Château Malartic-Lagravière:
From strategy report to the silver screen
Problem
The Bonnie family bought Château Malartic-Lagravière, a Grand Cru Classé de Graves in Pessac-Léognan, in 1997, and spent the next two decades building a winery to be proud of. The family wanted to grow, and before their global efforts began, they knew they needed the strategic to reach the right people in the right places.
Background
Visitors have always been central to Malartic. The Bonnies live at the château, host guests through the year and travel the world to pour their wines. In early 2020 the pandemic stopped all of it: no visits, no trips, no tastings or wine dinners. Malartic needed a way to reach wine lovers who could no longer come to Bordeaux.
Solution
Work commenced with a full multi-market strategy report, including customer personas and messaging standards. From there, we created Le Grand Voyage: 36 short YouTube episodes on the history and stories of Bordeaux, written and presented by wine TV personality Joe Fattorini. Around it we ran social campaigns in several languages, a landing page and email lead generation. In four weeks, Le Grand Voyage brought in almost 9,000 new qualified leads in the US and UK.
One (cursed) movie, 36 YouTube videos and a cookbook in two languages
Malartic’s work began with a strategy report and the brand messaging that came out of it, and everything after was built on those two documents. When the pandemic stopped visits, they became Le Grand Voyage, made with Robert Joseph and presented by Joe Fattorini. Later the family called us back for a cookbook, and again when its wines appeared in Death on the Nile.
Project details
Client
Château Malartic-Lagravière
Region
Services
Email marketing for wineries, Winery marketing, Wine marketing strategy and growth, Winery advertising
Website