Bordeaux with Dom Joly


We worked with The Conseil Interprofessionnel du Vin de Bordeaux (CIVB) as part of the broader “Good Food Would Choose Bordeaux” campaign. The brief was to inform and enthuse consumers about Bordeaux, by showcasing its wines and some of the more unusual and unexpected things you can get up to in the region.

Trigger Happy TV star and travel writer Dom Joly was identified as the ideal person to front the campaign and flown to Bordeaux to learn more about the wine production in the region. On the trip Dom observed the Marathon du Medoc, a 26 mile race with a difference, as runners are “refreshed” with free wine along the route around the vineyards.

He also attended the Ouvre la Voix, an annual scream off contest, where he put his famous “HELLO!” to the test against the local French champion. Dom also took a course at the Ecole du Vin, Bordeaux’s wine school, which he described as “the best school I have ever been to”.

We captured content on the trip for the production of short, fun videos which were then launched via a live, interactive WebTV Show, giving viewers the chance to put their questions to Dom about his trip, as well as see previously unreleased video content.

The content was incredibly well received by third party sites and in social media. Dom was the perfect person to front the campaign and we were able to capitalise on his skill set and extensive Twitter following to benefit the campaign.
 

Supporting videos:

Dom Joly investigates the Medoc Marathon in Bordeaux -
http://www.youtube.com/watch?feature=player_embedded&v=MjrPM0lRSFE

Dom Joly shouting at the French in Bordeaux -
http://www.youtube.com/watch?v=v4Rsry7LT7Y&feature=player_embedded

Dom Joly uncovers hidden gems of Bordeaux -
http://www.youtube.com/watch?feature=player_embedded&v=IisB5DiUYzs

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