Yellowglen launches new fashion-focused national campaign with Westfield
From 6 – 29 October 2011, Yellowglen will host its first fashion-focused consumer marketing activation with a national series of free Yellowglen Style & Tasting Sessions in partnership with Westfield. These consumer experiences will also lead directly into the Melbourne Cup Carnival, the nation’s biggest week for fashion and bubbles.
The national Westfield partnership reflects an important new step into fashion territory for the Yellowglen brand, having already secured the prestigious title of Official Sparkling Wine Partner of Australia’s premier racing clubs including the Victoria Racing Club, Brisbane Racing Club, Australian Turf Club in Sydney and Royal Ascot in Perth.
Kicking off in Sydney, Melbourne and Perth and then to Brisbane and Adelaide, the hour-long Yellowglen Style & Tasting sessions use fashion as a reference point to help consumers develop their palate and gain a greater understanding of the premium Yellowglen Vintage sparkling range.
The campaign is backed by a fully integrated $3 million investment across print, social and digital media. The ultimate destination is ‘The Style Suite’ portal which sits within ‘The Hype’ section of the Yahoo!7 network. Here you’ll find a series of dedicated Style Session Blogs, Westfield Stylist and celebrity style tips and a competition to win The Ultimate Girls’ Day Out at the Races, which will see one Yellowglen fan and three friends fly to Melbourne to attend Crown Oaks Day and enjoy two nights in the city at the height of racing fever.
Pacific Magazines Fashion Editors from marie claire, InStyle, WHO and Famous will also attend a number of Yellowglen Style & Tasting Sessions at Westfield centres around Australia.
Bridie Commerford, group marketing manager – sparkling wine at Treasury Wine Estates, says this new partnership heralds an exciting evolution for Yellowglen.
Says Commerford: “This partnership with Westfield is Yellowglen’s first official foray into the world of fashion and is an extension of the brands strategy to enhance consumer experiences, with a natural synergy between racing and fashion.
Yellowglen has always been about bubbly fun and getting women together to share a laugh, have a chat and celebrate being women. These free sessions are designed to do just this as well as provide some practical tips by taking the guess work of out picking the perfect spring summer fashion trends and the perfect bubbles to match.”
Yellowglen will immediately follow the national Westfield partnership with complete signage domination of the iconic and high traffic Flinders Street Station in Melbourne during the Melbourne Cup Carnival, reinforcing the brand’s dominance in the sparkling wine category over the past decade and linking to the trackside consumer activation, the Yellowglen Bubbly Bar & Photo Finish.
The Yellowglen Bubbly Bar & Photo Finish will be open to all racegoers at Flemington on each of the four major race days. An unashamedly feminine playground where guests can take in all the excitement of race day with a glass of Yellowglen’s finest bubbles in hand, the Yellowglen Bubbly Bar & Photo Finish will be located trackside at Flemington Racecourse.
Split across two levels, the new look Yellowglen Bubbly Bar & Photo Finish will take on a nostalgic carousel theme, complete with handcrafted carousel horses, gold and purple wrapped maypoles and guests can also enjoy bubbles from the Yellowglen range at the bar located on the lower level. A highlight will be the ‘Photo Finish’ photo booth on the upper level, where racegoers can pose atop one of the handcrafted Yellowglen carousel horses, or get the girls together on the carousel settee and have a printed photo of that moment in hand within a minute. A selection of photos will also be uploaded to Yellowglen Facebook page.
Yellowglen has also invested in digital and mobile support of its racing sponsorship activations, including bringing back the highly successful free, location-based Yellowglen Where RU? i-Phone app, which takes the guess-work out of finding friends on race day. Using real-time GPS and Facebook, Where RU? will also help race-goers navigate to the Yellowglen Bubbly Bar & Photo Finish, Yellowglen bars, bathrooms, transport, first-aid, food outlets and ATMs.
The Yellowglen Style & Tasting sessions will run nationally from 6 – 29 October 2011 and are free. Register online for your nearest Yellowglen Style & Tasting Sessions
Yellowglen Style & Tasting Sessions
NSW
Westfield Penrith Oct 6-8
Westfield Hornsby Oct 13-15
Westfield Eastgardens Oct 20-22
Westfield Chatswood Oct 27-29
VIC
Westfield Fountain Gate Oct 6-8
Westfield Southland Oct 13-15
Westfield Geelong Oct 28-29
WA
Westfield Carousel Oct 6-8
QLD
Westfield Garden City Oct 13-15
SA
Westfield Marion &
nbsp; Oct 20-22
Agency Partners:
Creative –Badjar Ogilvy
Media – MediaCom
Digital- Wunderman
Experiential – Maverick
PR – Liquid Ideas