Brancott Estate – the first producers of Sauvignon Blanc in Marlborough, New Zealand – briefed instinct to drive fame around a series of living micro-vineyards throughout July and August. They wanted to bring the unexpected to life and planted real vines in some of London’s busiest train stations. As a world’s first, the big question was ‘how can we make this famous?’
World’s first train station vineyard
Brancott Estate rescues commuters
As with any PR brief, our job was to make the activation newsworthy. We jumped on the news agenda and tapped into the ongoing train delays wreaking havoc across London. We positioned the Brancott Estate micro-vineyards as the ultimate rescue for commuters battling with disrupted timetables offering them a free glass of wine.
We created a video news release with commuter vox pops which was sold in to all major newswires and hosted an influencer lunch to drive authentic social content on the day of launch.
Results
- National press coverage achieved including TimeOut London, Metro, London Evening Standard, Telegraph and Emerald Street
- 30,700,000 + total audience reach
- 30 social media mentions on day of launch alone
- Selected press and influencers attended a 3-course lunch with wine tasting at The Gilbert Scott on the day of launch