International Wine Challenge consumer and global trade PR
CHALLENGE:
The International Wine Challenge is one of the world’s most highly respected wine competitions. We’ve been working with it for the last five years with the aim of increasing visibility for IWC award-winning wines amongst a global audience in international consumer and trade titles.
The other side to this brief is to increase understanding amongst consumers of what an International Wine Challenge medal actually means. Phipps came up with the idea of showing consumers that choosing an International Wine Challenge bottle meant that they had made an Incredible Wine Choice…
ACTIVITY:
Phipps devised a PR campaign to announce the medal, trophy and winemaker results to global trade media. The press releases focused on countries which performed especially well to provide an additional hook.
On the consumer side, we launched a fun new Instagram channel – @IncredibleWineChoice – to engage with consumers and show them what buying an IWC award winning wine means. We ran a series of influencer collaborations to drive traffic to the new channel and build a following.
RESULTS:
Over the last three years we have achieved:
3,691 pieces of international consumer and trade coverage in the last three years.
Over 3.8bn reach in global trade titles in 83 countries
Over 1.5m impressions on social annually
Over 5k new followers for the channel in 9 months since launch