Wijnmerk Hardy's gaat een TV reclame campagne lanceren van 17 miljoen euro!
Dat zie je niet vaak. De marketingbudgetten van wijnmerken in Nederland zijn sowieso niet zo groot…
Constellation Europe is ramping up its UK advertising budget
investing £12m in flagship brand Hardys. A TV campaign breaks next
month supported by a number of sponsorship deals.
The work, created by McCann Response, features the strapline "One
love since 1853" and focuses on Thomas Hardy, who created the Hardys
Australian wine brand.
The agency, part of McCann Erickson UK, won the account in November
last year. Media planning and buying is being handled by
ZenithOptimedia, which was appointed across Constellation Europe brands
in October 2007.
The campaign will break during the first weekend of April and will
be supported by on-trade and off-trade promotions and outdoor, online
and experiential marketing activity.
Constellation has also struck a one-year deal with BSkyB, to sponsor
Sky Box Office films certified 15 and above. Separately, it will
sponsor Lovefilm, the UK's biggest DVD rental service. This will tie in
with a 15-week deal with The Times, which will include a promotional
booklet and microsite featuring films being screened in Vue cinemas
Constellation Europe president Troy Christensen says: "The plans
that we have put together behind the brand will ensure that Hardys
maintains its number one position and continues to grow."