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The Challenge: Niagara Falls-based Open Wine wanted to get the attention of millennials (18-30 year-olds). This group is a key target for liquor/beer/wine messages and they get bombarded with them.

The Objective: The advertising agency, Bensimon Byrne was challenged to drive ‘on-premise’ consumption (i.e. at bars and restaurants) of Open wine while also communicating the positioning of the brand.

The Plan: Newspapers and entertainment magazines were chosen to reach the target which is always on the hunt for what is going on and what they can do. The addition of a phone number with suggestions for activities added an unexpected twist.

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