Objectives

Babylonstoren is one of the oldest South African Cape Dutch farms, set at the foothills of the Franschhoek wine valley.

Every aspect of Babylonstoren – including the contemporary Farm Hotel & Spa, the Farm Shop and Farm to Fork Restaurants – is led by the ever-changing tapestry and botanical diversity of it’s unique  garden.

As part of its wine portfolio, Babylonstoren wanted to launch its 2022 vintage of mourvèdre rosé into the UK.

We needed a fully integrated campaign to drive brand awareness, consideration and trial of the wine throughout the summer of 2022.

Solution

We created a partnership with RHS to become the Official Rosé of the RHS Chelsea Flower Show 2022.

Leveraging this as our campaign anchor, allowed us to build a multi-channel, creative and media program, digitally focused, targeting our priority audience segments across online, print, audio, and in-person.

Our creative focus was to play on the fact many people consider the RHS Chelsea Flower Show to be their official start to summer. ‘Hello Summer’, become our campaign mantra.

Samples

20,000

Targeted consumer reach

+20 million

Total e-commerce sales

25%

Show visitors

160,000

RHS CHELSEA FLOWER SHOW 2022

During show week, Babylonstoren had a 10/10m brand marquee opposite the Queens Jubilee show garden at the heart of the show.

Throughout the show, 20,000 visitors were personally welcomed onto the stand and invited to the bar for a premium tasting experience with one of eight brand ambassadors. Each tasting lasting 5-10 minutes.

All flora and fauna was South African and designed to be representative of Babylonsotren’s RHS accredited gardens.

“I love the proteas’! best planting of the whole show” 2022 Guest

PERFORMANCE MARKETING

Throughout the summer, a performance marketing campaign was continually optimised for: Google Shopping, Google Adwords, Instagram and Facebook.

A mixture of static and short format videos has been used to ensure optimal ROAS across all creative.

Campaign ROAS x3.8.

DIRECT DIGITAL

The campaign at Chelsea Flower Show resulted in an 33% increase of targeted, engaged consumers to the Babylonstoren D2C database.

A content marketing campaign was designed to ensure ongoing engagement throughout the summer from the brand and ensured we highlighted the rosé qualities during adhoc heat spikes as the perfect hot weather accompaniment.

DIGITAL CONTENT PARTNERSHIPS

By partnering with The Handbook & Sheerluxe throughout the summer, we were able to create targeted editorial, email, and newsletter broadcasts to their combined 1m+ audience.

DIGITAL AMBASSADORS

5 digitally focused brand ambassadors were commissioned to engage with the brand, visit the show and create a series of content covering, food, wine and lifestyle.

Total reach +170,000.

TRADE PARTNERSHIPS

Working with the trade association Wines of South Africa, we were able to create a series of trade-focused communications as well as entertain 15 VIP trade guests during the show.

Grand Central have a great understanding of the Show and how it operates and are able to deliver for their clients.  Grand Central are both great to work with and their attention to detail is first class. The activations were brilliant and added real value to show visitors.

Head of Partnerships – RHS

Share

How can we help?

Tell us about your project, brief or requirements. We can work with you to help define objectives, outputs, results and metrics if required.

GET IN TOUCH HERE