Burgundy wines are investing a third more in the UK market in 2007 and expanding their advertising campaign into outdoor. Posters on tip-ups will feature in 1,400 central London black cabs (zones 1 & 2) from 8 October to the end of December, reaching just over 5 million cab passengers. This follows very positive consumer post-test findings of the Burgundy, The Home Of Chardonnay/ Pinot Noir campaign at the end of last year*. The taxi advertising will coincide with the press campaign in quality weekend and leisure magazines reaching 79% of the Burgundy target audience at 5.9 OTS and a total of nearly 2 million consumers.
The campaign promotes three key messages: that Burgundy is the home of Chardonnay and Pinot Noir; that the wines are of very good quality and are the result of a long-standing and unique level of expertise in the region; and that they include a lot of already familiar names.
“Tip-ups are a highly effective means of communicating our key messages,” explains Nelly Blau-Picard, of the BIVB, the marketing board for Burgundy wines. “The advantage of this type of advertising is the proximity of the ad to consumers and the extended time available for them to see it. The average journey time in a London black taxi is 15-20 minutes and 60% of passengers are ABC1 adults, generally travelling alone or in pairs. The use of taxi posters is an innovative advertising route for Burgundy Wines and has captured the imagination of the producers in the region, making them feel really part of the London landscape.”
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