‘Tis the sea-son for reflection, and we couldn’t be more proud looking back on Penfolds Victoria Derby Day and the brand’s sponsorship of Melbourne Cup Carnival.
The ‘Venture Beyond’ by Penfolds Marquee docked in the Birdcage for another year, bringing with it an underwater wonderland, complete with a Coral Reef photo moment, a Tasting Cave dedicated to Penfolds Grange 2019 and a Seabed, the Marquee’s activity and entertainment hub.
With a goal to take guests on a journey below the surface, we worked with Penfolds to deliver a multi-functional communications strategy, amplifying key brand messaging and talent integration across traditional and social media. We ultimately achieved over 16M in editorial reach, $11.5M in editorial PR value, and over 73M in social media reach.
A highlight of the campaign was working with Friends of the Brand Lance and Jesinta Franklin, which included a trip to Penfolds spiritual home, Magill Estate, for a very special photoshoot and interview with Stellar.
Here is a glimpse at just some of the coverage we achieved throughout the Carnival and beyond.