The document outlines an advertising campaign for Chimney Rock winery. The objectives are to reposition the brand, increase awareness, and boost engagement. The campaign will include print, outdoor, online, and event marketing. Research found the target audience is males aged 32-40 who earn over $120k annually. The event portion of the campaign is a private tasting that will be promoted through social media with the theme "Can you talk wine?".

1. Genie
Advertising
usus
For:
Chimney Rock
Client
CAN YOU
TALK
WINE ?

2. Objectives:
Reposition
Awareness
Engagement

3. Buy expensive
wine for events
Love
mysterious, classy
and sophisticated
wine
Target
segment
10
interviews
10
Research
questions
Trends &
Behaviour
Surveys:

4. Male 32-40
Showoff > $120K
Charming Richard

5. Repositioning

6. Perceptual
CAN YOU
TALK
WINE ?
CAN YOU
TALK
WINE ?

7. Aesthetical

8. Awareness

9. Vehicles
Total reach:
300M
Social Print OOHTV
23% 25% 15%37%

10. Lorem Ipsum
Lorem
Ipsum
Creative guidelines
Content area
Font - Poiret One
Font Size – Between
20 and 50 pt
Colour scheme
Color 1 - #6B4C2C
Cool 2 - #F8D9A7
Positioning of
the product
Tagline
Font - Poiret One
Font Size – 20 pt

11. Print
Can you talk wine?Can you talk wine?Can you talk wine?
Taste
luxury
mell
wirl
ip
uccessS
The way to have
power is to
hold it

12. Magazines/Newspapers
Forbes
Entrepreneur
ESPN The Magazine
Sports Illustrated
Playboy
Men's Health
Wired
Smart Computer
Technology Review
CIO
Wine Enthusiast
Wine Spectator
San Francisco Chronicle
New York Times
USA Today
New York Times Sunday
Print magazines Online magazines
Newspapers

13. OOH
CAN YOU
TALK
WINE ?
CAN YOU
TALK
WINE ?
Can you talk wine?

14. Online
Smell, Swirl and Sip the taste of success
#CRcanyoutalkwine?cr.to/zEckNn
3:30 PM – 17 Mar 2016
@chimneyrocks
Chimney Rock

15. YouTube
TruView Ads
Non skippable Ads
In video Ads
Chimney Rock (Wine Ad)
Chimney rock (Wine Ad Full)
Chimney rock (Wine Ad Full)
Chimney rock winery
Chimney rock wine production

17. Commercial
BESTQUALITY
Quality Success

18. Media results
Reach
Touches
per month
Eyeballs
150M12 300M

19. Engagement

20. CloudWine Event
Event Theme: Can you talk wine?
Objective: Enhance Chimney Rock experience
Speakers Entertainment AudiencePromotion

21. Event layout
Venue: Fort Mason
Date: Sep 17, 2016

22. Promotion
Event theme:
Can you talk wine?
Number of winners:
20
Private tasting
experience
Private Driver
Exclusivity during
the event
Personalised Kit

23. Richard’s story
9 AM
Goes to work
OOH
11 AM
Breaktime
Wired
1 PM
Lunch
Twitter
4 PM
Breaktime
NYT
9 PM
Dinner
CBS
CAN YOU
TALK
WINE ?
CAN YOU
TALK
WINE ?

24. CAN YOU
TALK
WINE ?
CAN YOU
TALK
WINE ?

25. Genie
Advertising
usus
1 - Andy Li
ali2016@student.hult.edu
2 - Deval Singh
dsingh2016@student.hult.edu
3 - Laura Caballero
lcaballero2016@student.hult.edu
4 - Martha Rodrigues
mrodrigues2016@student.hult.edu
5 - Prashanth Santhanam
psanthanam2016@student.hult.edu
6 - Vitaly Bulatov
vbulatov2016@student.hult.edu