MediaCom And Cloudy Bay Launch Secret Sessions

Rocket K
SHARE
THIS



MediaCom and Cloudy Bay in partnership with Parlour Gigs welcomed young Aussies into the mysterious and luxurious world of Secret Sessions; exclusive, premium and intimate live music events featuring Australia’s best up and coming musicians playing in Australia’s most beautiful natural settings.

Iconic New Zealand wine brand Cloudy Bay, is the first brand to partner with Parlour Gigs, an emerging and innovative online platform that brings music to Aussie homes by connecting people directly with local musicians.

Challenged with reinvigorating Cloudy Bay to reposition the brand with younger generations, MediaCom’s content division, MediaCom Beyond Advertising created stunning live music sessions in some of Australia’s most gorgeous natural settings. The first Cloudy Bay Secret Session headlined by Fractures was held inside the magical and mesmerising Great Hall of Montsalvat located on the outskirts of Melbourne.

A dreamy and alluring film captures the audience enjoying Cloudy Bay wine while completely captivated by an artist deeply involved in their craft. Cloudy Bay wanted to build awareness and relevance amongst younger Aussies by connecting with them through the passion points in their life, nature, food, travel & music.

Michelle Lush, Cloudy Bay brand manager Australia, said, “Cloudy Bay partnered with Parlour Gigs to create unique events where consumers could enjoy Cloudy Bay wines while listening to up and coming musicians in beautiful natural settings. To grow brand awareness and expand reach beyond the events, the essence of Cloudy Bay Secret Sessions was captured on film so it could be shared via social media.”

Nina Nguyen, Head of MediaCom Beyond Advertising, Sydney said, “MediaCom and MBA provided Cloudy Bay with a strategy to take their brand in a new direction by using social media in a way they had never done before. By doing so, it allowed Cloudy Bay to partner with new media differently in order to increase the brands relevance amongst younger consumers.

“Without the amazing talent of the Fractures, we wouldn’t have had such an exclusive gig for consumers to attend. It just shows, when a company with a great product is able to partner with a platform that has a dedicated audience, we can ensure that the content we make is worth both watching and attending.”

 

Please login with linkedin to comment

agency

Latest News

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
  • Marketing

Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping

After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]

Visit Sunshine Coast Hires New Head Of Marketing
  • Marketing

Visit Sunshine Coast Hires New Head Of Marketing

Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
  • Campaigns

GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform

GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]

JCDecaux Announces New Partnership With Bush Heritage Australia
  • Media

JCDecaux Announces New Partnership With Bush Heritage Australia

JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
  • Media

Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR

Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]

Business and technology concept.
  • Partner Content

Make Your CX Stand Out From The Competition

It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.

Partner Content

by B&T Magazine

B&T Magazine
Why The Future of Work Is Hybrid
  • Opinion

Why The Future of Work Is Hybrid

This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
  • Advertising
  • Marketing

Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance

In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]

UK Based BankiFi Expands To Australia
  • Marketing

UK Based BankiFi Expands To Australia

Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]

5 Gum Announces New Twitch Partnership
  • Media

5 Gum Announces New Twitch Partnership

Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]