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Classification 8
PROJECT TYPE
Campaign, Content, Experiential
BRAND
Langtons
ROLE
Creative Director, Design Lead
BACKGROUND
Langtons Classification is Australia’s most respected secondary market guide to fine and luxury Australian wines. The Classification comprises the most sought-after Australian fine wines based on their strong track record at auction.
IDEA
First published by Langtons in 1990, the Classification has become an essential resource for collectors, investors, and enthusiasts seeking to navigate the Australian wine market effectively. Released every five years and now in its eighth run it covers a suite of collectables and national roadshow. We leveraged this legacy by building a bespoke sub brand for Classification that resonated with the luxury position of the brand and pushing the proposition that Langtons is the destination for fine wine experiences. This was rolled out across a comprehensive content campaign, collectable coffee table book, printed poster, media placements, digital, OOH and experiential design for the national roadshow.
IMPACT
Langtons Classification has been the most successful launch to date with widespread media coverage and industry recognition. The national roadshow sold out for First Classification tickets in their early access drop and was close to selling out General Admission across all states.
