By Ian Neubauer
McWilliams Wines has today (Mar 3) announced a $2.5 million national advertising campaign to promote its Margaret River wine brand Evans & Tate.
The national campaign will be run on bus shelters, transit media and new large format bus megasides in April, May, June, August and September of this year.
McWilliam’s Wines general manager – global sales and marketing, Rose Scott, said the new campaign evokes desirable, aspirational lifestyle moments and builds awareness for the brand with consumers.
“This new campaign will see one of the largest advertising spends in the wine segment in 2009,” she said. “[It] provides the Evans & Tate brand with maximum visibility achieved through mobile and wide-ranging outdoor formats.”
Evans & Tate was one of Australia’s most prominent wine umbrella brands until a series of financial and managerial faux pas saw it put into administration in August 2007.
It was relisted on the Australian Stock Exchange in July last year as the parent company of a number of low-profile brands, including Stringy Bark Creek, Foley’s Corner, Leefton Downs, Koora Valley and Pepper Ridge.
Evans & Tate shares were trading for 1 cent at midday today (Mar 30).