Cloudy Bay

The project

How did we achieve Cloudy Bay’s ambition to drive its luxury status, transforming the House into a modern and relevant brand for the next generation? We created an exclusive event like no other, then we leveraged it to deliver the concept to consumers’ homes and hearts.

Our approach

Hustle & Bustle developed an annualised platform - Wonderscape - to position Cloudy Bay as a luxury lifestyle brand. The ticketed event saw guests transported to a luxury Waiheke Island residence via superyacht, before enjoying a long lunch experience hosted by our Cloudy Bay Curators - Host Polly Markus, Chef Hercules Noble, Stylist Kayla Jurlina and DJ duo Jaimie and Nathan Haines. Guests were immersed in the natural wonder of the destination, the experienced and, of course, Cloudy Bay's range of wines.

Creating media bustle

An important element of the ‘tease and promotion’ phase was to preview the Wonderscape by Cloudy Bay event experience with tastemakers, media, and friends of the brand. The preview day generated awareness and talkability amongst our target audience and re-established brand affinity with younger lifestyle influencers and KOLs. We utilised the media preview to introduce the Wonderscape concept and offering. We also used the opportunity to create content of the experience to promote the consumer offering.

Wonderscape At Home

To expand the reach of this campaign and to bring the Wonderscape concept to life in consumers’ homes, we created Wonderscape At Home – three limited edition packages enabling consumers to effortlessly recreate a Wonderscape long lunch experience at home with expert guidance from our Cloudy Bay Curators. Each kit contained a bottle of Cloudy Bay Sauvignon Blanc and Pinot Noir, custom Cloudy Bay x In the Roundhouse plateware, place card and menu templates and a limited edition Art of Entertaining book - Cloudy Bay’s guide to recreating Wonderscape at home through the eyes of our curators.