XCOM Media and Keep Left launch ‘Ultimate Food and Wine Experience’ for Wine Selectors
Newcastle-based premium wine distributor Wine Selectors is introducing Australian wine drinkers to the Hunter Valley’s best food and wine, alongside award-winning food journalist, broadcaster and television presenter, Maeve O’Meara, with the launch of the new ‘Ultimate Food and Wine Experience’ online campaign today.
The campaign concept was conceived and delivered by award-winning digital marketing and communications agency XCOM Media and supported by Melbourne-based PR and communications agency Keep Left and gives wine drinkers and food lovers the chance to win a weekend of fine wine and dining in the Hunter Valley for themselves and five friends, personally hosted by O’Meara, SBS Food Safari presenter and best-selling author.
The competition is now live at a dedicated micro-site designed and built by XCOM Media. The campaign also includes a viral video scripted and produced by Keep Left which illustrates the entry process. This is being supported by an online advertising campaign across SBS, Urbanspoon, NineMSN, Fairfax and News Digital Media.
The $50,000 prize package on offer includes three night’s luxury 4.5 star accommodation in the Hunter Valley, private tours and tastings with the some of the region’s best food and wine producers including Briar Ridge, Keith Tulloch and Tyrrell’s, as well as meals at some of the Hunter Valley’s finest restaurants, including Bistro Molines, Roberts, and Leaves and Fishes.
To win the luxury weekend experience, entrants select five of their nearest and dearest to fill in an online dining table. Entrant’s increase their chances of winning by inviting friends and sharing the campaign over popular social media sites.
Wine Selectors General Manager – Commercial, Michael Coddington, said the Ultimate Wine Experience has been designed to celebrate the unique partnership of premium wine and fantastic food.
Says Coddington: “At Wine Selectors we know that great food and quality Australian wine go hand in hand, and we’re passionate about showing Australian wine drinkers how the perfect food and wine pairings can really make their mealtimes sing.
The Ultimate Wine Experience will introduce the lucky winners to some of the country’s best and most renowned wineries in one of Australia’s most historic wine regions, along with the freshest and best cuisine the Hunter Valley has to offer. And it will all be brought to life by Maeve O’Meara, who shares our passion for the partnership of wine and food.”
He said the integrated viral campaign is a first for Wine Selectors, which started in the Hunter Valley in 1975, and now supports around 400 largely independent winemakers across all of Australia’s major winegrowing regions.
Coddington added: “We’ve been delivering premium wine to our customers around Australia for more than 35 years now, but this is the first time we have run a truly viral campaign that is totally integrated across a broad range of communication channels.
XCOM, Keep Left, and our internal marketing and creative team all took on the brief with enthusiasm, and have worked together collaboratively to bring the campaign to life.”