Sugar and Penfolds at 10,000 metres

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An enticing opportunity to taste Penfolds finest wine at 35,000 feet was the premise of Sugar & Partners’ Cellar Door Flight campaign, launched in September for long-term client partner South Australia Tourism Commission.

“This was highly successful in a number of areas – namely; the thousands of consumers who entered the competition component, great involvement by co-op trade partners, and seats expected to sell out on the flight itself – taking off on the 26th of October,” said Sugar management partner Jeremy Johnston.

“Using a broad spectrum of media, from TV to a comprehensive social & digital media programme, this campaign also generated a significant increase in website visitation.”


Client: South Australian Tourism Commission
Regional Manager, New Zealand: Stacey Kerr
Agency: Sugar and Partners
Managing Partner: Jeremy Johnston
Account Director: Louise Hartstone
Creative Director: Dave Nash
Creative Director: Damon O’Leary
Senior Strategic Planner: Thinza Mon
Designer: Gary Butcher
Art Director: Vikki Cheng
Copy Writer: Begoña Mas Guerrero
Digital Producer: Jenna Rose Davidson
Media agency: MBM
Group Business Director: Will Tran
Senior Digital Planner/Buyer: Sahri Armstrong
Search & Performance Media Specialist: Tommy Crean
TV Buyer: Briana Eggleton
Production company: Kontent
Executive Producer/Director: Simon Mark-Brown
DOP/Editor: Bertrand Remaut

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