An enticing opportunity to taste Penfolds finest wine at 35,000 feet was the premise of our Cellar Door Flight campaign for long-term client partner, South Australia Tourism Commission. This was highly successful in a number of areas, namely; the thousands of consumers who entered the competition component, great involvement by co-op trade partners, and seats expected to sell out on the flight itself – taking off on the 26th of October. Using a broad spectrum of media, from TV to a comprehensive social & digital media programme, this campaign also generated a significant increase in website visitation.