Riesling Weeks HK win Best Consumer Campaign Award
Wines of Germany’s ‘Riesling Weeks’ managed exactly that and successfully leveraged off the collaboration with a number of importers and the trade in Hong Kong (Video).
The campaign consisted of multiple tastings, dinners and wine promotions involving 90 outlets including restaurants, bars, wine shops and supermarkets across the city.
Its popular kick-off event and the successful social media campaign with a ‘German Wine Princess’ generated plenty of buzz and instagram-worthy photo opportunities. The princess attended 12 consumer events and met with over 400 consumers during the Riesling weeks.
The month-long promotion successfully reached 50 media outlets. This year participating restaurants involved in promoting city-wide Rieslings also increased by 50% compared with last year, the result of its high-level engagement.