Following a fantastic gold award win at the prestigious 2018 International Wine Challenge for Dan Murphy's $9 Cleanskin Clare Valley Riesling, our narrative was simple. To create national news that a $9 wine can achieve gold, is a quality wine and most importantly, drive traffic into Dan Murphy's. Wine awards can be cluttered and high opinionated environments.
Distribution of media release announcing the award win to national news media
Broadcast media as a key focus
Utilise Dan Murphy's Wine Expert, Andrew Caillard for media quotes and opportunities
within first 24 hours of communication going live
pieces of media coverage