Cultivate | The TOPS at SPAR Wine Show 2015 in Jozi, Durban and PE
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The TOPS at SPAR Wine Show 2015 in Jozi, Durban and PE

After acquiring new owners in February 2015, we were approached by The TOPS at SPAR Wine Show to create regional awareness about the popular national wine event in Johannesburg, Durban and PE and contribute to ticket and wine sales.

With three shows to promote between May and August we first developed a clear creative platform to engage a diversity of wine lovers and buyers and then customised it to fit each region.

Elevating the show’s consecutive 10th year – a milestone in any brand’s history – we built an integrated PR story about “celebration” and naturally chose bubbly to bring the idea to life.

A stylish Bubbly Bar popped up at each show, we partnered with food author, TV presenter and blogger Sarah Graham from afoodieliveshere to create and share four bubbly pairing recipes as well as engaged bloggers around the country with a fun “Bling my bottle” MCC drop. Working with creative entertainment specialist Lee Rath and photographer Carmen Lorraine we also shot a series of bubbly-inspired photos at the Mount Nelson’s Planet Bar to set the scene and created a bank of editorial content that supported the “celebration” theme.

Upon engaging national and regional broadcast, print and online lifestyle media as well as bloggers and key influencers with our campaign – which generated 221 pieces of exposure, 42 incidental social media posts, a reach of 50-million and AVE 1:1 of R4,63-million – we created plenty of pre-hype in Jozi, Durban and PE. Collectively our efforts significantly contributed to 13 000 people attending the shows who bought R4.3-million worth of wine.  

On the back of our campaign, we were retained by The TOPS at SPAR Wine Show for the third consecutive time to promote their 2016 show that takes place in five regions: Jozi, Durban, PE, Pretoria and Nelspruit.