In 2024, Ovata by Oakridge entered its second year in the market as an exceptional Yarra Valley sparkling wine at an affordable price point. To mark the occasion and widen the awareness of the brand, Ovata by Oakridge proposed a weekend-long consumer activation championing the wine and ‘owning the occasion’.
Blend PR created Ovata House, a luxury pop-up pool club open for one weekend only, with free-flowing sparkling wine and sparkling-based cocktails, roaming canapes, and a live DJ spinning great tunes.
The campaign’s intended outcomes were to:
- Increase brand awareness for Ovata ahead of the most popular time of year for sparkling wine in Australia.
- Position the sparkling wine as a premium yet affordable sparkling wine through the event experience, media placements and influencer partnerships.
- In addition to event promotion, ensure Ovata by Oakridge remains top of mind for sparkling wine stories and gift guide opportunities.
The Campaign
An immersive three-day pop-up, taking over the iconic Orme Estate in Darling Point to celebrate Ovata by Oakridge. The multi-day activation opened with a VIP media and influencer event, with a special performance by pop-artist Samantha Jade. Luxe catering and crafted Ovata by Oakridge cocktails were a highlight of the evening, with consumers welcomed to experience the event over the weekend.
Blend PR produced the entire experience, including event flow and brand development, promotional content capture, and subsequent media promotion of the event, and the Ovata by Oakridge sparkling wine, following the event.
The Results
Ovata House was a big success for Oakridge, with the campaign reaching 9.2 million in earned reach:
- Event features for Ovata House in Gourmet Traveller, Urban List, Time Out, Eat Drink Play, Sitchu and in local press.
- The media event was attended by 90 VIP media and influencers, with social content from the night reaching 1.5 million.
- Ovata by Oakridge was featured in The Weekend Australian, The Guardian and Home Beautiful magazines in the lead up to Christmas.
- The campaign was a finalist for ‘Best Wine Themed Event’ at the 2025 Wine Communicator Awards.
