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CMO Perspectives: How Yalumba’s bespoke news media approach is helping the brand build consideration and engagement


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Cultural context is critical in how Yalumba tells its distinctive brand story and it is finding it through total news, says CMO, Nicky Gameau.

Being a wine brand of choice means becoming a lifestyle choice for consumers. Which is why Yalumba Executive Director of Marketing and Communication, Nicky Gameau, sees total news as such a key part of her marketing mix.

“What total news gives us is great diversity,” Gameau says. “It’s not just about being on the front page, or on the landing page. It’s also about what’s in the lifestyle section, what’s in the travel section. You get all these great, different opportunities to connect with your consumer or with your viewer, and they can really put your brand into their lives.”

The fact total news readers are actively absorbing such diverse content ensures Yalumba can weave its distinctive story with culture in an even more compelling way.


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Written news maintains staggering 97 per cent reach and delivers deep, frequent audience engagement.

Readership figures from Roy Morgan show written news reaches 97% (or 21.5M) of Australians aged 14+ each month.

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