Bird in Hand and Serpentine Galleries
Procuring and attention-grabbing summer season partnership for Bird in Hand.
Brief
As well as producing world class wines, Bird in Hand has a passion for art and design, which has a natural fit with the enjoyment of wine. Bright Light PR was tasked with building on this passion point and following a series of successful projects supporting UK fashion designers and the BFA 2017, the next natural step was to strengthen the brand’s relationship within the UK art world.
Bright Light PR researched several potential partnerships and in Spring 2018, it was announced that Bird in Hand will be the official wine partner for the Serpentine Galleries Summer season 2018.
Strategy
With an already well-established association with fashion design, and its famous Summer Party in association with Chanel and British Vogue, the Serpentine Galleries is the ideal collaborator for Bird in Hand. Bright Light negotiated a mutually beneficial partnership that would see the wines served at a series of events throughout the season, including the very exclusive, VIP Summer Party, on 19th June.
In addition to the wines being served at the event, Bright Light negotiated a subtle brand presence at this invitation-only event, generating exposure for the brand among art lovers and the A List fashion crowd. Bird in Hand invited model, designer and author Alexa Chung to join its team and founder Andrew Nugent at the Summer Party, where she took over the brand’s Instagram account and shared her evening with her 3 million followers. Bright Light worked closely with Alexa to support her in this activity.
Results
On the night, we also carefully curated key photography of the products and VIPs enjoying the wine, which offered a bank of images for the Bird in Hand team to use on the brand’s website and on social channels across its key markets including Australia, the UK and the US. In addition to a pre-event release, we also distributed a post-event release with approved photography to key media contacts.
Alexa Chung posted and tagged Bird in Hand in a series of Instagram posts and Instagram stories to her 3 million followers. The event photography featured in several national media and the activity drove social buzz for Bird in Hand.
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