Nyetimber
Something to celebrate…
Activating Nyetimber’s England Rugby partnership through a year-long multi-platform campaign centred around key figures in the men’s and women’s games.
Words. Pictures. Video. Podcast.
The objective
To introduce new England Rugby partner Nyetimber to all levels of the sport, from grassroots clubs to international-only fans, covering both the men’s and women’s game.
The hero video
The launch campaign centred around Jamie George, captured on a rainy day at his boyhood club Hertford RFC. Leaning into the most authentic of English rugby club settings, we launched with a hero video that leant into Jamie’s natural humour, positioning him as Nyetimber’s ‘supertaster’.
Engaging multi-platform stories…
We then used Sporting Eric’s owned Rugby Journal ecosystem to produce both in-depth, editorial-led print and digital articles and short-form video reels for social.
In print…
On social…
The results…
Our unique positioning of Jamie brought in rugby’s wide diaspora, from celeb fans such as Tom Kerridge, who commented, ‘Looking for a sommelier job after retirement???’ and golfer Matt Wallace adding a lot of emojis to the conversation [😂😂😂🙌🙌👏👏] to his England rugby mates, with Marcus Smith, George Kruis, and Brad Barratt among those getting involved.
The print articles in Rugby Journal, later released on therugbyjournal.com, will engage more than 40,000 readers with reading times averaging over ten minutes per page. The video series – still being released over a three-month period – are expected to gain an audience of over 250,000.
Phase 2
A Rose Among the Vines…
Building on the launch campaign, we’ve now launched the second stage of the activation strategy with women’s rugby pioneer and the RFU’s first female president Deborah Griffin.
The hero video
We captured two female pioneers, Deborah Griffin and Nyetimber’s head winemaker Cherie Spriggs, sharing common ground, in a unique series A Rose Among the Vines…
Engaging multi-platform stories…
Utilising our successful Rugby Lives podcast, coupled with the print journal, we once again used the Rugby Journal ecosystem to amplify Deborah’s story, accompanied with subtle Nyetimber sponsorship and referencing.
Need activate a rugby partnership?
Get in touch with Sporting Eric and email alex@sportingeric.com