PR Campaign: Dreams Come to Life

Initial situation

Ptujska Klet, a member of the Perutnina Ptuj group, is the oldest wine cellar in Slovenia and the most awarded wine cellar in the world in the past two years. Recently, Ptujska Klet introduced state-of-the-art technology into its winemaking processes. The communications challenge that arose was one of establishing a direct link between new technology and the way people understand wine. Through its commitment to quality and public perception, Pullus, the brand name of all of Ptujska Klet’s fillings, determined the communications goal – to create an event where the moment of flavor of every single guest is in the spotlight.

The Solution

Using innovative electronic visual effects (light and laser show) and sophisticated music in a traditional barrique cellar, a direct link was established in the visual space. At the center of the event, a space was curtained off; inside, young men and women decorated with body painting that echoed the design elements of Ptujska Klet and the Pullus brand stood on barrels. Every guest had a glass affixed to his/her hand when he/she arrived at the event, and thus took on a key role in creating it. The curtain dropped and the young men and women stepped down from the barrels and began pouring wine in the glasses. The atmosphere at the event took on additional dimensions through the use visual effects and through the actors and their interaction with the guests, the co-creators of the event.

The Results

When the curtain dropped, an air of energy and excitement filled the room and was soon elaborated through the taste of a delicious wine. Pullus became the creator of a moment and an atmosphere on a directly hedonistic level. Together, the participants, the media, and the actors created a magical event that continues to resound… Everytime we taste Pullus, a wine with taste.

The Worldcom PR Group agencies advising this account are:

Di@log co, Slovenia, www.dialog-si.net