Wine brand Wolf Blass unveils new £1m campaign with luxury travel prizes

Treasury Wine Estate's (TWE) premium wine brand Wolf Blass has launched its new in partnership with luxury travel deals company Secret Escapes.

TWE has invested over £1 million in ‘Why Settle When You Can Soar?’, Wolf Blass' biggest campaign in the UK. The campaign is supported across ATL, in store, PR, influencers and social media, and consumers have the opportunity to win redeemable travel credit and prizes worth £1m.

Launching on 1 October, the campaign will run until 31 December, offering once-in-a-lifetime travel prizes worldwide.

The partnership with Secret Escapes sees just under 900,000 bottles across the UK and Northern Ireland tagged with prize-winning QR codes. Entrants will have to scan the QR code on the tagged wine bottles to be in with the chance of winning instant prizes and credits. Prizes include:

• Luxury boutique hotel stay in L'Anse Aux Epines, Grenada, Caribbean
• Barbados stay at a dreamy beachfront hotel
• Luxurious Kenya beach stay with safari
• Sri Lanka and Maldives in style
• Winter Lapland wildlife break with optional igloo

In addition, there are five £250 vouchers available to win and redeem on the Secret Escapes site, and 40,000 winners will be given £25 vouchers to use on an escape of their choice (minimum £125 spend to redeem). All entrants need to do is purchase their Wolf Blass wine of choice and scan the QR code on the tagged label.

"As the UK has been under lockdown and subject to numerous travel restrictions, we wanted to give Wolf Blass customers the chance to soar once again and to take part in new experiences,” Ben Blake, Marketing Director Treasury Wine Estates EMEA, said.

“We've invested heavily in marketing support for Wolf Blass and plan to continue taking the brand from strength to strength, engaging in memorable activations that put experiences and exploration at the forefront of our consumer engagement strategy."