The Project
Burbrae Wines, Mudgee
The Task
This family-run winery and accommodation in Mudgee wanted to make some noise about what they were doing in consumer lifestyle media. A partnership was important to them – they wanted personal service where we were part of their team.
The Tonic
For the 2017 releases, Burnbrae introduced a new look and feel with their packaging. Tonic coordinated a targeted wine send out to key wine and lifestyle media, ensuring the lifestyle media received a themed send out to achieve cut through. This was supported by an intensive media relations plan to introduce this relatively unknown brand to media.
We also developed a targeted hosting program to get the right media up to Burnbrae to stay at the onsite cottage and explore what the winery is about. We partnered with several restaurants and cafes in Mudgee to round out a 48 hour itinerary for guests which positioned Burnbrae as a destination to visit in Mudgee.
The Proof
We achieved 30 stories with press coverage highlights including an eight page feature in Mindfood magazine; delicious; Australian Country; Harper’s Bazaar; Belle; Executive Style; and Eat Drink Play.
We hosted media from Qantas; Australian Country; Elle; Harper’s Bazaar and The Australian.