Villa Maria launches ‘Perfect Moments’ marketing campaign in UK – Retail Times
New Zealand vineyard Villa Maria has launched a marketing campaign in the UK as the holiday season approaches, focused on positioning Villa Maria to be ‘done for now’.
The integrated campaign is made up of a series of ‘perfect moments’ driven by public relations with targeted media, influencers and consumers with unforgettable experiential activations. The highlight of the campaign was a specially organized one-off event in the form of a masquerade dinner in central London where guests were treated to a surprise performance by a masked pianist. The mysterious act was then dramatically revealed to be classically trained musician and TV personality Myleene Klass.
NielsenIQ market data shows a continuing trend for consumers to buy more premium wines. The extra time spent at home over the past 18 months has seen an increase in daily “care” and this campaign celebrates those “moments” as well as more traditional occasions. This major marketing campaign is designed to engage and excite Villa Maria’s loyal UK clientele and to inspire new consumers to consider Villa Maria in their future wine purchase.
The activity is part of a global campaign in key markets including New Zealand, Australia, the United States, Canada, Asia and Europe. As with the UK campaign, a number of ‘moments’ are created to stimulate consumer engagement through social media, influencer partnerships, consumer sampling, advertising and special events.
As travel picked up, Villa Maria also activated a dedicated outdoor digital advertising campaign at a number of major UK airports, designed to build brand awareness. The Villa Maria video creation runs 24/7 for a two-month period in the Virgin Lounges at London Heathrow, London Gatwick and Manchester Airport and is also supported by digital advertising on Google and You. Tube.
Villa Maria Marketing and Communications Director Sarah Szegota said: “We export wine to 60 countries around the world, but the UK is our biggest market and has been for many years. As the number one brand in value and volume in the UK, Villa Maria has a strong and loyal consumer base.
British wine lovers clearly love our crisp, bold and fresh wines, and trust our brand and unmistakable quality. Tasting good wine is one of the joys of life, and when our wines and those who appreciate them meet, opportunities are exalted and moments are created – that premise is the bedrock of the campaign. We want to set the scene for consumers to enjoy our wines no matter what time they choose this season, which is why the philosophy behind this campaign is that Villa Maria doesn’t make those moments of life, consumers do – our wines are just the perfect accompaniment to go with them.
Villa Maria also recently unveiled a new look for its entire portfolio, following extensive consumer research. The new packaging is fresh, modern and reflects the exceptional quality and 60-year heritage of the brand. The changes include a refreshed logo, clearer labeling and the iconic screw cap from the Private Bin range now pays homage to the New Zealand mountain ranges and landscapes surrounding the vineyards of Villa Maria.