HBO Pushes Rome with Wine Samples
HBO is giving viewers a little taste of Italy via wine bottles to drive tune-in to the second season of Rome.
The network is offering complimentary half-bottles of Rome-branded wine through Jan. 13 to patrons in 90 Italian restaurants in Chicago, New York City and Los Angeles. Participating locations, including Extra Virgin and Bella Notte in Chicago, The Stinking Rose and San Gennaro in Los Angeles and Dani and Gusto in New York. In all, 11,460 bottles will be handed out.
HBO is using wine as a hook for its association with the indulgent nature of the show, said Jim Anstey, partner/brand action director at LIME public relations + promotion, the New York City-based agency handling the campaign.
“We wanted to do something that would create a talking point,” Anstey said. “This is a modern and cool. For restaurants, it’s a great way to reward some of their key customers.”
HBO, a premium TV network, is targeting 21- to 55-year-olds with high incomes through the promotion.
Rome chronicles the epic times that saw the fall of a Republic and the creation of an empire. The new season premieres at 9 p.m. ET on Jan. 14 p.m. on HBO.
