In March 2014, we were asked to call South Africans in JHB, DBN and PE to action to visit The Wine Show 2014 and increase footfall and spend.

Besides street-pole posters and a collaboration with DStv, we were the only marketing used to attract wine lovers to the shows. We used a mix of paid & earned media tactics – including regional radio partnerships, blogger relations, competitions and tailored media relations – to significantly drive interest in the 2014 shows.

Between April and September 2014 we secured 227 positive pieces of editorial valued at R 4 373 065 AVE 1:1. Combined with our online efforts, which included 42 incidental tweets, we secured a total reach of 50,334,383. This helped to drive feet through the door and generated sales of  R4,3 million.