Client: Contadi Castaldi
Goal: Generate excitement amongst U.S. wine buyers and writers about the new look and positioning of Terra Moretti’s Contadi Castaldi brand of sparkling wines from Italy’s Franciacorta region.
Situation Analysis: Wine, food and travel writers are a popular group, regularly visiting the world’s most coveted destinations. Attracting their attention and getting a spot on their busy travel calendar is quite a challenge — especially when the opportunity is for a group press trip, rather than a customized solo visit.
Actions: Underscore the brand’s hip new look and marketing approach by producing a launch event in one of the U.S.’s hippest wine markets: Austin, Texas. Partner with cult Italian motorcycle brand Ducatti to generate excitement, underscore the brand’s Italian roots and provide fodder for social media photos/posts
Results: More than 200 travel trade, media and influencers in the Austin market attended the launch event. A-list attendees included buyers from Whole Foods, Specs, Twin Liquors and many others, as well as journalists from Eater Austin, Austin Food Magazine, Couple in the Kitchen, Food Republic and Sahmmalier.