Client: Domaines Paul Mas
Goal: Secure features in major media outlets about Domaines Paul Mas winery which highlight not only the winery itself, but tell the story of owner/proprietor Jean-Claude Mas as a pioneer of the revival of the Languedoc wine region.
Situation Analysis: Winemaker Jean-Claude Mas is a pioneer who is not only annually producing more than 1.5 million cases of excellent-quality, attractively-priced French wine; he is also a visionary who is helping to restore the Languedoc wine region to a position of preeminence in the wine world. His efforts have received accolades and much coverage in the UK, Japan and Australia, but he is little known in the US.
Actions: McCue developed a Media Mission to America’s publishing capital — New York City — where Jean-Claude told his story to A-list wine and food journalists, including editors from Wine Spectator, Food + Wine, Newark Star Ledger, Market Watch and half a dozen influential blogs.