Pernod Ricard is relaunching its Jacob's Creek brand with a £2m integrated marketing campaign to reinforce the provenance of the brand.
The company felt that consumers are not familiar with the area that the wine is from and even doubt the existence of Jacob's Creek as a real place.
TV ads use the strapline 'Welcome to our place'
to show consumers exactly where the wine is grown
in the 'Heart of the Barossa Valley' and highlight the people behind the brand.
A website has been launched to further emphasise the message and online advertising will begin in May.
Below-the-line support will include a chance for consumers to win a VIP trip to 'Our Place' in Australia. Runners-up will win prizes of 100 free flights to Australia.
The promotion will feature on neck collars.
New consumer PR activity will launch in June and a second wave of marketing activity, with a £3m budget, will run from July to June 2007.
TEL 0800 376 5550