To launch “The Pale” rosé wine in South Florida, Shaw-Ross, an international wine and spirits importer, hired Pierson Grant Public Relations to generate awareness and sales.
Pierson Grant embarked on a five-month digital campaign to those interested in wine and in rosé.
The campaign covered the geographic areas of Miami, Fort Lauderdale, West Palm Beach and Fort Pierce through videos on Instagram and display banners targeting specific behaviors.
That campaign was so successful, Shaw-Ross extended the campaign for three additional months and expanding the reach to those interested in wine and in rosé in the Hamptons and New York City.
The Pale’s fabulous, innovative bottle evokes New York’s glamorous, early-to-mid-20th Century cocktail party scenes, the street-side cafes of London and Paris, with a spirit of reinvention and joie de vivre, Pierson Grant created branded social media content with a stylish, irreverent feel to appear to The Pale’s target market.
