Perspectives
Burning Questions with Nicky Gameau, Executive Director – Marketing and Communication, Yalumba
We talked to Nicky about the way Total News offers a connection to consumers beyond the daily breaking news.
What are the main advantages of being in Total News channels for a wine brand?
“The editorial and content pieces that we’ve been able to create bespoke with news has meant that people are getting to know us and getting to engage with us”.
With campaigns stretching over 3 years to change quality perceptions of Yalumba, Nicky has seen significant shifts in brand metrics through a news partnership that lives up to the great storytelling history of Yalumba and the wine industry. The deeper connection is formed by placing stories in the perfect lifestyle context, driving relevance and repetition.
And Nicky can see the benefit in reaching the whole demographic including younger consumers. Strong digital content, as well as premium print have helped educate and inform consumers who are looking to build their knowledge of wine.
Also in this series
Hear some red hot takes from agency leaders on the media landscape and how to deliver success for clients.
Burning Questions
Hear some red hot takes from agency leaders on the media landscape and how to deliver success for clients.
