SALTRAM
CREATES HISTORY AS THE HOME OF GREAT AUSTRALIAN WINE
As an icon of South Australia’s
Barossa Valley, and the region’s oldest winery, Saltram
will cement its place as “The home of great Australian wine”
when the nation’s largest ever television advertising launch
for a wine brand begins on July 28.
The $1.4m campaign begins on Monday, July 28, when the
30-second commercial will run every hour between 8:30pm
and 10:30pm in commercial “roadblocks” across all networks.
Saltram will maintain a consistent presence in the following
weeks, showing the ad after 8:30pm throughout the period.
The ad features Mamre Brook House, Saltram’s “home” near
Angaston in South Australia’s Barossa Valley. Mamre Brook
House is the original homestead located at the winery, built
by Saltram’s founder William Salter in 1844 and home to
Saltram’s chief winemaker, up to and including current winemaker,
Nigel Dolan.
Saltram’s new commercial takes the viewer on a flight over
the landscape of South Australia’s famous Barossa Valley.
The journey ends with the distant hills and vineyards over
the historical homestead, forming the label on a bottle
from the Saltram ‘Barossa’ range of wines.
Inspiration for the concept was born from the Saltram icon
and the wine label itself, with an aim to assist the brand
to stand out on cluttered liquor store shelves.
Saltram Marketing Manager, Jane Garland, believes the core
brand values of “heritage”, “Barossa” and “artistic” are
key to elevating the Saltram brand in the hearts and minds
of Australian consumers.
“Although Saltram has been an Australian wine brand since
the 1860s, our research showed consumers were unclear about
what Saltram stood for and that Saltram appealed to an older
demographic. While keeping a sense of heritage, through
the new advertising and packaging initiatives we have set
about to change that perception by making the Saltram brand
more contemporary,” she said.
“The Saltram team saw an opportunity for the brand to become
a leader in the industry by capitalising on a great winemaking
tradition and last year’s re-development of the winery itself.
But we have also been careful not to alienate loyal customers
who have enjoyed the wines for years.”
Melbourne agency BADJAR were commissioned for the project
and employed the services of animation specialists Animagrafx
to create the ad.
Pamiela Kaplan of BADJAR, was part of the creative team
for the project and sought to use animation to capture the
historic and artistic elements of the brand’s identity.
“Animated commercials are already on TV, but they are usually
animated in the style of Toy Story or very cartoon-like,”
she said.
“This commercial is more sophisticated and presents an
‘oasis of calm’, avoiding clichéd shots of grapes, people
drinking or noses in glasses.”
Animagrafx use 3-D animation program called Maya, which
is similar to the program used for the Matrix films.
It was imperative to convey the personality of the Saltram
brand as elegant and sophisticated, so the treatment of
animation had to reflect those sensibilities. Animagrafx
created ‘ink on paper’ and embossed effects that seek to
give a point of difference from other animated commercials
and indeed all other wine brands.
Another important element to the advertising is the ethereal
music created especially for Saltram by award-winning composer
and producer, Cezary Skubiszewki. He has worked on numerous
movies and television series, with his most recent work
including the soundtrack for the mini-series, After
the Deluge
In September last year, a re-furbished new-look cellar
door was opened at the winery. The winery revamp also signalled
a renaissance for the Saltram brand, with the range of wines
having also undergone a facelift.
Saltram wines now feature new colour co-ordinated label
designs that draw attention to Saltram’s winemaking history,
which date back to 1859, and the historical Mamre Brook
House.
This month’s advertising launch not only strengthens the
link between Saltram, Mamre Brook House and the Barossa,
but is expected to introduce these great Barossa wines to
a whole new generation of wine lovers.
SALTRAM. THE HOME OF GREAT AUSTRALIAN WINE. www.saltramwines.com.au
For more information please contact
Saltram.
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