Last monday, Brad Pitt and Angelina Jolie were in Paris for the premiere of World War Z (see the picture). Then a dinner at Enrico Bernardo’s great restaurant Il Vino and Silencio, a new kind of cultural club designed by David Lynch. Something else? Yes, a French wine called Miraval that, with more than one post every 20 seconds on Twitter during its launch, has marked the history of wine. TV, Radio, Magazines, Daily Press, Blogs, this exceptional communication operation targeted more than 60 countries around the world with a 7d/7 and 24h/24 configuration. Managed by VitaBella Luxury Wine, this communication currently represents the largest international media coverage in the history of wine. Managing the communication of a partnership between a famous name of the wine industry, Famille Perrin, and a couple of world-famous Hollywood stars is not easy. This requires some preparation a few months before the big Day … Disseminating information to journalists in more than 60 countries is not simple. Especially in a short period of 72 hours. No, of course, I do not mean only journalists specializing in the wine industry, it would be much too easy … I am also talking about journalists covering Lifestyle and People. I also forgot the bloggers. They can cover wine, gastronomy, lifestyle, gossips, life in Provence…They must all be aware of this information. This ultimately makes a lot of people to contact within 72 hours. Now you may wonder what is the role of social media in this process. Here, the Social Media strategy included Facebook, Twitter, Weibo and Pinterest, and I have to admit that it was key to the success of this communication in order to reach a larger audience. Our partner Proxem gives a good overview of the intensity of this Social Media activity on Twitter worldwide (read this article). Today, it is impossible to launch an international communication campaign without getting people’s reactions and knowing how positive (or negative) they are about buying the wine in a near future. It was important, just a few weeks before the launch on the market of Miraval Rosé, to get a feedback from potential buyers. Throughout the world, the enthusiasm was beyond our expectations. This is another reason why we see, at VitaBella Luxury Wine, a bright future for wine brands supported by experienced teams who implement effective international marketing and communication strategies. (You can reach the writer at info@vitabella.fr)
Angelina Jolie and Brad Pitt: The largest International Media coverage in the History of Wine
