A French Toast
The pressure was on for Vinexpo, the world’s leading show for wine and spirits professionals, to lure new attendees and exhibitors to its 2015 showcase in Bordeaux. Vinexpo’s announcement of the U.S. as its first “Country of Honor” gave us a springboard to telegraph the relevance of the 33-year-old event to the interests of today’s U.S. market.
In the months leading up to the June show, we built anticipation via media interviews for Vinexpo executives with the likes of MarketWatch, Saveur, Reuters, Wine & Spirits, and Wine Enthusiast. We kept press and influencers regularly informed through a new e-newsletter, and invited top writers from Bloomberg, Forbes, The Washington Post, Beverage Media, Today.com, and Huffington Post to experience Vinexpo firsthand.
U.S. attendance at Vinexpo Bordeaux rose 16 percent over the previous exhibition. Media chatter topped 200 million impressions during the campaign.
16%
increase in attendance
200M
impressions
Cn
Connecting
Key brand as friend driver: connecting
In the months leading up to Bordeaux and throughout the show, we brought together key Vinexpo executives and hand-picked media, creating unprecedented buzz for the event among the U.S. wine community.
CLIENT:
Vinexpo
PROJECT:
Event Promotion
INDUSTRY:
Wine & Spirits
SERVICES UTILIZED:
PR & PA
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