Fever has been chosen by Black Tower as its PR and social agency, with a brief to drive sales amongst new audiences in the German wine brand’s 50th year.
Working with the brand’s in-house team in Bingen, Germany, Fever will develop press and social campaigns to boost brand preference and drive sales among new audiences.
The agency plans to develop an integrated PR and social brand strategy for Black Tower, which will include an on-going media and influencer programme, as well as management of the brand’s social channels.
Black Tower made the appointment following a six-way competitive tender process.
Fever MD Bruce McLachlan will lead the account and report to Black Tower’s brand manager, Mike Wegmann.
Wegmann said: “Fever presented us with a new campaign platform that really struck a chord with us and captured exactly what Black Tower represents – the everyday moments and achievements that people want to and deserve to celebrate.
“Together with Fever we will be unveiling the new platform this year as part of our landmark 50th anniversary. The UK is a particularly important market for us, and Fever’s expertise in integrating PR, social and content is the perfect combination of skills to continue our success.”
McLachlan added: “In a crowded, competitive industry, it’s a big but exciting challenge to reposition and grow the Black Tower brand in its 50th year. Our work will be based around tapping into changing wine consumption habits, and targeting a new generation of consumers with a social and influencer first approach while staying true to loyal clientele.”