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The French Quality Wines campaign reached 43,799,545 consumers via a huge communication programme including online competitions, WebTV and broadcast interviews as well as print advertorials and skyscraper ads. These activities were supported by a full service press office and web platform as well as events. The six month media campaign aimed to demonstrate the diversity, accessibility, and style of French Wines, as well as their modern appeal.
The campaign also chose to place wines in a typical British lifestyle landscape and attract consumers to other elements of the French Wines campaign such as the Royal Court Autumn season, the Wine Show, The Wine Gang Christmas Tasting, and Taste of Christmas.
The media and advertorial campaign in a nutshell
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Advertorial and skyscraper ads with Time Out as well as a competition on Timeout.com with a prize of
- Advertorial campaign in OK! Magazine using the following themes: Christmas Dinner - Girls’ Night In - Romantic dinner
- A series of lifestyle competitions to promote the diversity, accessibility, and style of French Wines (Campaign included 5 online & 25 broadcast competitions)
- WebTV interviews features with wine specialist Colin Deane (interviews and live tastings with local radio stations - bespoke WebTV hostings –and a WebTV show available to stream from lifestyle websites ‘on demand’ after airing)
In June 2010, French Quality Wines developed an exciting partnership with the Royal Court Theatre with the aim of promoting French wines to the theatre’s audience through sponsorship of £10 Monday nights. The six month activity positioned French wines in line with the diverse and innovative productions at an affordable price.
“We received only positive comments from customers in the café bar in regard to this partnership and we will be changing our wine list in 2011 to include a greater number and variety of French wines following the excellent response we have received for this campaign”. Royal Court Report January 2011
- 59 952 glasses of French wines were served during the campaign
- 62 000 visitors came to the theatre during the partnership
- 50 000 handy French wine pocket guides were distributed to the public
- 2.5 million cumulated audience reached through a marketing, public relations & web programme
Wine tastings took place on a large open stand where 24 wines from the Absolutely Cracking Press Tasting were available. 15 seminars were hosted by wine expert Lindsay Oram who sparkled with her dynamism and flair. Visitors got the chance to taste some great quality wines from all French regions and went home with some excellent Christmas recommendations.
This year nearly 30,000 visitors made their way to Olympia to attend the Wine Show/Masterchef 2010. For three days the atmosphere was lively, fun and very festive. French Quality Wines sponsored sessions in the “Drinks Tasting Theatre” and showcased the quality, style and diversity of 24 French wines (selected by UK journalists at the Absolutely Cracking Wines press tasting).
Six tasting masterclasses were hosted by the knowledgeable and well-respected Oz Clarke in the Drinks Tasting Theatre. Each session lasted 30 minutes and participants got the opportunity to taste up to four different wines. The tasting sessions, all sold-out, were a real success thanks to the great selection of wines and Oz's legendary sense of humour.
