The best PR agency in the known universe

Posted on: November 7th, 2008

We’re in the business of blowing other people’s horns.  We’ve become so accustomed to this role we often forget to blow our own.  However, today we got this email from our client, The Wine Society, so we’re using it to blow our own horn:

“Thank you for all your hard work and dedication.  If people cannot see that Stellar* Concepts is the best PR agency in the known universe then there is something wrong with them.  I cannot wait to send around your PR update for the Young Winemaker of the Year because people will fall off their chairs” Eva Gero, Events Executive, The Wine Society

The finalists with MC, Jean Kittson

This is a big wrap.  It could be a slight exaggeration but who are we to disagree with a client.

What did we do to achieve such lavish praise?
For the second year we supported The Wine Society’s annual event, the Young Winemaker of the Year Award, with a publicity campaign.

What did we deliver?
This year to date we achieved 97 clippings nationwide and in NZ with a couple of big, juicy features still coming (see Sunday Magazine in Syd and Melb in Dec).  This equates to a circulation figure of 2,551,984.

Is this a lot of coverage?
Yes, yes indeed.  This is a veritable mountain of coverage.  If this coverage was a wine bottle it would be the size of a Melchizedek.

Why was this campaign so successful?
The story had national and international scope – so wide reaching appeal, while still being community centric (good for community press) + it allowed tailored, personal messages for specific media outlets.  Also, it was a newsworthy, topical event with a high number of participants which again, increased the appeal.

What was the business outcome?
Publicity helped drive a stronger field of entrants and attracted sommelier judges making the quality of the event greater.  It also helped to increase entrant numbers (up on 2007) and generated greater awareness around the awards program and The Wine Society itself.

I’ll drink to that!

Posted by Renee Creer

share Share on FacebookTweet about this on TwitterShare on TumblrEmail this to someone

2 Responses

  1. Michelle says:

    Hi Renee, you have mention the circulation figure of the coverage but what would the media value be on publicity like this?

  2. admin says:

    Hi Michelle
    We don’t use the AVE method (Advertising Value Equivalency). This method of measurement is outdated and is not considered best practice PR. We measure publicity output on things like circulation, message content, tone etc.

Leave a Reply

Recent Posts