1. Wyndham Estate Executive Wine School PR Initiatives: Canada September, 2007

2. Communication landscape Create a innovation approach to reach target consumers. Maximize Tony Hooper’s time in the market Differentiate The Wyndham Estate brand from key competitors. Primary target audience is 30+ male/female, regular NWW drinkers. Existing wine knowledge, knowledge seeking

3. Situation Analysis Challenges Key wine writers are often focus on new wines or new ranges Competition among wine brands is intense, especially in within Australian category. Target consumer is broad, budget relatively modest – how do we reach our audience? Opportunities Leverage Tony Hooper’s visit, create an event that will bring wine knowledge to consumers and interest media. Thirst for wine and wine knowledge continues to grow Focus on influential sub-group within the broader target

4. Tactical plan: WE Executive Wine School Develop the Wyndham Estate Executive Wine School event that would include both a business the business presentation and a wine making, etiquette and tasting presentation. Events to be based at MBA executive business school programs in Toronto, Montreal and eventually National. School serve as the event venue, provide a core base of consumers and provide a unique angle for the media story As media continues to be the key influencer of the public’s perception of products and services, targeted media has also been invited.

5. Tactical Plan University of Toronto->September 17 University of Ottawa ->September 18 McGill University: Montreal ->September 19 Concordia University: Montreal ->September 20

6. Support Material Wyndham Estate Executive GuideWyndham Estate Executive Guide Press releasePress release Media InviteMedia Invite