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Vinopolis Case StudyVinopolis is major London visitor attraction situated on the southbank of the River Thames. uc4 were approached to pitch for a new advertising campaign to promote the interactive visitor attraction and corporate venue. Following an open pitch against major London advertising agencies (including Saatchi & Saatchi) uc4 were successful and awarded the contract worth well into 6 figures. Requirements The first task was to design and develop a new advertising strategy for the Vinopolis brand that would encourage more visitors to the attraction, this involved:
To coincide with the underground campaign uc4 provided Vinopolis with a number of complementary marketing and advertising services including:
Solutions Underground Campaign Vinopolis required an advertising strategy that would increase the numbers of visitors to their wine tasting visitor attraction. uc4 identified that to achieve this Vinopolis needed to reach out to a wider audience, beyond the wine connoisseur, as this was limited market - they had to reach out to the man in the street to achieve the results they required. uc4 came up with witty and amusing advertising strategy designed to overcome the social stereotypes associated with drinking wine and to communicate with the everyday working person. The campaign involved black and white pictures from the 1920's, 30's and 40's of ordinary working people drinking wine (pictured in colour) - each image was accompanied by a strapline that was intended to bring a smile to the face and reinforce the sentiment that wine drinking is for everyone. The campaign was rolled out for 12 months in all major tube stations (Oxford Circus etc). The posters were presented in series to reinforce the message. The campaign produced results beyond expectations and Vinopolis received hundreds of letters from the general public complementing the campaign and it was shortlisted for several industry awards.
Magazine advertising & Direct marketing The underground campaign was supported by magazine advertising and direct marketing strategies designed and project managed by uc4. There were two distinct campaigns that addressed different markets, the first targeted potential visitors to the wine tasting attraction and the second promoted the renowned corporate hospitality venue at Vinopolis. The services provided included:
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