Isla Negra Wines Hit the Road in Major Sampling Initiative

As part of its ongoing “Inspired by the Coast” campaign, Chilean wine brand Isla Negra will be touring British coastal festivals this summer offering the chance to enjoy a glass of wine while taking in the surrounding sea views. Travelling with its branded Airstream Caravan, the Isla Negra team will be stopping at a number of coastal events and food festivals until September hoping to reach out to around 25,000 consumers.

Having already made its first stops at the St Ives Food & Drink Festival at the end of May and The Dorset Food Festival on 7^th and 8^th July, the Airstream Caravan will make its next outing at Eastbourne Extreme on 14^th and 15^th July where it will park up and open up, offering festival visitors the chance to taste the Isla Negra range of wines.  Next stop will be at Seafest Scarborough on the 20^th and 22^nd July, then to finish the summer holiday by the seaside, the Airstream Caravan will stop at the Morecambe Seaside Festival on 1^st and 2^nd September.

As part of Isla Negra’s integrated coastal treasure hunt campaign this year, visitors to the Airstream Caravan will also receive a card printed with one of 1 million unique codes, directing customers to the website to play the Beach Hut Game with prizes of 2,500 coastal holidays or discounts on Isla Negra wine for every entrant.  

Isla Negra Brand Manager Nicola Hale says; “By touring coastal festivals around the UK, we want to tell the Isla Negra brand story and engage with new and existing consumers and we hope our caravan tour will become a talking point on the food festival scene.”

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For further information and images, please contact Gemma Hood at Phipps

gemma.hood@thisisphipps.com   

0207 759 7400

Notes to Editors

• *Isla Negra is the number one Chilean wine brand by value and volume – Nielsen data 19^th March 2011  
• To find out more about Isla Negra, visit the official Facebook page at facebook.com/islanegrawine
• Isla Negra will be sampling at the following events this summer;
  • Eastbourne Extreme – 14^th-15^th July
  • Seafest Scarborough – 20^th-22^nd July
  • Morecambe Seaside Festival – 1^st-2^nd September

Isla Negra launches the UK’s biggest ever digital coastal treasure hunt this summer

CyT UK, the UK’s leading distributor of premium wines from the Americas, is launching a massive digital campaign for number one Chilean brand* Isla Negra.  Building on the Isla Negra ‘Inspired by the Coast’ coastal gallery and photography competition last year, which had over 750 entrants and more than 2,000 votes, Isla Negra is now launching  one of the biggest digital campaigns ever for a wine brand, incorporating a UK coastal sampling tour, online coastal themed games and a neck collar promotion.

New additions to the website include interactive coastal game, ‘Where am I?’ where users will be asked to guess the pictured UK coastal spot to be in with a chance to win one of eight coastal holidays worth up to £1,000. Clues to the location will be released via Isla Negra’s Facebook and Twitter pages and users will be able to ‘share’ each time they play the game.

Through the integrated online games, on shelf neck-collar promotions, and sampling events Isla Negra will be releasing 1 million unique codes to attract customers to engage with the Inspired by the Coast activity and play the Beach Hut Game, a digital scratch card game, to win prizes. Winning players will receive one of 2,500 coastal holidays, while those who don’t win will receive 50p off their next purchase of Isla Negra wine.

Isla Negra will also be live at sampling events at UK coastal spots throughout the summer** in its branded airstream van where visitors will be able to sample the wines, take pictures to add to the Isla Negra coastal gallery, and also receive a unique code to enter the online competitions.

CyT UK Marketing Manager Nicola Hale says; “This is the biggest integrated initiative that we have created for the Isla Negra brand and demonstrates a huge investment. By launching this innovative multi-platform campaign we’re able to reinforce Isla Negra’s link with the coast and engage with new and existing consumers.”

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For further information and images, please contact Rachael Everitt at Phipps

rachael.everitt@thisisphipps.com   

0207 759 7400 

Notes to Editors

• *Isla Negra is the number one Chilean wine brand by value and volume – Nielsen data 31 March 2012
• To find out more about Isla Negra, visit the official Facebook page at www.facebook.com/islanegrawine  
• The new Isla Negra website www.inspiredbythecoast.com launched on Monday 25^th June
• **Isla Negra will be sampling at the following events this summer:
  • St Ives Food and Drink Festival – 26^th – 27^th May
  • Dorset Seafood Festival – 7^th-8^th July
  • Eastbourne Extreme – 14^th-15^th July 
  • Seafest Scarborough – 20^th-22^nd July 
  • Morecambe Seaside Festival – 1^st-2^nd September

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