Total investment on the Irish market by Santa Rita topped €1 million across direct and indirect marketing initiatives including a comprehensive outdoor, printed and digital advertising campaign as well as experiential marketing.
The brand also promoted itself via a series of collaborations with The Little Museum of Dublin and Bord Bia’s Bloom in the Park, plus a number of prime time TV sponsorship slots.
Santa Rita became the official sponsor of drama on RTÉ last year. Initial viewing numbers for the Santa Rita 120-sponsored second series of Striking Out (aired at peak viewing time on a Sunday night) indicate that almost half-a-million premium demographic viewers tuned in. Striking Out follows a successful Autumn Santa Rita 120 sponsorship of the new RTE drama series, Acceptable Risk. The wine brand also continued its partnership for the sixth season of Homeland.
“It’s important for Santa Rita to maintain brand awareness and continue to connect with its target audience,” commented Export Director for Santa Rita Estates Europe Terry Pennington, “RTÉ provides a successful and highly-effective platform from which to communicate directly with our customers. With these prime time TV sponsorships and the social media campaign we’ve been running with our brand ambassador Angela Scanlon, the net effect is that we’re actively driving shoppers to our retail partner stores to purchase Santa Rita 120.”
Santa Rita is distributed by C&C Gleeson/Gilbeys.