Develop key messaging and a communications strategy around Cake Wines’ new releases and the cellar door opening.
For the 2016 releases, 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.
For the cellar door launch, Tonic hosted media one-on-one over a period of six weeks. A meet-and-greet with the winemaker ensured they received the full Cake Wines experience. This was supported by strong media relations and imagery to generate awareness and coverage.
Achieved 75 media stories and press coverage highlights including The Weekend Australian x 2, Gourmet Traveller, Sunday Telegraph, Sunday Style, Sunday Telegraph, Insider, Delicious Magazine, SMH Good Food, Courier Mail, Q Weekend, 2GB Sydney radio and more.