Mark has launched Tyrrell’s Wines’ new Sparkling Rose Arabella Rose with an interactive romance novel that unfolds on Facebook over 50 days.
Dubbed ‘50 Days with Rose’, the story follows the romantic adventures of beautiful, young Arabella Rose, the personification of the new wine.
Tyrrell’s Wines has partnered with leading Australian romance novelist Ally Blake to pen Arabella’s antics on her whirlwind adventure through Sydney, London, Paris, New York, Los Angeles and Melbourne.
Blake has published 22 books in more than 20 languages, with three million sales worldwide.
“Arabella is fun, fresh, charming and sophisticated, just like a bottle of Arabella Rose,” Blake said.
“Arabella will visit real places, and attend events in real-time, giving a lovely touch of reality to this fantasy.
“Usually I have 50,000 words to play with, but 50 Days with Rose is told via a series of condensed posts that also allow readers to ask questions. It’s been a fantastic challenge and I can’t wait for everyone to meet her and follow the sensuous journey I’ve created.”
Mark Creative Director Hamish Stewart said: “Given that Arabella Rose has a quite definite target demographic in mind it was important to go where they already are with the right content on the right channel.”
Tyrrell’s Brand Manager Gemma Eastwood said: “Arabella Rose was designed to be fresh and fun and quite different from the wines Tyrrell’s is generally known for.
“We wanted to give the wine a personality, one that resonated with our key audience and the 50 Days of Rose campaign brought the wine to life and allowed us to engage with our audience in a unique way.”
Available in 750ml bottles and 200ml piccolos, Arabella Rose is sourced from premium Heathcote shiraz and lightly carbonated. Touted as the perfect summer drink to be enjoyed with friends, its palate is described as clean and fresh that offers seductive taste with “velvety notes of strawberry and hints of rosewater”.
Ally Blake hosted a media and supplier lunch to launch Arabella Rose at The Winery, Surry Hills yesterday, 31 October.