The focus of the campaign is a featuring exclusive book reviews and news from the literary world, as well as topical Lindeman’s wine content and prizes.
Consumers will be driven towards the Wine & Book Club by campaign-specific Facebook, Twitter and YouTube pages, all of which will combine to deliver increased exposure for the brand, reaching 340,000 consumers in total.
It will also be supported by Lindeman’s sponsorship of The Etc Homes & Gardens Show at The Brighton Centre over the Easter weekend.
Expected to attract 10,000 visitors over two days, the show will provide Lindeman’s with the chance to showcase the Wine & Book Club direct to consumers. The brand will run a stand at the show, matching Lindeman’s wines with Penguin Classic books.
Rebecca Haigh, Lindeman’s senior brand manager, said: "Having spent time listening to what our core consumers have to say about our brand and about how they interact with sites such as Facebook and Twitter, we have designed The Wine & Book Club to directly appeal to their tastes."
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