Brancott Estate, the pioneer of the original Marlborough Sauvignon Blanc, has teamed up with the world’s leading travel information provider, Lonely Planet, to launch a new consumer initiative as part of its ‘Curious Journeys’ platform. The on-pack promotion offers consumers the chance to win an incredible trip for two to one of five newly re-launched Lonely Planet city guide destinations: Kyoto, San Francisco, Budapest, Singapore or St. Petersburg.
Winners will get the opportunity to spend a day with one of the expert authors who contributed to Lonely Planet’s newly re-launched city guidebooks. The author will act as a guide to the city, taking the winners to the most authentic spots which are loved by locals. The brand will also be giving away 1,000 Lonely Planet city guides to runners up.
The competition features on-pack across approximately 700,000 bottles of Brancott Estate Sauvignon Blanc, and is expected to be available until October this year.
Consumers can enter the unique code found on the neck collar on the brand’s new dedicated microsite www.brancottestate.com/curious-journeys to find out instantly if they have won. The campaign also includes in-store activation across selected grocers, including PDUs, branded barkers and sponsored online banners, as well as online retailer competitions to encourage trial and to drive further awareness of the brand.
The Curious Journeys microsite allows consumers to not only enter the promotion, but also to explore content provided by Lonely Planet. They will be able to interact with the site and share highlights of their own experiences in the various cities. If consumers sign up to Brancott Estate’s newsletter, they will receive a third off Lonely Planet city guides. Via Facebook, they will be updated on the various destinations and kept up-to-date with other consumers’ experiences.