The smaller the budget the more creative you have to get. We started looking for ways to engage people and create viral traction. It had to reflect the festival’s identity, be fun and very memorable. We also wanted it to be tactile. Red is the signature colour of the Ommiberg festival and so the concept of The Lady in Red was born. She visits the different wineries and if a festivalgoer is at the right place at the right time, he/she has to take a pic with her and upload it to social media to win a spot prize.
OmmibergAdvertising, Social Media
Paarl Wine Route wanted to market the Ommiberg (Round the Mountain) harvest festival via social media on a very small budget. The festival is a decentralized event taking place at many wineries surrounding the iconic Paarl Mountain.
The Lady in Red has been a successful addition to the festival for three years in a row. The concept has grown, now featuring two ladies thanks to a sponsorship from Audi Paarl. She wears an iconic red hat and is a great marketing tool for the event. The element of surprise is very exciting for the festival goers. The concept has gained a lot of extra marketing mileage for the festival.