AFFW Brand Sponsorship
Our Client:
Australia's First Families of WineOur Project:
Securing Wine Sponsorship at the Melbourne Food and Wine Festival
Our Assignment:
Australia’s First Families of Wine are a longstanding client of FireWorks PR. They are a collective of Australia’s oldest family owned wineries and include iconic names such as Henschke, Yalumba and Tyrrell’s amongst nine others. FireWorks is the coal face for AFFW and is the secretariat as well as the event and publicity specialists.
Since launching in 2009, FireWorks has worked to build the profile of the collective to trade and wine media as a recognisable and respected group. Having achieved this objective, AFFW – with FireWorks’ expertise – is moving into a second phase of consumer engagement and profiling to build the quality marque of the AFFW logo.
In March 2017, FireWorks PR engaged with the Melbourne Food and Wine Festival and co-ordinated the sponsorship of marquee events throughout the festival. These included wine sponsorship and pairings for MasterClass sessions; providing matched wines for the Gala Dinner to celebrate 25 years of the Festival; pre-event tastings with festival staff and provision of wines for the VIP marquee over the MasterClass weekend.
Our Success:
AFFW wines matched to dishes created by chefs listed in the World’s Top 50 at MasterClass.
Strong branding presence at all events.
Increased brand exposure in MasterClass sessions.
Public retail wine bar exclusively selling AFFW wines.
Increase in social media followings due to EDM’s and online competitions via Instagram & Facebook.
Activation opportunity granting public the opportunity to ‘Meet the Maker’ in between sessions.
Strong presence at Gala Dinner with all wines matched to iconic Melbourne dishes.
AFFW hosted a MasterClass tasting in collaboration with Wine Australia for the Top 50 Sommeliers of the World as part of World’s 50 Best promotion.
