Straplined Inspired by the Coast, the campaign will ask consumers to share their own inspirational coastal spots via Facebook, Twitter and a new branded phone app – backed by on-pack support and a consumer sampling campaign that is expected to reach millions of consumers this summer.
Consumers will be asked to upload inspiring images of the British coastline onto an interactive map, which will allow users to take a “virtual journey” along the British coast. They can then vote for a winner in six regional heats, with the winning image featuring on limited edition labels.
One million bottles of Isla Negra will feature a neck collar giveaway of 100 UK coastal cottage holidays worth £1,000 each.
CYT said the campaign was a “significant investment” in Isla Negra to help it maintain its position as the leading Chilean wine brand in the UK, according to Nielsen.
The campaign is being backed by a consumer PR push for which Isla Negra will attend events including the St Ives Food & Drink Festival, the Pembrokeshire Fish Festival and the Whitstable Oyster Festival.
Brand manager Nicola Hale said: “By launching this innovative multi-platform campaign we’re able to tell the Isla Negra brand story and engage with new and existing consumers.”