Treasury Wine Estates

Penfolds Re-corking Clinic 台北

概要

TWE 在台灣舉辦第一次的Penfolds Re-corking Clinic換塞診所
知路國際負責提供客戶諮詢、媒體與KOL關係、設立Penfolds臉書粉絲頁、與第三方聯繫合作、以及活動企畫執行

挑戰

對澳洲葡萄酒的喜好度不如法國酒
主要媒體對於參與報導酒商之活動有所顧忌

活動

在一天的Penfolds Re-corking Clinic中安排了四場的換塞示範，邀請媒體、知名酒類專業人士、消費者與販售通路業者分別參與
安排三家媒體訪問了首席釀酒師，包括日報、週刊及酒類專業雜誌
設立Penfolds Taiwan臉書粉絲專頁，分享關於葡萄酒窖藏、醒酒、換塞等各方面的專業知識，以協助推廣Penfolds品牌

成果

整個活動獲得了超過70篇的媒體報導
在換塞活動後提升了Penfolds知名度
臉書專頁建立後獲得超過3,200位粉絲的支持，在三個月（五月到七月）的時間內每天平均有2,090次的曝光

Treasury Wine Estates

Penfolds Re-corking Clinic

Brief

TWE held its first Penfolds Re-corking Clinic in Taiwan
BMA was responsible for client counsel, media/KOL relations, Facebook Page creation and management, as well as event planning and execution.

Challenges

Low preference for Australian wine compared to French wine
Major media’s hesitation to cover events related to wine and spirits

Activities

4 sessions arranged in the Re-corking Clinic Taipei: for media, KOLs, consumers and trade clients, respectively
3 media interviews with the chief winemaker by one major daily, one general weekly and one wine magazine
Created Penfolds Taiwan Facebook Page to share the knowledge of wine cellaring, decanting, and re-corking to promote Penfolds

Results

A total of 77 clippings were collected after the launch event
Awareness of Penfolds raised after this unique event
Facebook Page fans have reached 3200 from zero, with total daily impressions 181,789 from May to July.