Client: Zachys Wine and Liquor
Project: Zachys’ International Auction Program
Challenge: Launch the brand in Europe with the first-ever London auction and bring new international interest and clientele. Plan a digital media outreach program targeting global luxury lifestyle press. Successfully managed press outreach resulting in quality editorial coverage. Bring alive key spokespeople as regular media commentators.
Solution: Managed the global communications strategy for Zachys and set up press offices out of NYC and London. A steady flow of high-quality coverage and one-to-one press interviews across top-tier international media. Launched Zachys ‘Studio Sales’ – online live auctions to replace in-the-room events during Covid-19. Optimized the landing page as well as Zachys current website for better Search Engine organic ranking for wine-related keywords. Tapped into the worldwide premium shopper and location data to identify Zachys global targeted audience through 2nd and 3rd party data. Demographics to include people of UHNW who have impeccable taste for wine, have attended other high-end wine auctions, have visited premium wineries in the last 90 days, have purchased expensive wines online or offline and subscribe to wine connoisseur magazines.
Results:
- The successful campaign resulted in over $50 worth of coverage across international media from over 20 different countries
- Top Features Include: WSJ (USA), New York Times (USA), FT how to Spend It (UK), The Times (UK), Nazione (Italy)
- Total Media Placements: CNBC Europe live TV interview, Dissapore (Italy), Die Welt (Germany)
- Re-targeted Zachys identified global audience with carefully crafted ads via the Search Engines, Publisher Native Advertising, Social Media, YouTube and Newsletters to drive conversions to Zachys landing page.