Dan Murphy’s has launched an integrated marketing campaign to promote its Australia’s Local Heroes push. Throughout the month of May for Aussie Wine Month, Dan Murphy’s has partnered with Wine Australia to highlight and pay tribute to the ‘Local Heroes’ of winemaking, distilleries and breweries.
The multifaceted campaign includes state specific ‘Locals Heroes’ tastings, localised Aussie Wine Month Buyer’s Guides, and a national TVC.
Dan Murphy’s head of marketing, Yolanda Uys, said: “By partnering with Wine Australia and launching our Local Heroes campaign, we hope to reach a wide demographic of wine enthusiasts and proud Australians, and further expose them to Australia’s exciting local drinks industry”.
The TVC features South Australian Local Hero, Corrina Wright, and aims to celebrate Local Heroes and create awareness around the Buyer’s Guide. The TVC launched nationwide on May 8 on Channel 7 and Foxtel’s Lifestyle Group channels.
Throughout the month, Dan Murphy’s will host instore displays and tastings across Australia, with more than 3400 local Australian wines available across Dan Murphy’s stores nationally.
The instore promotions will be complemented with a Buyer’s Guide devoted to the stories and products of ‘Local Heroes’ from some of Australian drink regions.
There are four different cover images to represent several states’ wine regions featuring the following winemakers: Vanya Cullen of Cullen Wines in the Margaret River, Western Australia; David Morris of Morris Wine of Rutherglen, Victoria; Iain Riggs of Brokenwood Wines in the Hunter Valley, NSW; and Corrina Wright of Yarnbomb in McLaren Vale, South Australia.
The Buyer’s Guide also features a top 10 list of drinks trends, highlighted new products, and an introduction to the new Connections program.
