Santa Margherita—Follow The Vine
Experiential; Multi-Market Mobile Tour & Road Show
Brand Strategy; Art Direction; Social & Digital Content; 360 Dome Video Creation; Sculpture Design; Experiential Design; Recap Video Footage & Editing
Awards—Ex Awards, Gold; Ex Awards, Silver; Pro Awards, Gold; Bizbash Event Style Awards
Experiential tour and programming for Italian winemaker brand, Santa Margherita’s experiential campaign, “Follow The Vine” across 10 US markets.
Challenge: Santa Margherita wasn’t getting brand recall and consistent purchasing consideration from their target audience of affluent, higher-educated females across the United States.
Experience: We created Follow the Vine, an experience that first stimulated dopamine—to strengthen memory creation—then immersed visitors in the Santa Margherita brand story and a wine tasting. This would maximize information retention while showcasing the brand’s premium, yet entertaining brand personality. An email and social campaign attracted our audience in tier-two cities across America, to stand out in less crowded markets. At the experience, a maze of grapevines had guests looking around every corner to discover surprise Santa Margherita cocktails, food pairings and sculptures. When making it to the end of the maze, a dome theatre immersed our audience in a beautiful, 360º spectacular rendition of the brand story. At the conclusion of the content, guests were given a tasting of Santa Margherita’s four varietals, to give context to what they experienced in the dome content.
Sculptures: I designed 9 sculptures for each of the Santa Margherita brands within their portfolio. Each represents the brand as well as how the wine is made.
Event Reels
360 Dome: I art directed a 7 minute 360º dome video that brought our viewers closer to the Santa Margherita brand as it walked them through its heritage, story and winemaking process.
Campaign Gallery
Results:
3,587,967 Impressions
23,759 Samples distributed
6,138 Attendees
10,805 RSVP’s
3,278 Requested future mail
24,468 Website visitors