Some pictures from the tour:
Brand Strategy | Art Direction | Social Strategy & Content | 360 Dome Content | Sculpture Design | Experiential Design | Activation Photography | Recap Video Footage & Editing
Experiential tour and programming for Italian winemaker brand, Santa Margherita’s experiential campaign, “Follow The Vine” across 10 US markets.
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.
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. Found here
Santa Margherita wasn’t getting brand recall and consistent purchasing consideration from their target audience of affluent, higher-educated females across the United States.
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.
3,587,967 Impressions
23,759 Samples distributed
6,138 Attendees
10,805 RSVP’s
3,278 Requested future mail
24,468 Website visitors
Some pictures from the tour: