Sometimes, the best way to get a brand some media attention is by approaching and educating journalists who wouldn’t ordinarily be offered the information to cover it. For Sterling Vineyards, Parasol conceived and developed a one-day Sterling “Vinotherapy” event at a prominent New York City day spa. Over 25 top-tier national beauty editors attended, each receiving a complimentary “Merlot Manicure” and “Pinot Pedicure” while enjoying Sterling wines and learning more about the vineyard. This event was followed-up with a consumer event as well as additional promotional support, resulting in extensive coverage, and a new set of powerful allies and editor relationships for the brand.