Providing a taste of the Riviera with NOW TV and, well, Riviera
With the days getting shorter, darker and colder it only felt fitting to celebrate season three of hit show Riviera coming to NOW TV in a way that would truly warm the soul… with wine.
Famed for its luxurious settings and indulgence, season three sees Georgina spreading her wings with storylines set in Saint-Tropez, Venice and Argentina. We partnered with the UK Sommelier Association to select six wines, all inspired by the drama of each episode and the locations where Riviera was filmed, to send to media ahead of TX. After all, there’s nothing better than feeling like you’re escaping to glamorous locations with an expertly selected Argentine Malbec when it’s a grey, wet, wintery Britain outside.
We identified key journalists to receive a bespoke wine crates across a range of top tier national and consumer titles – all with the aim of driving awareness of the new series coming to NOW TV, generate social chatter amongst media, drive editorial coverage and boy, did it work.
The results reflected what we thought we already knew – a good glass of wine is the way to many hearts. We saw 83% of our targeted journalists write about the show, including 10 social posts and 5 editorial pieces, appearing in print in the Daily Star and OK!, as well as online on Metro and Daily Express.
Just as we expected – who doesn’t love a tipple? (Enjoyed responsibly, of course).
