Clos du Bois Unveils $3 Million National Advertising Campaign; Focus on Outdoor and Radio.HEALDSBURG, Calif.--(BUSINESS WIRE)--Oct. 30, 1998--Clos du Bois Du Bois (d  `bois, dəbois`), city (1990 pop. 8,286), Clearfield co., W central Pa., in the region of the Allegheny plateau; inc. 1881. , the number-one selling Sonoma County wine in America, kicks off a new $3 million nationwide outdoor and radio advertising campaign Nov. 1. The campaign, created by Zuckerman Fernandes & Partners, a San Francisco-based agency, is designed to build awareness and name recognition by humorously playing on the difficulty consumers seem to have in pronouncing pro·nounc·ing adj. Relating to, designed for, or showing pronunciation: a pronouncing dictionary. the California winery's French name. "Our goal in promoting Clos du Bois this year is to target the high-volume neighborhoods throughout the country where premium wine is consumed on a daily basis," says John Calmeyer, vice president of marketing and public relations public relations, activities and policies used to create public interest in a person, idea, product, institution, or business establishment. By its nature, public relations is devoted to serving particular interests by presenting them to the public in the most for Clos du Bois. "This humorous campaign represents a highly-targeted promotion based on each region's individual personality." For example, the 60-second Boston radio spot features a Frenchman attempting to pronounce C-L-O-S -D-U -B-O-I-S in a Boston accent The Boston accent is the English dialect not only of the city of Boston, Massachusetts itself but also much of eastern Massachusetts. The Boston accent and closely related accents can be heard commonly in an area stretching throughout Massachusetts, New Hampshire, and Maine. , ending with the tagline "the all-American wine with the French name. From Sonoma County, not France." A myriad of outdoor advertising will be used to support the radio campaign, including mobile billboards, shopping center shopping center, a concentration of retail, service, and entertainment enterprises designed to serve the surrounding region. The modern shopping center differs from its antecedents—bazaars and marketplaces—in that the shops are usually amalgamated into kiosks, concert ticket kiosks, transit billboards, as well as traditional billboards. Over 50,000 Clos du Bois postcards will also be distributed in restaurants and bars in the target markets. The overall strategic goal is to reach nine out of ten daily wine consumers at least fourteen times per week. The advertising campaign was originally tested in San Francisco San Francisco (săn frănsĭs`kō), city (1990 pop. 723,959), coextensive with San Francisco co., W Calif., on the tip of a peninsula between the Pacific Ocean and San Francisco Bay, which are connected by the strait known as the Golden and Miami. Sales and followup research indicate positive results showing an increase of 50% in unaided awareness of the Clos du Bois brand name among everyday wine consumers. The November rollout of the campaign kicks off in nine cities nationwide, including Los Angeles Los Angeles (lôs ăn`jələs, lŏs, ăn`jəlēz'), city (1990 pop. 3,485,398), seat of Los Angeles co., S Calif.; inc. 1850. , Atlanta, Miami, Phoenix, Houston, Boston, Chicago, San Diego and San Francisco. Clos du Bois is owned and marketed by Allied Domecq Wines, U.S.A. |
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