MEDIACOM & CLOUDY BAY LAUNCH SECOND INSTALMENT OF SECRET SESSIONS
Secret Sessions launches in Sydney to heighten awareness of Cloudy Bay amongst young consumers through their love of nature, food, travel and music| November 24th, 2016
After a highly successful launch in Melbourne in September, MediaCom & Cloudy Bay in partnership with Parlour Gigs welcomed young Sydney-siders into the luxurious world of Secret Sessions; exclusive, premium and intimate live music events featuring Australia’s best up and coming talent playing in beautiful and natural settings.
Hosted in an exclusive location in Elizabeth Bay, guests were greeted with Cloudy Bay Sauvignon Blanc and freshly shucked oysters before they were treated to a luxe outdoor picnic to relax and indulge in the sweet sounds of Woodes. The artist performed an intimate set preluding each song with personal stories of their meaning creating much more than just music for her audience. This became a rare and inside experience against the stunning and iconic backdrop of Sydney Harbour.
Challenged with reinvigorating Cloudy Bay to reposition their brand with younger generations, MediaCom’s content division, MediaCom Beyond Advertising (MBA) created a second live music session in Sydney headlined by Woodes, a talented singer, producer and songwriter on the rise. A dreamy and alluring film captured the Sydney based event showing an audience deeply captivated by an artist all the while enjoying Cloudy Bay and creating moments to be savoured and remembered.
Iconic New Zealand wine brand Cloudy Bay, is the first brand to partner with Parlour Gigs, an emerging and innovative online platform that brings music to Aussie homes by connecting people directly with local musicians.
Michelle Lush, brand manager Australia, Cloudy Bay said, “Cloudy Bay partnered with Parlour Gigs to create unique events where consumers could enjoy Cloudy Bay wines while listening to up and coming musicians in beautiful natural settings. To grow brand awareness and expand reach beyond the events, the essence of Cloudy Bay Secret Sessions was captured on film so it could be shared via social media. We had such great success in Melbourne that it was only fair to bring the excitement to Sydney.”
Nina Nguyen, head of MediaCom Beyond Advertising, Sydney added “MediaCom and MBA provided Cloudy Bay with a content strategy to take their brand in a new direction by using social media. Using music as a passion point to communicate to our younger consumers it enabled us to drive relevance of the brand to have them part of the conversation.
Without the amazing talent of Woodes, we wouldn’t have had such an exclusive gig for consumers to attend. It just shows, when a company with a great product is able to partner with a platform that has a dedicated audience, we can ensure that the content we make is worth both watching and attending.”
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