Wolf Blass takes a secret escape

Why settle when you can soar

Treasury Wine Estate’s (TWE) premium wine brand, Wolf Blass, has launched a new campaign – Why Settle When You Can Soar? – in partnership with luxury travel company Secret Escapes.

TWE has invested over £1m in what is the biggest Wolf Blass campaign in the UK to date, with in-store, PR, influencer and social media activity. Consumers can win a share of redeemable travel credit and prizes worth £1m.

The campaign runs until December 2021 and encourages consumers to engage with the brand, providing the chance to “not settle for anything short of extraordinary” by offering worldwide travel prizes.

It sees just under 900,000 bottles across the UK tagged with QR codes. Entrants scan the QR code to be in with the chance of winning instant prizes and credits. These include:

  • a luxury boutique hotel stay in L’Anse Aux Epines, Grenada
  • a Barbados stay at a beachfront hotel
  • a Kenya beach stay with safari
  • a trip to Sri Lanka and the Maldives
  • A winter Lapland wildlife break with optional igloo

In addition, there are five £250 vouchers available to win and redeem on the Secret Escapes site, and 40,000 winners will be given £25 vouchers to use on an escape of their choice. All entrants need to do is purchase their Wolf Blass wine of choice and scan the QR code on the tagged label.

Ben Blake, TWA’s Marketing Director, commented: “As the UK has been under lockdown and subject to numerous travel restrictions, we wanted to give Wolf Blass customers the chance to soar once again and to take part in new experiences.

“We’ve invested heavily in marketing support for Wolf Blass and plan to continue taking the brand from strength to strength, engaging in memorable activations that put experiences and exploration at the forefront of our consumer engagement strategy.”