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

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