The campaign will involve a new product launch and the development of a two year digital marketing plan, which will form the backbone of VinultraÂ’s digital infrastructure and marketing strategy over the coming years.
As part of the agreement, Collective will build two main websites for both the Vinultra brand and its much anticipated new wine Â‘Little BeautyÂ’. It is envisaged that this will be the first of several projects.
Collective will design the websites to build awareness and buzz around the new Â‘Little BeautyÂ’ wine and the Vinultra brand as a whole. CollectiveÂ’s creative team will also work with Vinultra to develop content for the sites that will enrich customer engagement, while also developing an open source CMS enabling simple content updates as and when required.
The main Vinultra website is due for launch in March 2009, and this will be swiftly followed by the launch of the Â‘Little BeautyÂ’ product site to time with the first shipment of the much awaited wine to the UK market The product site will complement the Vinultra brand and offer Little Beauty a unique hub to engage its target audience.
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Vinultra has the right approach to wine making. They are flying the flag for quality in a market where volume production is slowly taking over. We intend to reflect this in our digital strategy. We have a good understanding of the alcohol industry having produced campaigns for brands such as The Famous Grouse, and we will bring this experience to the Vinultra campaign which will be central to the brandÂ’s worldwide launch and subsequent growth strategy.
Greg Doone, managing director of Collective
Vinultra creates bespoke New Zealand wine brands that are designed to be approachable and engage and exceed the expectation of our consumers. ItÂ’s about trying to stand out and Collective is aligned perfectly with that mission. From the moment we engaged them, Collective has delivered high levels of energy, an appropriate and focused strategy and, importantly, it listens and cares. With Collective at the helm, IÂ’m very excited about our future digital strategy and look forward to a positive consumer response.
Fleur McCree for Vinultra
Collective is a London-based digital creative agency that creates remarkable websites and brand-driven campaigns. Renowned for its collaborative approach and innovative use of rich media, CollectiveÂ’s current clients include Honda UK, BBC, Adventure Ecology, Callaway Golf, RDF, learndirect, ESPN and EA Games. Formed in 2003, CollectiveÂ’s team is currently 40 strong.
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