Treasury Wine Estates (TWE) is investing in an integrated-marketing campaign with TV advertising, out of home and digital for its Wolf Blass brand.
The latest phase of the ‘Why Settle When You Can Soar?’ campaign will commence on 22 August with the brand’s first move into live television advertising, reaching 4.5m consumers across the advert’s 10-week run time. The advert will debut during the opening episode of the new Game of Thrones series, House of the Dragon, to align with the release of limited-edition wine, Wolf Blass’ Fire & Blood Cabernet Shiraz
Wolf Blass will also continue its partnership with Secret Escapes for the brand’s largest ever consumer competition with the luxury travel company.
The Secret Escapes promotion, which last year generated 50,000 entries, will this September see 750,000 bottles across the UK and Northern Ireland tagged with prize-winning QR codes. Entrants will have to scan the QR code on the tagged wine bottles to be in with the chance of winning over £1m worth of instant prizes and credits. One lucky winner will receive a once-in-a-lifetime holiday to either Lapland or Mauritius, five will win £500 vouchers and 40,000 runners up will each receive a £25 voucher, redeemable on the Secret Escapes site with a minimum £125 spend.
Ben Blake, marketing director Treasury Wine Estates EMEA, said: “This year has marked unprecedented investment in the brand’s marketing, as we have recognised a huge opportunity for Wolf Blass. The degree to which the ‘Why Settle When You Can Soar?’ campaign has resonated with consumers in the UK has been excellent to see.
“Having already proven an inspiring and powerful concept, there is huge momentum behind this campaign, and Wolf Blass as a whole, and will no doubt drive huge visibility and purchase in the lead up to the festive season.”