“Show, don’t tell,” – a golden rule of creative writing. In this spirit we’d prefer to show you what we’re capable of rather than making all sorts of bold claims.

Pride in Our Work

Viña Concha y Toro

The Challenge

Generate widespread media coverage and recognition throughout global travel retail for Viña Concha y Toro’s first-ever travel retail exclusive wine range, Casillero del Diablo ‘The Route of Cabernet Sauvignon’

The Story

In a bid to fuel its ambition for Casillero del Diablo to become a top three wine brand in travel retail by 2022, Viña Concha y Toro planned a series of pop-up activities, trade show presence and door openings for ‘The Route of Cabernet Sauvignon’ throughout 2019.

Our task was to identify the big-ticket items that would enable us to cut through the noise while maintaining interest around the launch in its inaugural year. We identified a timeline of peak news and thought leadership opportunities to highlight the range and ensure that it remained front of mind for both retailers and travel retail media – supported by a drumbeat of ongoing press office activity.

Press Trip

An exclusive opportunity for The Moodie Davitt Report in May 2019 to visit the Route of Cabernet pop-up experience, designed by FILTR, at Singapore Changi Airport

Trade Shows

We supported Casillero del Diablo during its inaugural exhibitions at the TFWA Asia Pacific Exhibition & Conference and TFWA World Exhibition & Conference, organizing key media meet-and-greets, tastings and interviews for ‘The Route of Cabernet Sauvignon’

Awards

We underpinned the campaign with a strategic awards programme focused on boosting the quality credentials of the wine among key TR decision makers

To support the campaign, we ran a year-round press office that kept the travel retail world abreast of the latest news, openings and milestones for ‘The Route of Cabernet Sauvignon’, in addition to providing expert commentary for relevant features on relevant wine, travel retail exclusives and trade show previews.

The Results

  • 40+ pieces of media coverage generated by FILTR over the year, with a combined reach of over 3 million travel retail decision makers
  • Key titles include The Moodie Davitt Report, TR Business and Drinks International
  • TFWA Singapore and Cannes shows generated 28 pieces of coverage with a reach of over 1 million
  • Recognition from key awarding bodies:
  • Frontier Awards: Star Product of the Year ($100-$300) [Shortlisted]
  • Drinks International Awards: Travel Retail Exclusive of the Year [Winner]

Key client quote:

“Thank you for all the fantastic work you've done for us, not only through the successful launch and implementation of the Casillero del Diablo ‘Route of Cabernet’ pop-up at Changi – truly a global best practice for our winery – but also for the commitment and support shown to ensure that we ran a successful first (of many, I hope) TFWA show. It's greatly appreciated to work with a team as committed and supportive as the one you have. Congratulations.”
Diego Baeza
Global Travel Retail & Duty Free Director

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