Presslunch Côtes du Rhône

Our relationship with the wine region Côtes du Rhône goes back 25 years. We always enjoy working for this Burgundy region, usually on the basis of an annual plan. A nice client, who likes to advertise off the beaten (wine) track.

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Challenge

The Rhône asked us to develop a campaign to improve the visibility, image and level of knowledge of Dutch wine professionals of this region.

Campaign

We developed Up! with Côtes du Rhône, a campaign that linked up with an existing online video game of the client focusing on education about the region and its wines. The ten wine professionals and journalists who achieved the best score won a once in a life time experience.

The prize: a hot-air balloon dinner prepared by Master Chef Angélique Schmeinck, known from the Dutch Broadcast 24Kitchen. She exchanged her starred restaurant for cooking on the hot air of the hot air balloon. During the balloon trip, she prepared a number of dishes live in combination with Rhône wines.

Results

Côtes du Rhône once again regained the attention of Dutch wine professionals; from importers and quality wine businesses to the media. An eye-catching invitation card with a red balloon was used as a teaser for the campaign, together with an email campaign with a very high opening rate. We also developed a promotional website that was frequently visited during the campaign.

More than 175 wine professionals signed up for the video game and completed the training. This was followed by various publications in the professional media.