Cloudy Bay promotion backs young musicians in Australia

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New Zealand wine maker Cloudy Bay has a new sponsorship deal to push its brand in Australia. The vineyard has put its name to a series of live concerts featuring the best of Australia’s up and coming musicians.

Challenged with reinvigorating Cloudy Bay to reposition the brand with younger generations, MediaCom’s content division, MediaCom Beyond Advertising created stunning live music sessions in some of Australia’s most gorgeous natural settings. The first Cloudy Bay Secret Session headlined by Fractures was held inside the magical Great Hall of Montsalvat, a function centre on the outskirts of Melbourne.

MediaCom and Cloudy Bay in partnership with Parlour Gigs have welcomed young Aussies into the mysterious and luxurious world of Secret Sessions; exclusive, premium and intimate live music events featuring Australia’s best up and coming musicians playing in Australia’s most beautiful natural settings.

Cloudy Bay, is the first brand to partner with Parlour Gigs, an emerging and innovative online platform that brings music to Aussie homes by connecting people directly with local musicians.

A dreamy and alluring film captures the audience enjoying Cloudy Bay wine while completely captivated by an artist deeply involved in their craft. Cloudy Bay wanted to build awareness and relevance amongst younger Aussies by connecting with them through the passion points in their life, nature, food, travel & music.

Says Michelle Lush, brand manager Australia, Cloudy Bay: “Cloudy Bay partnered with Parlour Gigs to create unique events where consumers could enjoy Cloudy Bay wines while listening to up and coming musicians in beautiful natural settings. To grow brand awareness and expand reach beyond the events, the essence of Cloudy Bay Secret Sessions was captured on film so it could be shared via social media.”

Nina Nguyen, head of MediaCom Beyond Advertising, Sydney: “MediaCom and MBA provided Cloudy Bay with a strategy to take their brand in a new direction by using social media in a way they had never done before. By doing so, it allowed Cloudy Bay to partner with new media differently in order to increase the brands relevance amongst younger consumers.

“Without the amazing talent of the Fractures, we wouldn’t have had such an exclusive gig for consumers to attend. It just shows, when a company with a great product is able to partner with a platform that has a dedicated audience, we can ensure that the content we make is worth both watching and attending.”

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