PR-ING GRAHAM NORTON’S LATEST VINTAGE
Invivo wines challenged Pead PR to create a huge buzz around the launch of the third vintage of Graham Norton’s Own Sauvignon Blanc in winter 2016. The innovative wine company briefed Pead to own the ‘Friday night moment’ to coincide with Graham Norton’s show on TV3.
But this Irish funny man is based in the northern hemisphere, and we had incredibly restricted access to him. Combined with the challenge of this being Graham’s third vintage (so essentially there was no new story), how could we generate cut through? Our strategy made the most out of assets in the form of a winemaking video and minimal time with Graham: it incorporated traditional media relations combined with a partnership with mediaworks and Jono and Ben, delivering wide reach whilst fulfilling the brief of owning the ‘Friday Night moment.’
Coverage totaled 70 pieces across broadcast, print, online and social and spanned Seven Sharp, Jono and Ben, NZ Herald print and online, The Breeze, Saturday Fresh on Radio Live and more. PR value exceeded $1.01 million with an ROI of 100:1.
And recently we worked with Invivo to create limited edition blend created by Paul “The Palate” Henry after working with Graham to ‘challenge’ Paul Henry to create his own wine. More on that soon…
It was a pleasure working with the team at Pead for the launch of Graham Norton’s 2016 release. Working in collaboration with Invivo, Pead built an excellent plan for the launch which was delivered with expertise. They often went above and beyond the brief to make sure our launch was one of the most talked about in the New Zealand wine industry this year (and keeping within budget!). I would recommend Pead PR for those looking for an agency that will get you that all important cut through.
Co Founder, Invivo Wines