In 2016, FORWARD was briefed by Global Grapevine – one of Australia’s leading fine wine importers – to build awareness of Italian sparkling wine. In recent years, Australian consumption of Italian sparkling wine has declined due to a lack of knowledge and negative discernment about the produce.
Our challenge was to educate Australian sparkling wine drinkers’ about the world-class quality of Italian sparkling wine and engage consumers and media to stimulate consumption. Therefore, understanding what our audience thought of Italian sparkling wine was an integral part of the campaign.
To create a PR and social campaign that would change attitudes and opinions, we conducted research into the attitudes of the target demographic 25-45 F/M who would class themselves as food and wine enthusiasts.
Based on research, Global Grapevine also identified that this group had strong knowledge of French and Australian wine, however, there was confusion that prosecco is just one variety from a wider range of Italian sparkling wine; the majority would rather go for what they were familiar with than try something new; and general perception about the quality of the product was low.
Australians have a strong love affair with discovering new food and wine. So, to tap into the core demographic, we needed to debunk myths about the product with Australia’s biggest food and wine enthusiasts.
In collaboration with Global Grapevine, we created Bolle Italia – Australia’s first ever two-day Italian Sparkling Wine Festival, held at Italian stalwart Bar Machiavelli, dedicated to quality sparkling Italian wines from Friuli to Sicily, Piedmont to Sardinia.
Inspired by our client’s mission to change the views of Australians influenced by low-quality wine produced in the eighties, the festival gave Aussies the rare opportunity to taste quality Italian sparkling wines coming into the market and learn how to recognise the difference. To demonstrate the authenticity of the produce and regional flavours in every drop, the event also assembled over 100 Italian winemakers and importers in one of Sydney’s most celebrated Italian venues.
With a check list of encouraging trial and generating hype with media, we launched the campaign with the news that an Italian Sparkling Wine Festival was coming to Australia for the first time. News of the festival spread quickly and was shared across key what’s on, event and lifestyle websites.
Targeted media relations stretched over two months, and included an exclusive preview dinner for Australia’s elite food and lifestyle media from Good Weekend (SMH), Daily Telegraph, to Delicious, and Gourmet Traveller, as well, Sunday life, Time Out, 2GB, plus many more.
Ensuring that we connected and engaged with our audience in a forum that encourages social sharing, FORWARD created a targeting campaign on Facebook to generate excitement in the lead up to the events, encourage social sharing and motivate attendance.
We secured over 40 pieces of coverage in Australia’s leading online and print publications with a reach of over 15 million in coverage and OTS.
Coverage included titles such as news.com.au, AFR Life & Leisure, Daily Telegraph BW, Concrete Playground, Time Out, and Broadsheet Sydney.
As a result of the campaign’s success, Bolle Italia was a sell out and will run again in 2017, with plans to extend into Melbourne.
Our social content strategy was visually and intellectually engaging and enabled us to communicate with over 124,000 Australians from our core audience in real-time, while amplifying our campaign messaging about Italian Sparkling Wine and the festival.