FMBX News

Arniston Bay takes to the water with Craig Doyle

Arniston Bay has integrated field marketing and brand experience into its new campaign, 'Win Fresh Air'. The campaign is being delivered by sales promotion via Diageo's rostered agency Pulse Group with PR and social media through Green Row and a unique outdoor branded wrap by The Wild Group.

Instore sees an array of familiar style POS but the outdoor brand experience is a tour with a difference - it is on water. For the outdoors, branding and sign making specialist The Wild Group were called upon to assist with a highly unusual commission - a fully wrapped and branded Arniston Bay narrow boat.

Arniston Bay has introduced a new on-pack promotion entitled, 'Win Fresh Air', supported by the largest ever marketing investment for the brand. Running from May to July, the promotion aims to help drive value into the wine category by offering consumers a compelling reason to purchase, with a guaranteed two-for-one stay in UK hotels, as well as instant win coastal breaks at over 50 locations throughout the UK.

The Win Fresh Air promotion is supported by a variety of in-store POS materials designed to interrupt consumers during their shopping trip and engage them with the brand, including neck collars, FSDU's, shelf wobblers and shelf barkers, all of which will help to raise the overall awareness of the brand in store and encourage purchase.

In addition to POS, additional marketing for the Win Fresh Air promotion includes; a Facebook campaign, experiential sampling and celebrity endorsement from TV personality Craig Doyle. Craig is hosting events aboard the specially branded Arniston Bay Win Fresh Air narrow boat, mooring at locations such as Birmingham and Manchester throughout May.

Caroline-Thompson-Hill, brand manager for Arniston Bay, explains: "With so many consumers leading busy lives, working indoors and living in city centres, we expect the offer to Win Fresh Air to be extremely appealing to our target audience. It conjures up an image of fresh, outdoor spaces which links back to the unspoilt coastline of Arniston - the inspiration behind the brand. We have invested heavily in this campaign to provide a compelling offer for consumers which will drive awareness and trial of Arniston Bay, ultimately helping drive long-lasting value within the category.

"Arniston Bay is currently performing well, showing 13% growth in value, with an 8.8% share of the South African wine category within the UK. We are confident that this promotion will be desirable for consumers helping with the continued growth of Arniston Bay and in turn drive sales for retailers."

Vinyl-wrapping a narrow boat was a first of its kind for special displays creator The Wild Group. Caroline explains the thinking behind the commission. "The reason that we chose to brand a narrow boat was that we felt it linked back nicely into the overall brand concept of getting some
fresh air. In addition Arniston Bay as a brand is all about freedom and a slower pace of life. The narrow boat perfectly reflects this and we felt the concept would resonate well with our target consumer who is busy with family and work commitments and wants to get away from it all, but perhaps doesn't have a big budget to fly overseas."

"Advertising the wines on the narrow boat itself would obviously give us great standout on the canals during the month of May and gives us some great visuals for social media and press activity."

Caroline is also pleased with the connection driven into the campaign through Craig Doyle "he resonates well with our female dominated target market. He has brought an enormous amount of value."

Media coverage has been strong with ITV running a barge holidays segment on local news, following the first press call, including an interview with Doyle.

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