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Launch event for The Gentleman’s Collection

20/06/2019
Advertising Agency
Toronto, Canada
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BRIEF

Treasury Wine Estates, a leader in global wine company, wanted to connect with an urban male millennial audience in Canada to launch their newest Linderman brand called The Gentleman’s Collection.

STRATEGY

We built an integrated marketing program around the lifestyle angle of helping single millennial men navigate the dating scene by being the ultimate gentlemen. Program included cheeky custom social content, a comedy event with Second City and targeted media and digital influencer outreach. Bookmark also partnered with Bumble to provide stats and facts that Bumble has discovered in terms of dating success in online profiles – this was also utilized in our outreach approach for lifestyle media.

RESULTS

Bookmark surpassed the original traditional media goal by over 300 per cent with national coverage in key outlets. In addition to the traditional PR coverage, the team worked to develop 15 pieces of unique content for Gentleman’s Collection properties that were utilized not only in Canada for the launch, but also globally by the Australian team. Bookmark worked with four photographer/Instagram influencers to develop additional content that drove further awareness to the brand’s pages in its four target markets, including: Vancouver, Calgary, Toronto and Halifax. The campaign helped to build a brand audience for Gentleman’s Collections social pages with a significant increase in followers on both Facebook and Instagram.

About Bookmark Content and Communications – Canada

Welcome to Bookmark, the global content and communications company. We are experts at engaging consumers, driving sales and transforming brands. We use consumer insights to develop measurable marketing strategies and creative propositions.


We create content for brands to effectively communicate with consumers and spark action. Brands love us because we help improve brand value, engagement, loyalty and sales. Consumers love us because we enrich their lives with great stories and memorable experiences. We love PR, we love CRM, we love campaigns… we love content in all its forms. We believe branded content sells. We believe exceptional branded content sells exceptionally. And we believe that great content is worth bookmarking.


We produce content for the world’s leading brands, especially in the areas of travel, retail, hospitality, luxury and lifestyle. Our content is distributed to over 180 countries in 40 languages and found on every continent. We believe in respect for local cultures even when espousing a global vision. Our offices are located in Chicago, Lima, London, Los Angeles, Montreal, New York, Santiago, Shanghai, Singapore and Toronto. We are part of the Spafax Group, a WPP company.

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