Blossom Hill launches £1 million Wimbledon based campaign
Diageo wine brand Blossom Hill is to begin a summer campaign worth £1 million around its sponsorship of tennis tournament, Wimbledon.
The ‘Summer Perfectly Served’ campaign will highlight the brand’s sponsorship of Wimbledon for a fourth year as the Official Wine for the tournament, and sees it commit an increase by 28% in marketing spend from last year.
The campaign will extend beyond Wimbledon to include TV, running until September and will tie in with outlet activities through print, broadcast, digital and billboard advertising, leading the Wimbledon ticket giveaway and a newly designed, limited edition tennis ball label design which will appear on both its White Zinfandel and White Grenache wines available from 1 June, in the run-up to Wimbledon Fortnight.
Print advertising will concentrate on London free paper Metro, which will run a branded one-off Metro for the first time, with an exclusive 100,000 print run and Wimbledon theme on 28 June while bill board advertising will include a "mega-site" opposite Wimbledon train station.
A national drive time broadcast campaign will run over a two week period with Heart FM and a digital campaign will run across Yahoo, Google, hotmail, MSN and Facebook.
Liz Ashdown, marketing manager for Blossom Hill, commented: "Blossom Hill is the No. 4 UK alcoholic drinks brand, and is taking an innovative and truly integrated approach to its summer campaign to maximise consumer loyalty and drive footfall into outlets. The impact of the Wimbledon and broader summer campaign is expected to boost rosé sales at a key time of year – when 30% of rosé is sold."