At the start of the communications program in 2008, Marchesi de’ Frescobaldi—one of Italy’s oldest and most famous wineries—was facing a weakening U.S. market in recession, and increased competition from younger, more contemporary wineries and winemakers. Colangelo & Partners was tasked to contemporize the Frescobaldi brand and make their story relevant for the current generation of wine drinkers in the U.S.
Colangelo & Partners developed and executed a strategic integrated communications plan including media relations, promotions, product launches, and most recently, social media. To achieve their objectives, Colangelo & Partners positioned Frescobaldi as a progressive 700-year old wine company that doesn’t rest on its laurels but continues to innovate in the vineyards to produce world-class wines.
- Increase from 80 million impressions in the 1st year of the program (2009) to 141 million in 2012, with 192 + clips
- Substantially increased brand awareness for the Marchesi de’ Frescobaldi portfolio in the US over a program project of 8+years
- Successfully launched new products and program initiatives to key industry figures
- Secured coverage of the Gorgona project in major international news outlets including the NYTimes, NPR and The Economist.