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Vincor Canada

The Client

Vincor International Inc. is North America's  fourth largest producer and marketer of wines and related products by volume with leading brands in all segments of the market. Vincor has wineries in California, Washington State, British Columbia, Ontario, Quebec and New Brunswick.

The Challenge

Vincor Canada, one of the largest distributors of spirits in Canada, charged Siren with all public relations surrounding the visit of Margrit Mondavi, widow of Robert Mondavi, to Toronto.  In addition to one-on-one interviews, Vincor wished to publicize the largest public wine tasting event ever to take place in Canada, in a custom-built pavilion in Nathan Phillips Square (at Toronto City Hall). 

Siren’s challenge was to interest media in the story of Mrs. Mondavi, as a way to promote the Robert Mondavi brand.  We also had to attract a very high calibre guest list of over 50 influencers and media to attend the opening media preview in her honour, and attract both print and broadcast media to cover the event.

The Solution

Siren pitched The Globe and Mail editor, Craig Offman, to assign a writer to the story. The result was a full page profile piece in The Globe and Mail, on the front page of the Focus section.  We simultaneously developed a highly curated guest list, created an interesting invitation and personally invited all guests to attend the opening of the pavilion. The resulting event was covered by all evening news casts, dailies and was featured in numerous glossy magazines. 

The Results

•1.8 million media impressions across Ontario and Canada
• $356,000 in measured media value
• Features secured in 18 national outlets including Canada AM (CTV), Hello! Canada, The Globe and Mail, National Post & Toronto Star