Wine+ launched in January 2007 and was the first dedicated wine event aimed at the on-trade audience.
LUCHFORD APM was appointed to launch Wine+ via a trade press and whispering campaign. The agency's first rate on-trade contacts meant it was ideally placed to secure backing from the key influencers in the sector. LUCHFORD APM devised a creative whereby beautiful portrait shots were taken of the capital's leading sommeliers. This imagery ran through the campaign from PR and marketing to onsite branding and online.
By working with the elite sommeliers, LUCHFORD APM started a whispering campaign through endorsement by these key figures. In addition several were secured to present masterclasses at the event including Gerard Basset and Henri Chapon.
Press wise, major features were secured in all the key titles including Harpers Wine & Spirit (8 pages), The Drinks Business (3 pages), Caterer & Hotelkeeper (2 pages), The Hotelier (full page), The Publican (5 pages) and PubChef (3 pages). In addition the agency secured a major consumer feature in Sunday Times Style featuring the creative. The total value of the campaign was in excess of £250,000.