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A joint advertising and PR project for assigned winery, Beaulieu Vineyards in Napa Valley, California.

A team of 6 international students prepared a complete advertising campaign for the winery on how to effectively target a millennial demographic through a strategic partnership with The Bachelor franchise. We were tasked with creating the creative, strategy and media brief for the project, and developed field marketing tactics, print ads, social strategies and filmed a commercial for the client. We re-targeted the audience, shifting away from the traditional demographic towards millennials, and as a result re-designed a younger, sexier brand for the wine.

The idea was pitched to our class, professor, as well as a number of winery marketing practitioners. Our presentation comprised entirely of a spoofed episode of The Bachelor, which we filmed so as to present the various aspects of our project in a parody episode of The Bachelor.