Pride in Our Work
Viña Concha y Toro
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.
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
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’
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.
- Frontier Awards: Star Product of the Year ($100-$300) [Shortlisted]
- Drinks International Awards: Travel Retail Exclusive of the Year [Winner]
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