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C A S E   S T U D Y Banrock Station
Eco-flat Wine Bottle

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

Campaign Elements

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

The Results

Over 43.5 million 

total audience reach 

204 pieces of coverage

across print, online and social

Over 252,000 impressions

across Pedestrian TV network  

500 samples distributed

via the 'Pinot & Pizza for the Planet' promotion

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T +61 2 93412357 E hello@dialoguepr.com.au A Suite 3.01, Level 3, 128-130 Rothschild Avenue A Rosebery NSW 2018