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case studies - Kim Crawford Wines

Generations
Kim Crawford Wines Two Lovers
Ben Jelen Kim Crawford Fashion Kim Crawford Art J Meyer

Objectives:
To create awareness of Kim Crawford wines through entertainment related opportunities, promotions and campaigns - specifically with emerging talent in music, film, fashion and art.

Solutions:
Kim Crawford Music Lounge -
We created the Kim Crawford Music Lounge (housed online at www.experiencekimcrawford.com) selecting and licensing all artist’s music for the Lounge which allows consumers to listen to and download the latest and greatest in emerging music. The Kim Crawford Music Lounge features 10 emerging artists four times a year (July/Oct/Jan/March.) Consumers can view photos, bios and purchase the music as well as download ten (10) featured tracks. The year around campaign is marketed via email blasts, through social media sites, sponsored events and in-store where Kim Crawford Wine is sold.

Kim Crawford Sponsored Events -
We secure several entertainment related events and opportunities for Kim Crawford Wines to sponsor around the country, averaging three (3) events a month. These events range from exclusive film screenings and premieres, to record release parties to emerging fashion designer collection launches to art receptions. In addition to being the exclusive wine sponsors of these events, we ensure high marketing visibility through links and placements on event websites, ticket give-aways, email blasts, POS and photo galleries.

Results:
The Kim Crawford Music Lounge and sponsored events have provided access to the brand to forward-thinking people as well as delivering awareness of cutting-edge artists in music, film, fashion & art. Thousands of email addresses have been collected for further marketing initiatives and as a result, awareness and sales of the brand have increased. Kim Crawford is now known as the trailblazer in supporting emerging talent through various touch points among their target demographic and is considered the go-to lifestyle wine brand among tastemakers and entertainment aficionados.

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