Concha y Toro take Diablo on tour
10th July, 2014 by Neal Baker
Casillero del Diablo has announced the launch of a tour bus campaign to promote the brand in the UK.
The campaign – the Casillero del Diablo Wine Legend Tour – will see a branded double decker bus tour the country, creating an “immersive pop-up brand experience for consumers” according to a company statement.
Kicking off on July 10th, the Casillero del Diablo Wine Legend Tour will bring the brand to consumers through targeted sampling activity in UK cities, at festivals and at supermarket retailers, in an effort to boost the profile of Casillero del Diablo and its wine portfolio.
The campaign is expected to reach more than one million consumers.
The tour will be supported by a ramping-up of the company’s PR campaign and social media activity, as well as increased TV advertising and activity focussed around Halloween to tie in with the branding.
CYT Assistant Brand Manager, Sophie Johnson, said: “We’re extremely excited to be taking Casillero del Diablo out on the road, putting it directly into the hands of consumers and are passionate about offering consumers a great Casillero del Diablo brand experience.”