Traffik wins Ex-Awards in USA for Lindeman’s Open Garden event, trumping Oprah Sydney

May 17 2011, 12:47 pm | BY Lynchy | 1 Comment

lindemans.pngTraffik Marketing, Australia’s leading experiential marketing agency has taken home the gold trophy at the elite USA Ex-Awards for their premium event activation of Lindeman’s Open Garden.

The annually held Ex-Awards globally recognises the best of the best in experiential marketing and are the most sought-after trophy in brand experience marketing. Traffik Marketing took home the coveted prize in the Best Single Market Event activation category. The agency was up against Tourism Australia’s Oprah’s Ultimate Australian Adventure.

Traffik Marketing created Lindeman’s Open Garden, which is a uniquely ownable, leveragable experiential property that drives awareness and trial for Lindeman’s Early Harvest and Sweet Seasons ranges of wine.

Launched in September 2010 at Floriade in Canberra, Lindeman’s Open Garden activation consisted of several engaging activities including a do-it-yourself hanging basket area, celebrity gardener and chef demonstrations, relaxing chill-out zone and a giant 18 metre sampling bar.

James.png“We are over the moon to have received the call from Chicago this morning announcing Traffik as winners in the Best Single Market Event Activation category,” said James Neale (pictured), managing director of Traffik. “For this to be our first experiential activation for Lindeman’s and seeing the activation win this high calibre USA marketing award is extremely rewarding for the entire team involved in creating the Lindeman’s Open Garden.”

40,000 people engaged with the Lindemans Open Garden activation at the Floriade debut, with 90% of consumers being within the primary target demographic of 45-65 year olds. The activation received extensive media coverage of over $500,000 and sales increased during the program with over $105,000 in packaged bottles sales generated.

Furthermore the Lindeman’s brands saw an uplift of off-site sales to more than 20% at local independent liquor outlets. “Traffik Marketing delivered a unique and seamless integrated program,” said Michelle Terry, Lindeman’s group marketing manager. “The Lindeman’s Open Garden sponsorship property and the launch execution at Floriade epitomised what experiential marketing is all about – engaging the target consumer in such a way that fond memories of the interaction compound and last well beyond the event itself.

The Lindeman’s Open Garden was and still is the ultimate experiential execution which marries the target audience interests with our brand objectives in a compelling way.”