Montana Wine, a Pernod Ricard product, has appointed The Hallway as its lead strategic agency, with a brief to build the wine’s profile in the Australian market.
The win tops off a good fortnight for The Hallway which last week celebrated picking up metal in Cannes for its work with travel firm Zuji, as well as being one of only two Aussie agencies shortlisted for a coveted Titanium & Integrated Lion.
The Hallway will now be responsible for developing a communications strategy across all channels.
Cate Sefton, marketing manager for a Montana at Pernod Ricard Australia, said: “Montana is a key brand in our portfolio. We are significantly increasing our investment over the next financial year to capitalise on recent profitable growth, and we need the right agency in place to ensure we meet our goals.
“We approached The Hallway following their successes on Jameson Irish Whiskey and Malibu. The work they have created for those brands demonstrates their abilities.”
Jules Hall, managing director of The Hallway, said: “The wine industry is notorious for taking a retail approach to their marketing, often at the expense of their brand. There is a lot of work to be done, but we are really excited about the potential for the brand.”
The first work created by The Hallway is a promotion worth $1 million supported by magazine, newspaper, radio, mobile, online and in-store activity.
