Wines of Provence

Background

The Provence is well known internationally for its premium rosé wines, but its story in Australia and New Zealand was just beginning when AVIAREPS took charge of its promotion to ANZ. With the local consumer becoming more and more knowledgeable and interested in a quality product, the opportunity for Vins de Provence stood out. Over four years, AVIAREPS Australia has established, coordinated and pushed a comprehensive promotion program aimed at consumers and wine professionals in ANZ.

Solution

• Press office
• Consumer media plan
• Trade media plan
• Masterclasses for trading
• Virtual and in-person consumer events
• OOH plan (e.g. on buses, train stations, in airports, etc.)
• Digital strategy via influencers
• Consumer competitions
• Partnership with influencers
• In-store activations

Results

• More than 50 activities
• More than 550 educated professionals
• More than 12,800 consumers at events
• More than 90 pieces of content
• Total audience: over 100,000,000
• Total generated value: Nearly 3,150,000 EUR

Vins de Provence Promotion in Australia

Vins de Provence Promotion