VILLA MARIA

Background

Villa Maria is one of the most popular wine-makers in the UK and is sold across the retailer spectrum.  Above-the-line Villa Maria say they “can’t create the perfect moment, just the wines to go with them”. Below-the-line, we begged to differ…

Objective

Brand building.

Strategy

Educate UK consumers about the quality of Villa Maria wines by inserting them into some perfect moments.

Activity

Our campaign spanned influencer and media relations, digital marketing, consumer competitions and talent partnerships allowing us to create a range of extraordinary Perfect Moments, courtesy of Villa Maria.

To kick start the campaign we held an exclusive Perfect Moment Autumn Masquerade dinner party at the stunning Dartmouth House. Guests were wowed by the venue dressed in an autumnal / winter wonderland masquerade theme, with all manner of entertainment throughout the evening (magicians, aerial performers and even ballet dancers over dinner), all creating a theatrical and first-class atmosphere.

At the centre of this was Villa Maria, with five exquisite wine varietals enjoyed throughout the evening, as well as a three-course paired dinner, with the night culminating in a surprise performance by the exceptionally talented classically trained pianist Mylenne Klass, which Villa Maria was the backdrop for.

This was followed up by a Perfect Moment weekend away for leading influencer Louise Boyce and four of her friends and a Perfect Moment Dinner Party with food cooked by Chantelle Nicholson for competition winners from a competition run across renowned wine influencer Helen McGinn.

Results:

• 30+ media and influencer attendees generated 106 pieces of organic event and brand social coverage with a combined reach of 6.2m
• 40 pieces of brand press coverage (18 of which featured Myleene) with an estimated reach 975m
• Almost 6k entrants to the competition and 1.3+million meta impressions of the Villa Maria festive video content across meta and YouTube.