New Zealand winery, Villa Maria, has launched a UK marketing campaign in the run up to the festive season, centred around Villa Maria’s positioning of being ‘made for the moment’.
The integrated campaign is made up of a series of PR led ‘perfect moments’ with media, influencers and consumers targeted with unforgettable experiential activations. The culmination of the campaign was a specially curated one-off event in the form of a masquerade dinner party in central London where guests were treated to a surprise performance by a cloaked pianist. The mystery act was then dramatically revealed to be the classically trained musician and TV personality Myleene Klass.
Market data from NielsenIQ shows a continued trend for consumers buying more premium wines. Extra time spent at home over the last 18 months has seen a rise in everyday ‘treating’ and this campaign celebrates these ‘moments’ just as much as the more traditional occasions. This major marketing campaign is designed to engage and excite Villa Maria’s loyal UK customer base and to inspire new consumers to consider Villa Maria in their future wine buying.
The activity is part of a global campaign across key markets including New Zealand, Australia, USA, Canada, Asia and Europe. As with the UK campaign, a number of ‘moments’ are being created to drive consumer engagement via social media, influencer partnerships, consumer sampling, advertising and special events.
As travel has resumed, Villa Maria has also activated a dedicated out-of-home digital advertising campaign in a number of major UK airports designed to drive brand awareness. The Villa Maria video creative runs 24/7 for a two-month period in Virgin Lounges in London Heathrow, London Gatwick and Manchester Airport and is also supported with digital advertising on Google and You Tube.
Head of marketing and communications at Villa Maria Sarah Szegota said: “We export wine to 60 countries worldwide, yet the UK is our largest market and has been for many years. As the number one brand by value and volume in the UK, Villa Maria has a strong and loyal consumer base.
British wine fans clearly love our vibrant, bold, and fresh wines, and trust our brand and inimitable quality. Enjoying great wine is one of life’s joys, and when our wines and those who appreciate them come together, occasions are elevated, and moments are made – this premise is the foundation of the campaign. We want to set the scene for consumers to enjoy our wines whatever the moment they choose this season, which is why the philosophy behind this campaign is that Villa Maria doesn’t make those moments in life, consumers do – our wines are simply the perfect accompaniment to go with them.”
Villa Maria has also recently revealed a new look across its entire portfolio, following in-depth consumer research. The new packaging is fresh, modern, and reflective of the brand’s exceptional quality and 60-year heritage. Changes include a refreshed logo, brighter labelling and the iconic screw cap on Private Bin range now pays homage to New Zealand’s mountain ranges and scenery surrounding the Villa Maria vineyards.