By Amy Looker
Pernod Ricard Australia has launched a massive media campaign ahead of the Christmas trading season in support of its recently renamed Brancott Estate label.
More than $2.5 million has been invested into the campaign, which includes TVC, print and digital properties.
The TVC will be broadcast during prime-time programming across Channel 9, Channel 7, SBS and subscription TV channels, and is expected to reach a national audience of 7.6 million Australians.
Pernod Ricard recently grouped its key international wine properties under one business, Premium Wine Brands.
While Brancott Estate has previously advertised on Australian television under its previous name of Montana, this is the first campaign under the Brancott Estate label and the first time the brand has adopted an aggressive online strategy to supports its print and television spend.
“True to our roots as a pioneering brand, Brancott Estate is again cutting an exciting new path through the digital media landscape. With our strong investment behind digital media and integration with TV and print advertising, we will rapidly build widespread awareness for Brancott Estate,” said Pernod Ricard Australia’s marketing manager – wine, Paul DiVito.
The campaign will run for four weeks.