Blossom Hill is injecting £1m in to a summer campaign hinged around its sponsorship of Wimbledon.
The marketing initiative is designed to position Blossom Hill Rosé as the wine choice for alfresco summer drinking and dining, according to the company.
The campaign, which runs under the umbrella of “Summer Perfectly Served”, will tie in-outlet activities with a combination of print, broadcast and digital advertising, with a Wimbledon ticket giveaway as a key feature.
A limited edition “tennis ball” label design will also appear on White Zinfandel and White Grenache single varietals. These will be available from early June.
Earlier this year Blossom Hill signed up to be Official Wine of Wimbledon 2010 — its fourth year in this role.
“The sponsorship was confirmed on the back of impressive growth during the 2009 Championships, which saw sales uplifts of 56%, firmly securing Blossom Hill as the UK’s number one rosé brand,” said marketing manager, Liz Ashdown. “As a result of the success, the campaign investment has been up-weighted and extended beyond Wimbledon.”
Print advertising will concentrate on London free paper Metro, which will run a branded limited edition one-off Metro for the first time, with an exclusive 100,000 print run and Wimbledon theme. Blossom Hill will also run billboard advertising opposite Wimbledon train station, and a broadcast campaign will run over a two-week period with Heart FM. A digital campaign will run on Yahoo, Google, Hotmail, MSN and Facebook.