iD targets new users with Croft Spot campaign

Experiential specialist iD has been appointed by Gonzalez Byass to run its award-winning Croft Spot activity for a third year.

With a focus to recruit new users, iD has identified additional environments to extend the reach of the campaign; this year's schedule has been bolstered with a tour of boutique garden centres and a country fair event.

Croft Original also continues its association with the Royal Horticultural Society (RHS), revisiting this year's Hampton Court Palace Flower Show event.

In partnership with celebrity gardener David Domoney, the Croft Spot experience provides consumers with a beautiful garden setting in which to enjoy a perfectly chilled sample of Croft Original; challenging consumer's existing preconceptions of sherry.

iD developed this experiential execution as part of the wider 'Croft Spot' integrated campaign which was labelled The Drinks Business Consumer Campaign of the Year for 2007, beating Carlsberg and Coors.

Jeremy Rockett, Director of Gonzalez Byass UK, is delighted with the plans for the Croft Spot in 2008: "iD have a great understanding of the Croft Original brand and their highly strategic concept has made a real difference in the last two years".

Encouraging consumers to further engage with the Croft Original brand, iD has developed a competition as an addition to this year's campaign.

Consumers will be asked to describe their perfect Croft Spot for the chance to win a personal consultation with David Domoney and GBP500 worth of garden goodies.

Activity is scheduled to kick off on 17 May, with weekend activity running nationwide right through to July.

iD is committed to lead the market in the creation and delivery of the most effective experiential marketing campaigns for its clients.

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