As a PR and marketing agency, GEC PR works with a variety of travel and lifestyle clients and the team had the exciting opportunity last year to launch a new sustainable wine distributor, Collectivino.
Collectivino was looking to quickly raise brand awareness and generate a buzz around the launch, with the view to drive online traffic and sales. The main target audiences were lifestyle and family consumers including young professionals aged 25+ with a passion for organic and sustainable products, and GEC PR came up with a creative PR campaign focusing on a media launch event.
Strategy
GEC PR’s initial aim was to generate a steady stream of print and online coverage with a press release announcing the brand launch, drafted and sold into media and content creators. To reach the target audience groups, GEC PR ensured the press release targeted publications with a lifestyle, family, food and drink, wellness and sustainability focus.
Arranging for key journalists to sample the organic wine and experience the Collectivino delivery service was key to producing real, trusted editorial reviews and these were arranged with mainstream publications including Metro, Decanter and Luxury Lifestyle Magazine.
To showcase the story behind the Collectivino brand and to provide an opportunity to meet with the Co-Founders Martin and Toby, GEC PR also managed a consumer media event in London with a targeted group of media guests. This generated an immediate buzz and awareness across online and print media, as well as digital channels such as Facebook, Instagram and Twitter and provided an opportunity for Collectivino and its partners to speak and network with key media contacts.
Results
- 37,550,522 people reached
- Over £50,000 worth of coverage generated across media publications Decanter, Metro, Daily Mail and City AM
- More than 400 journalists liaised with
- 12 media reviews arranged with top media contacts who attended the launch event
Examples of Generated Coverage
