Launch event for The Gentleman’s Collection
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.
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