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Isla Negra launches 'Inspired by the Coast'

Published:  02 June, 2011

Conch y Toro UK has launched a social media campaign for its brand Isla Negra called "Inspired by the Coast" that aims to tap into the current popularity of UK coastal holidays.

Consumers will be invited to upload inspiring images of the British coastline onto an interactive map, which will allow the user to take a virtual journey.

Users will then be able to vote for a winner in six regional heats, with the winning crowd-sourced image featuring on limited edition labels.

The social media campaign is accompanied by a consumer PR push and sampling from a branded Airstream caravan at summer coastal events, which launched at the St Ives Food & Drink Festival last week and will visit the Pembrokeshire Fish Festival and Whitstable Oyster Festival.

Consumers will be encouraged to try the wines whilst experiencing some of the most beautiful sea views the UK has to offer. They will also be able to directly upload their images to the map and browse the content.

Isla Negra Brand Manager Nicola Hale says; "By launching this innovative multi-platform campaign we're able to tell the Isla Negra brand story and engage with new and existing consumers."

CyT UK, is making significant investment in wine brand Isla Negra in 2011 to help retain its market position.

To further support the activity, neckcollars will appear on 1 million bottles featuring a giveaway of 100 UK Coastal Cottage Holidays worth £1,000 each.

The social media campaign will utilise Facebook, Twitter and a specially created branded app, as well as on-pack support and consumer sampling, which aims to reach millions of consumers.