Clay Station Case Study

Expose Yourself To Something New - Campaign

Overview

Clay Station is a boutique brand from Delicato that produces wines that are anything but Chardonnay or Cabernet. These wines are for the more adventurous wine drinker looking for something more unusual and out of the ordinary.

Expose Yourself Campaign

The goal for this six-month Public Relations program was to further the reputation of the brand for making outstanding new wines from classic old world grapes while reinforcing the importance of the Lodi wine growing region. This campaign positioned Clay Station as a leader in educating the public on their high quality alternative varietals to Chardonnay and Cabernet.

To accomplish this we needed to reinforce the message of these high quality adventurous but approachable wines on both a consumer and media level.

Our execution was two-fold:

Media: We focused on two varietals in this initial 6 month period to gain the maximum exposure for the wines while not overwhelming the press, as well as account for the lead time that some coverage demands i.e. magazines and newspapers. We focused on the Viognier in the spring and Malbec in the fall and sent catchy email announcements to 'A' list consumer and trade media with a product shot and a few quick trivia facts about that particular varietal and a message that samples are on the way. This was followed by a sample mailing and media follow up.

Consumer: We developed and held the "Expose Yourself Events" at hip wine stores in New York City, Chicago and San Francisco. Each sold-out event provided an adventurous night of wine tasting for 100 plus consumers. Guests were encouraged to answer trivia questions displayed next to each Clay Station wine. There was fun lively music playing in the background, a mcee that provided interesting facts about Clay Station, and we handed out prizes to those who answered all questions correctly. The end result? Cases of wine sold, enthusiasts educated about Clay Station in a refreshing way and effective media coverage.

A Sample of Press Results

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