Brancott Estate teams up with Lonely Planet for on-pack promotion
Brancott Estate has teamed up with travel bible Lonely Planet to create an on-pack promotion offering drinkers the chance to visit cities like San Francisco and Kyoto.
This new competition is part of the Curious Journeys initiative and features on 700,000 bottles of Brancott Estate Sauvignon Blanc.
It is expected to be available until October this year.
Consumers can win a trip for two to one of five newly re-launched Lonely Planet city guide destinations – Kyoto, San Francisco, Budapest, Singapore or St. Petersburg.
Winners will get the opportunity to spend a day with one of the expert authors who contributed to Lonely Planet’s newly re-launched guidebooks.
The author will act as a guide to the city, taking the winners to the most authentic spots that are loved by locals.
The brand will also be giving away 1,000 Lonely Planet city guides to runners up.
Lucy Bearman, head of marketing for wine at brand owner Pernod Ricard UK, said: "It was curiosity that led us to plant the first Sauvignon Blanc vines in Marlborough over thirty years ago and through this partnership with Lonely Planet, we are encouraging our consumers to be pioneering in their own right.
"We know our consumers love to travel and seek out new destinations so this initiative taps into this passion and gives the lucky winner a truly unique Curious Journey."
Consumers can enter the unique code found on the neck collar on the brand’s new dedicated microsite www.brancottestate.com/curious-journeys to find out instantly if they have won.
The campaign also includes in-store activation across selected grocers, including PDUs, branded barkers and sponsored online banners, as well as online retailer competitions to encourage trial and to drive further awareness of the brand.