The Challenge

In 2020, Boschendal Wines collaborated with businesswoman Carol Bouwer and African treasure Esther Mahlangu to unveil an exclusive collection of Carol Bouwer handbags, featuring custom Esther Mahlangu art. We were tasked with developing a strategy to launch the exclusive selection of handbags to the public, with a lockdown level 2 compliant event and promotional press.

The Idea

Our objective was to share the story of the collaboration and position Boschendal Wines as a curator of African art and heritage. Atmosphere proposed content relating to ‘passion investment’ - a division of wealth that encompasses art, wine and luxury items. We would then guide media interviews on the subject, using Carol Bouwer and Boschendal Wines’ Marketing Manager as spokes people.

The Solution

We drafted 2 media releases for the campaign; a pre-event media release and an educational piece on ‘Passion investing’ in art, luxury handbags and wine. Boschendal Wines would be credited as the premier wine sponsor for the event, promoting the brand’s philosophy. Atmosphere used the exclusivity of the collection as an opportunity to leverage media interviews. This, in addition to the educational content, allowed us to share the story with a broader pool of media, outside of the targeted fashion, wine and art space. The launch event was open to a select list of investors, clients and media, who were all briefed on Covid-19 safe practices.

The Results

In total, the campaign generated 13 pieces of top tier coverage with a total of 22 219 599 impressions. The coverage sentiment was 85% positive, and the key message penetration rate was at 100%.

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