Brief
Assist Lourensford Estate with strategy development and the planning and management of an intimate event to launch the debut vintages of its elegant flagship wines, the Chrysalis Red Blend 2015 and Chrysalis White Blend 2015. Splash to engage the public through editorial placement in print and digital channels and via social media platforms.
Mechanic
Splash worked with Lourensford to conceptualise the event at The Manor House on the Estate.
Splash developed a guest list representative of print and digital wine and lifestyle media, industry experts and trade partners, and managed guest logistics: invites, transport, welcoming and on-the-day liaison, while the Aleit Group executed the event set up, décor, guest service and catering.
Lourensford Cellarmaster Hannes Nel worked closely with Chef Gustaaf Boshoff to develop a stunning two-course lunch menu, paired with the Chrysalis Red Blend 2015 and Chrysalis White Blend 2015.
Splash assisted Hannes in developing key talking points for his address to guests informing them about the new flagship wines and explaining the symbolism of the Chrysalis name.
Splash crafted a press release for the launch of Chrysalis, as well as a Q&A with Hannes. These were supplied to media in attendance and pitched to targeted print and digital channels as well as social media influencers.
Each guest received a bottle of Chrysalis Red Blend 2015 and Chrysalis White Blend 2015.
Results
The elegant launch event supported by an editorial pitch to media resulted in 60 pieces of exposure across print and online titles as well as social media platforms. The exposure included Splash managing a Chrysalis giveaway with Food & Home Entertaining, which also included a profile on Hannes Nel.
Coverage included:
- 3 print media features
- 7 website features
- 2 newsletter features
- Social media posts across Facebook, Instagram and Twitter
- Total coverage reach: 596 650
- Media value of the campaign: R534 690.23
