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, we conceived and developed a Sterling “Vinotherapy” event at a prominent day spa. Over 25 top-tier national beauty editors attended, each receiving a

complimentary “Merlot Manicure” and “Pinot Pedicure” while sipping Sterling wines and learning about the vineyard. This event was combined with a follow-up consumer event and promotional support, resulting in extensive coverage, and a new set of powerful allies and editor relationships for the brand.