Storytelling Video Content and Strategic Partnerships Create Campaign Framework
GEYSERVILLE, CA (July 10, 2017) – The Family Coppola announces a major consumer marketing campaign that will be anchored to digital content. This marketing investment marks a strategic shift for The Family Coppola with content aimed at targeting audiences through a variety of digital platforms.
“The Coppola wines have always been a category leader, and now with the merging of digital and physical experiences, it’s time to invest in new marketing strategies,” says Jennifer Leitman, The Family Coppola’s Senior Vice President of Marketing. “We’re known for creativity, being a step ahead of the competition in terms of innovative products, and a unique point of view. This is a natural – and exciting – evolution for us.”
The Family Coppola campaign will push much further into digital space, and will also create on-location experiences in top markets which is a noticeable departure from the way most wineries advertise, i.e., through traditional media tactics. The Coppola wine business is known for Francis Coppola’s creativity, storytelling, and innovative approach, so the marketing campaign will consist of entertaining and imaginative content, an adventurous theme, exclusive festival partners, and a branded film – all heavily centered around digital buys to support a successful execution. “We’re a wine company and so much more,” says Leitman. “We’re for foodies, travel enthusiasts, and film buffs. Attaching our brand to shareable experiences and content that is fun, relatable, unpretentious, and entertaining is key. In the end, most consumers want you to entertain them and engage them where they live which is online and with their friends. If we’re not doing that, we’re not going to stand out in the increasingly competitive crowd.”
An anchor of the campaign is a short film contest hosted by the winery, the winner of which will premiere at the winery’s private venue during the 2018 Sundance Film Festival. In addition, the winery is creating a branded film intended to reflect the spirit of adventure and fresh thinking that’s at the center of The Family Coppola brand. The film is being spearheaded by accomplished filmmaker and entrepreneur Roman Coppola who will have the resources of his production company, The Directors Bureau. The film is being shot in Italy and directed by Brazilian director Rodrigo Saavedra, known for his artistic approach to brands such as Corona, Chivas, and Volkswagen among many others.
The winery has secured mainstream and niche partnerships that will resonate with a cross section of generations, from millennials to baby boomers. Thrillist, Gothamist, Time Out, and Pandora are just a few of the campaign’s media partners that will present events in major U.S. markets, while custom activations will be components on the festival circuit with partners like BottleRock, the Newport Folk Festival, and the Junk Gypsies. Film industry collaborations, such as those with the Sundance Film Festival and the Academy of Motion Picture Arts and Sciences, offer an expanded network of potential consumers and added brand awareness.
The overall marketing campaign will continue to be supplemented by the winery’s internal content studio that produces video content for everything related to The Family Coppola – whether it’s a wine pairing video or an interview with a Hollywood stuntman. While the winemakers take their wine production very seriously, and can be meticulous in describing the nuances of a particular vintage, varietal, or blend, the marketing team’s approach to presentation more closely resembles that of Francis Coppola himself. As Leitman says, “We’re storytellers and now we’re telling the Coppola story to a larger audience and entertaining them across all technological platforms.”
To join The Family Coppola’s adventure, visit www.DiamondAdventure.com or follow on Facebook, Instagram or Twitter, @coppolawine, using #DiamondAdventure and #CoppolaWine.
About The Family Coppola
The Family Coppola encompasses all of the things Francis loves most – cinema, wine, food, resorts, and adventure – and embraces quality, authenticity and pleasure as a backbone to each of these vibrant business endeavors. Anchored in Sonoma County, Francis Ford Coppola Winery, known for the superior level of quality and integrity, is, as Francis puts it, “a wine wonderland, a park of pleasure where people of all ages can enjoy all the best things in life: food, wine, music, dancing, games, swimming and performances of all types. A place to celebrate the love of life.” Coppola’s second foray into Sonoma County came in 2015 with the launch of Virginia Dare Winery, American wines since 1835, ushering in a new era of elevated quality and vineyard-specific wines. The Coppola Family Hideaways are a collection of unique properties where adventure meets serenity. Drawing upon inspiration from his film career and travels around the globe to the far reaching corners of the world, Francis created each resort embracing its off-the-beaten-track location, making it an ideal destination for exploring the natural wonders of the area while relaxing in tranquil surroundings. Additionally, The Family Coppola operates a venerable film production company, American Zoetrope; the award-winning all-literary magazine, Zoetrope: All-Story; Café Zoetrope in San Francisco’s iconic Sentinel Building in North Beach; and Mammarella Foods, an authentic line of premium organic pastas and sauces.www.TheFamilyCoppola.com.
