Air New Zealand Wine Awards Case Study

The task

Raise the profile of the 2012 Air New Zealand Wine Awards.

New Zealand’s most prestigious wine competition needed to boost its presence in consumer lifestyle and general news media. At the same time it wanted to seed conversations in social media, by using Facebook, Twitter and YouTube to drive interaction with target audiences.

The PR campaign

A series of media releases were sent to key print, broadcast and online media. These were supplemented by daily Facebook and Twitter updates. Giveaways of wine and cheese packs via publications such as Cuisine reinforced awareness amongst key influencers.

It all came to head at the grand gala dinner in Wellington. To maximise the buzz, Bloom PR co-ordinated interviews for the chair of judges and prominent winemakers with media nationwide.

The results

There were 265 media reports mentioning New Zealand winegrowers during the campaign period – a 25% increase on the previous year. The coverage reached a cumulative audience of 2,924,782 people, with an equivalent editorial value of  $2 million.

The Champion Wine of the Show – Grasshopper Rock Pinot Noir 2010 – sold out within a week of the announcement.

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