Rioja Wines of Spain
Rioja @ Art Basel Miami
Challenge
Break through the clutter and create a splash at the art world’s largest gathering for Spain’s most famous wine region without a massive fair sponsorship investment.
Services
Brand Strategy
Creative
Content Creation
Social Media
Paid Media
PR
Influencer
During Art Basel Miami, galleries launch new exhibits by new and celebrated artists from across the contemporary art world. We teamed up with the semiannual Progressive Art Brunch to provide wine pairings and a shuttle around the arts district, helping sell out tickets and providing their best attendance to date at 300+ people.
Brand-Inspired Art
Partnering with contemporary artist J. Margulis to create an exclusive, Rioja-inspired exhibit, Rioja welcomed wine and art lovers to the most creative wine tasting in Miami. Guests blind sampled signature vintages and guessed at the creative inspiration behind the glass and canvas.
Hosted on the rooftop deck of Kimpton Angler’s Hotel in the heart of Miami beach, the Soirée hosted over 300 VIP guests, wine trade professionals, media, influencers and some lucky wine + art lovers for a night to remember.
Art You Ready? Influencers
We engaged well-known, Miami influencers to boost Rioja’s social presence during Art Basel, taking over our social channels for the night. Kelly Saks and Ria Michelle created Rioja-inspired content driving traffic to the website and ticket sales.
Influencer content included 24 IG stories and 2 in-feed posts for a total of 750K social impressions, ultimately helping sell out the Rioja Wine + Art Soirée and amplify our presence in Miami.
Rioja + Kimpton Hotels
Alongside the art and tapas, Rioja wines were the star of the show in December at Kimpton/IHG Hotels throughout Miami. Activations included the Rioja Art Soirée at Angler’s, Kimpton’s hottest new property, and an exclusive sponsorship of the celebrated artist Kai’s exhibit launch party at the Intercontinental Miami.
Additionally, Rioja was the feature wine region in all Kimpton/IHG Miami properties throughout the holiday season, including by the glass and by the bottle pours, special Rioja-inspired menus at all properties’ restaurants.and Rioja happy hours for VIP guests.
Results
Rioja was everywhere at the 2019 Art Basel Miami — online, on the streets and in the media.
1
Activations attracted 1,000+ media, trade, influencers and wine lovers to be inspired by Rioja
2
Overall, we delivered over 128 million geo-targeted impressions, building excitement and awareness of Rioja among Miami wine lovers.