Argentinean wine brand Trivento has rolled out a festive campaign in support of its range of Malbec wines.
‘Discover the Magic of Malbec’ plays on the popularity of the nation’s favourite red grape and aims to drive growth of its more premium expressions, Private Reserve Malbec and Golden Reserve Malbec.
The ads are targeting ABC1 audiences in a work and social hub at Southbank, near to London’s Christmas markets, bars, galleries, restaurants and theatres. This will be supported with commuter train station sites, as well as 150 x digital 6 sheet ads located near retailers.
The out-of-home campaign will be accompanied by a digital campaign, consumer press product placement, micro-influencer recommendations, Christmas gift guides, and wine-writer product reviews throughout the festive season. The eventual audience for the total activity is predicted to be in excess of 1 million people.
Preety Johl, Senior Marketing Manager Europe for Trivento, said: “This latest campaign is designed to drive awareness and sales of the premium tiers for Trivento, at a key time of year. We have seen phenomenal growth from these wines and, with continued investment and creative promotional mechanics, we’re confident we can take the brand to even greater heights.”
