Creek promotions for Australia DVD launch

05 May, 2009

Jacobís Creek has embarked on some major promotional activity to

capitalise on its status as the exclusive wine partner of the film

Australia, which has been launched o

n DVD.

Sainsburyís is merchandising the Reserves range and DVDs together in

free-standing display units for two weeks. There will also be POS

material in both the home entertainment and wine aisles.

Online promotions with Co-op and Ocado will offer consumers the chance

to win an Australian holiday, while the Jacobís Creek range will be

promoted on in-store radio ads in Co-op branches.

A six-figure, nationwide Jacobís Creek media campaign using "bookend"

formats will appear in national newspapers, quality supplements and

consumer magazines. The campaign is expected to reach 45% of the

brandís target audience, which is around 4.2 million adults across the

UK.

Australia is directed by Baz Luhrmann and stars Nicole Kidman and Hugh Jackman.




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COMMENT

Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle Ė which makes it especially galling that we spend so much time divided over it.

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