Wine Cellars Less Ordinary

The Client

British-based Spiral Cellars is world renowned for the design and installation of premium wine cellars and rooms into luxury homes. With more than 35 years’ experience in creating wine storage that is in tune with opulent design schemes, the look and feel of all marketing materials for the company was paramount. In a niche industry where buyers demand the best, first impressions really count. Spiral Cellars initially contacted Cool Blue 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, as well as effectively communicate core messages to target audiences through
a variety of print and digital media.

Print Magazine

It was immediately apparent that Spiral Cellars’ 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, this audience was likely to invest in other luxury domestic areas, including swimming pools, media rooms and gyms. We used this information to attract contributions from relevant lifestyle experts and celebrities for the publication, as well as to 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.

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 Design

Website Design

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, we understand that SEO is vital for securing brand awareness with potential customers. We worked with the client to develop a list of search terms that enabled our skilled copywriters created search-friendly, engaging content to be used across the website. By including a blog in our website design, we provided a space to host timely, relevant and search optimised content on an on-going basis.

Email Marketing

We crafted an eye-catching and elegant email template by drawing inspiration from 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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