The agency confirmed that although the retainer was won earlier, the actual contract was signed in July. The agency kicked off an exclusive gala dinner PR event on the Great Wall in Beijing during May, with a global wine auction leader.
Part of the Ruder Finn’s one-year retainer duties include media relations across China, developing the brand positioning and overall strategic consulting for its PR events, with the initial focus in tier one cities, in order to enhance their brand awareness in the mainland and boost sales.
The agency’s spokewoman added that wine tasting PR events for targeted media journalists, wine critics and bloggers are also key to introducing the brands to affluent consumers in China and the younger generations of newly rich.
Paul Pontallier, GM of Château Margaux, said, “China is the world’s fastest ever growing wine market and will soon become a leading connoisseur of fine wines. Consequently, we aim to position Château Margaux in China as it is positioned elsewhere in the world - at the very top.”
For more local breaking news from China, Hong Kong, Taiwan and Macau, go to en.campaignchina.com.
