The Hallway adds Montana Wine to client list
The Hallway has started the new financial year with another win after ending the last one with trophies at the Cannes Lions.
The agency has added Montana Wine to its growing portfolio of alcohol clients. It will be lead strategic agency for the brand in Australia, responsible for developing the communications strategy across all channels, and helping build the wine’s profile in the Australian market as part of a new marketing push.
Cate Sefton, marketing manager for Montana at Pernod Ricard Australia, said the agency had won the account after proving itself with the company’s Jameson Irish Whiskey and Malibu. For Jameson, The Hallway created a movie-making competition, while in an idea developed before Tourism Queensland’s best Job in the World campaign launched, the agency ran a competition to get a job as a taste tester for the brand.
Sefton said: “We approached The Hallway following their successes on Jameson Irish Whiskey and Malibu. The work they have created for those brands demonstrates their abilities. Montana is a key brand in our portfolio. We are significantly increasing our investment over the next financial year.”
Jules Hall, The Hallway’s MD, said: ” The wine industry is notorious for taking a retail approach to their marketing, often at the expense of their brand. There is a lot of work to be done, but we are really excited about the potential for the brand.”
The first work is a promotion to maintain sales whilst the brand planning takes place. Montana Nights launches on 1st July, focused on the trend of underground dining. Thepromotion is supported by magazine, newspaper, radio, mobile, online and in-store activity.
Non drink clients include travel brand Zuji. Work for this brand – the Zuji Beans project carried out jointly by The Hallway and Sydney agency Happy Soldiers – won gold at Cannes last week.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Good to see the strategy agencies winning business!
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