Previous work: Penfolds wines - THE BLOCKS
Whilst awareness of Penfolds Wines in Australia was high, Treasury Wine Estates were struggling to connect the brand with a new generation of affluent urban drinkers. Through a unique partnership with London design firm Studio Toogood, Penfolds created an ambitious temporary design installation and wine bar in Sydney: THE BLOCKS
The Royals created a uniquely social, multi-channelled approach to generate buzz, awareness and engagement with the Penfolds THE BLOCKS experience.
We designed and launched Twitter and Facebook profiles, produced content and managing a paid-media strategy to increase interaction and propensity to visit.
The Royals also identified and personally outreached to over 80 key Sydney bloggers across all major interest groups, meeting them at the launch party and resulting in 47 pieces of positive media coverage and a total reach of over 3.62m