Gallo at the Affordable Arts Fair
Gallo
Gallo at the Affordable Art Fair
The Brief
Develop an insightful campaign to launch Gallo Family Vineyards ‘Turning Leaf’ fine wines to visitors to the Affordable Art Fair. Bring to life Gallo Family Vineyards wines through taste and conversation. Encourage drinkers to ‘trade up’ to ‘Turning Leaf’ when purchasing wine at the fair.
The Solution
Visitors to the fair were greeted by trained Brand Ambassadors who established consumers wine preferences before recommending a suitable wine from the ‘Turning Leaf’ portfolio. Inside the fair, visitors could relax in a bespoke designed Gallo bar and lounge area in the centre of the venue, where a range of Gallo wines were for sale by the glass or the bottle. Visitors were given a £1.50 money-off voucher redeemable against purchases of ‘Turning Leaf’ at the fair, and Gallo’s ‘Four essential steps to wine tasting’ leaflet. Art-lovers could also enter into a prize draw to win a case of
'Turning Leaf’ wines. On the opening night’s private viewing, Gallo’s leading sommelier guided visitors through a series of wine tasting tutorials to introduce the different tastes of ‘Turning Leaf’ wines.
The results
• 20,000 ‘Turning Leaf’ samples distributed
• Sales of Gallo wines totalled £5000
• ‘Turning Leaf’ accounted for nearly 50% of total Gallo wine sales
• 8,000 leaflets distributed
• 1,200 money-off coupons distributed
• Redemption figure for MOC (if possible)
Develop an insightful campaign to launch Gallo Family Vineyards ‘Turning Leaf’ fine wines to visitors to the Affordable Art Fair. Bring to life Gallo Family Vineyards wines through taste and conversation. Encourage drinkers to ‘trade up’ to ‘Turning Leaf’ when purchasing wine at the fair.
The Solution
Visitors to the fair were greeted by trained Brand Ambassadors who established consumers wine preferences before recommending a suitable wine from the ‘Turning Leaf’ portfolio. Inside the fair, visitors could relax in a bespoke designed Gallo bar and lounge area in the centre of the venue, where a range of Gallo wines were for sale by the glass or the bottle. Visitors were given a £1.50 money-off voucher redeemable against purchases of ‘Turning Leaf’ at the fair, and Gallo’s ‘Four essential steps to wine tasting’ leaflet. Art-lovers could also enter into a prize draw to win a case of
'Turning Leaf’ wines. On the opening night’s private viewing, Gallo’s leading sommelier guided visitors through a series of wine tasting tutorials to introduce the different tastes of ‘Turning Leaf’ wines.
The results
• 20,000 ‘Turning Leaf’ samples distributed
• Sales of Gallo wines totalled £5000
• ‘Turning Leaf’ accounted for nearly 50% of total Gallo wine sales
• 8,000 leaflets distributed
• 1,200 money-off coupons distributed
• Redemption figure for MOC (if possible)
