[fusion_builder_container hundred_percent=”no” equal_height_columns=”no” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” background_position=”center center” background_repeat=”no-repeat” fade=”no” background_parallax=”none” enable_mobile=”no” parallax_speed=”0.3″ video_aspect_ratio=”16:9″ video_loop=”yes” video_mute=”yes” overlay_opacity=”0.5″ border_style=”solid” padding_top=”20px” padding_bottom=”20px”][fusion_builder_row][fusion_builder_column type=”1_1″ layout=”1_1″ spacing=”” center_content=”no” hover_type=”none” link=”” min_height=”” hide_on_mobile=”small-visibility,medium-visibility,large-visibility” class=”” id=”” background_color=”” background_image=”” background_position=”left top” undefined=”” background_repeat=”no-repeat” border_size=”0″ border_color=”” border_style=”solid” border_position=”all” padding=”” margin_top=”” margin_bottom=”” animation_type=”” animation_direction=”left” animation_speed=”0.3″ animation_offset=”” last=”no”][fusion_title hide_on_mobile=”small-visibility,medium-visibility,large-visibility” size=”1″ content_align=”left” style_type=”default”]
Te Awa: Letting the imagination run with a whimsical new wine
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Our Challenge
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Countless international wines launch in the LCBO on any given day, making it necessary for Te Awa’s latest collection, Left Field, to be presented to the media in the most imaginative way possible – whimsical creatures. Playing off of the made-up creatures found on Te Awa’s label, On Q Communications introduced the New Zealand wine to the Ontario market in the most creative way yet. With a focus on lifestyle publications, On Q went to work.
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The Strategy behind the campaign
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Create a press release announcing the wine launch and introducing the wine to media
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Engage various influencers to review the wine and create content
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Strategically develop a list of media contacts to send product to, allowing them to taste and experience the wine first hand
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Create various story ideas to compliment the seasons and trending topics
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Include Left Field in a quarterly press release, phrasing Left Field as the perfect beverage to include in roundup lists or BBW season lists
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Bragging Rights
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Generated 1.2 million impressions in lifestyle outlets such as Ottawa at Home, Windsor Star and Ottawa Citizen
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Establish strong relationships with key influencers such as Addicted Magazine, Casey Palmer and Goat Roti Chronicles
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Establish strong leads for the Te Awa winery with Toronto Star and Canadian Living
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