Wine Cellars Less Ordinary

The Client

British-based Spiral Cellars is world renowned for the creation of beautiful, premium wine cellars and wine rooms. With more than 35 years’ experience in the development of cellars and rooms that are perfectly in tune with the opulent surroundings in which they’re installed, the look and feel of all marketing materials for the company was paramount. In a relatively niche industry with buyers who demand the best, first impressions really count. Spiral Cellars initially contacted us to update its seasonal magazine, which then led to our involvement in the design and development of multiple marketing materials.

The Brief

Update the look and feel of the brand to convey the quality and excellence of the product and effectively communicate core messages to the target audience through a variety of print and digital media.

Print Magazine

When approached by Spiral Cellars it was immediately clear that its seasonal magazine, Cellar Life, didn’t do justice to the quality and craftsmanship of its unique product and service. The style of the publication didn’t appeal to the target audience.

We worked with Spiral Cellars to research and understand its audience, delving into the demographic, gender and lifestyle choices of its typical customer base. This allowed us to make informed decisions about the articles, editorials and adverts that should feature in the publication.

Research suggested that the audience was predominately high earning male professionals, usually with more than one home and with high likelihood to purchase other luxury items for their homes including swimming pools, media rooms and gyms. We used this information to attract contributions from relevant lifestyle experts and celebrities for the publication and inform our decision around companies to approach for advertising space.

We also developed a mobile version of the magazine – the lifestyles of the target market suggested that the ability to read on the go and share details with their peers quickly and easily would be beneficial. For Spiral Cellars this led to an increase in circulation and brand recognition within its target market.

Website

Website

After the redesign of the seasonal publication it was clear to the Spiral Cellars team that they wanted this updated style translated across all marketing materials both online and offline. We developed a new website, simple in style with a focus on beautiful images of the wine rooms and cellars – providing instant inspiration for any potential buyers entering the site.

SEO

Within a niche market it was clear that SEO would prove vital for gaining good search results ultimately raising awareness of the brand with potential customers. We worked with the client to develop a list of terms to rank for and our team of skilled copywriters created search-friendly, engaging content to be used across the website. The blog provides a great tool to create timely, relevant and search engine optimised content on an on-going basis.

Email Marketing

We developed an eye-catching and elegant email template by drawing on the luxurious designs we had developed for the brand’s website and seasonal publication. Emails combined product news, industry insights and lifestyle content to encourage higher open and click through rates. Templates created were mobile responsive and inbox tested prior to launch.

Advertising

The refreshed look and feel was then pushed out to direct mail postcards following a customer enquiry. Press and magazine adverts were also created for trade and consumer publications.

Results

20%

increase in website traffic

14,000

eyeballs reached through first edition of Cellar Life

50%

increase in sales enquiries

CIPR Logo

Award-winning campaign

External Publication
CIPR PRide Awards

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