PR team: WJ Deutsch & Sons Ltd. – Casella US partner (White Plains, NY) and Catalyst Public Relations (New York)
Campaign: Sparkling City
Duration: March-July 2008
Budget: about $100,000