The Great South African Wine Trail

Wines of South Africa’s unique positioning on its approach to bio-diversity and ecology was brought to life over 2 years by our award-winning big, green, carbon-neutral bus taking South Africa’s vines, wines and flora nationwide.

In 2009 CUBE was asked to devise a PR solution that would allow WOSA to talk to both the press and consumers about what makes South Africa unique, and to allow a real conversation, face-to-face. Our solution was a national tour taking in nine cities in two weeks including Edinburgh, Leeds, Bristol, Plymouth and London. This approach won Drinks Business Consumer Campaign of the Year.

Building on this success, we adapted the schedule for 2010 to target consumers in vast numbers, selecting popular established events throughout the summer.

With a resident winemaker and a great team of brand ambassadors on hand to give each event some sparkle, the bus acted as the perfect opportunity to shout about WOSA's environmental stance and the ‘diversity is in our nature’ positioning.

The results
• 10 radio interviews reaching an audience of 13.2 million
• South African wine features on Sky News and CNBC with a reach of 6 million
• 10 interviews with leading UK wine press
• 4,500 consumers sampled
• 1,280 miles traveled
• 40 pieces of online coverage
• 18 pieces of print media coverage