THE GRAPE ESCAPE
Brand: The Grape Escape, Discovery Real Time
Brief:
· To generate solid ratings for this flagship series about a man who risked everything to follow his dream of owning a wine estate in South Africa
· To boost interest in buying the series from channels worldwide
· To publicise its launch in each territory, starting with the UK
· To secure a British distribution deal for the wine brand
· To promote the wine estate as a tourist destination as well as the wine brand itself
Approach:
· Launch event in London to introduce the show to relevant media
· Event in Cannes to secure international distribution for the programme
· Official unveiling of the estate, which boasted a restaurant with a Michelin-starred chef and the largest jungle gym in the Western Cape
· Various food and wine matching events in London and South Africa
· Press trips to South Africa for key national and international journalists
· Used Wine Relief as a platform to launch the wine brand in-store and then promoted it at major trade shows
Results:
· The show was syndicated to Ireland, South Africa, Australia and New Zealand
· International public relations coverage spanned news, features, TV, travel, food and drink and generic product pages
· The star was interviewed on TV and radio shows, as well as in newspapers and magazines around the world
· The wine estate became a leading tourist destination in the Western Cape
· Secured a distribution deal with Sainsbury’s. The wine brand was named ‘category leader’ within three months on shelf