Dialogue developed a multi-faceted PR campaign to position Banrock Station as the #1 eco-wine brand in Australia, building awareness of its long-standing environmental credentials and leveraging the launch of the Banrock Station eco-flat wine bottle to the Australian market.
Campaign objectives:
- Build brand awareness of Banrock Station’s eco-credentials amongst target audiences
- Inspire target audiences to choose Banrock Station as their wine brand – affordable, great tasting and driving real environmental change
- Drive positive editorial and reviews of the launch of Banrock Station’s eco-flat bottle across lifestyle and trade media and influencers channels
Launch - Worked in collaboration with Coles (exclusive retailer) to announce the eco-flat bottle to market. Secured an exclusive feature in the Australian Financial Review before sharing the news wider with national trade, wine, lifestyle, business and sustainability media
Sampling - To showcase the bottle’s unique (flat) shape and drive liquid to lips opportunities, sustainable mailers were distributed to key media and influencers, complete with custom-made recyclable boxes and ‘plantable’ brand cards
Pinot & Pizza for the Planet – For a limited time, wine and pizza lovers across Sydney had the unique opportunity to receive a bonus Banrock Station eco-flat wine bottle delivered to their door - tucked snugly alongside a delicious large pizza of their choice from Arthur’s Pizza
Media Partnership - Secured a national partnership with Pedestrian TV, tapping into their younger and sustainably-minded audience
Influencer Engagement - Engaged paid and earned content creators to highlight the eco-flat bottle’s sustainable features, benefits and enjoyment occasions
total audience reach
across print, online and social
across Pedestrian TV network
via the 'Pinot & Pizza for the Planet' promotion
