The “Touraine Blanc Girls’ Night In” spa event for 100 readers of Elle magazine will take place at the Sanctuary spa, London, UK on 10 October 2006. As part of the female-targeted Loire Valley Whites campaign, the women will get treated to the full use of the spa facilities, in addition to a tasting of six Touraine Blanc wines.
The target-audience of women was reached through an advertorial in the September issue of Elle magazine, offering all female readers an evening at the revamped women-only Sanctuary spa in Covent Garden for just £20 per person. Elle magazine (circulation: 208,132) was selected as the ideal media partner, as the readership of the magazine corresponds with the right ABC1 bracket.
Mr Pierre Pichot, export manager at InterLoire, says:
“The aim of our campaign is to get female consumers to connect with Touraine Blanc wines on an emotional level, by positioning the wines as an integral part of a modern and chic lifestyle. Touraine Blanc wines are quintessentially fresh and elegant, which proves a perfect fit with the concept of pampering and relaxation.”
The Loire Valley Whites campaign also includes a competition with the Scottish lifestyle title i-on magazine (circulation: 15, 000), offering 35 women the chance to win a Touraine Blanc spa experience at a luxurious Edinburgh spa. This event takes place on 16 October 2006.
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