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Giesen's first advertising campaign: ALL THE BEST FROM MARLBOROUGH
Giesen Wines have kicked off 2012 with a one million dollar advertising campaign in Australia which is a first in the brand’s 30 year history.
Using the tagline “All the Best from Marlborough”
General Manager Kyle Skene says advertising marks an exciting time in Giesen’s development.
“For us it is about building the association between Giesen and the remarkable wine-growing qualities of Marlborough. Importantly we believe it will help us develop our relationship with Australian wine drinkers and give them a reason to differentiate Giesen from other brands.”
Giesen’s All the Best From Marlborough advertisements will appear on billboards including large format super sites through Sydney, Melbourne, Brisbane and Adelaide from February until April 2012. The program will be supported with print advertising in News Limited capital city titles – The Daily Telegraph, The Herald Sun, Courier Mail, The Advertiser and the Sunday Times.
Advertising strategy was handled by Melbourne’s Dig Marketing Group with the campaign and creative all looked after by Spinach.
Over the past five years Giesen has experienced rapid growth, becoming one of New Zealand’s foremost producers of Marlborough sauvignon blanc and other varieties including; pinot gris, riesling, chardonnay and pinot noir. Over 95% of sales are exported to more than 20 countries including Australia (New Zealand’s 2nd largest export market) where Giesen Estate Marlborough Sauvignon Blanc is the 2nd largest selling sauvignon blanc wine brand (AC Nielsen).
Giesen remains firmly family owned and has come a long way since brothers Theo, Alex and Marcel first planted grapes in Canterbury 30 years ago – all of the vineyards, winery and new cellar door are now located in Marlborough whilst the bottling operation, warehouse and support office are based in Christchurch.
There is strength of character and determination about the German-born Giesen brothers Theo, Alex and Marcel, who made the bold leap to make wine in New Zealand in 1981. Over the past 30 years, they have established over 700 acres of vineyards in Marlborough’
As is the New Zealand way, Giesen is certified in SWNZ (Sustainable Winegrowing New Zealand) practice but have taken it a step further with conversion to organic viticulture in established and new vineyards.
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Dig Marketing Group is a strategic marketing & brand communications business specialising in the industries we know & love - premium drinks, specialty food producers, restaurateurs, leisure & hospitality groups & those that retail in these areas.