Madrid, July 22, 2024. – The Communication and PR agency of the Havas group, Havas PR, was responsible for the design and development of the FREIXENET VILLA EXPERIENCE. Freixenet entrusted the agency with its first major brand event aimed at content creators, resulting in this experience: a three-day retreat with influencers in a spectacular villa in the Garraf Natural Park, inviting them to celebrate life.
The challenge was to present its “Celebrate Life” positioning and the brand’s new, younger, and fresher era in a unique way that connects with the consumer, giving personality to the main badges in its product portfolio, and making Freixenet’s message and imagery tangible.
With a schedule full of activities, content creators enjoyed a visit to the wineries and a dinner among the vineyards before settling into a 100% Mediterranean farmhouse where they learned all the secrets of the brand, tasted its varieties of cava, wines, and sparkling wines, and participated in workshops for enjoyment and relaxation. From morning yoga to a skincare workshop, mixology classes, floral arrangement workshops, and an early celebration of the San Juan festival with its traditional wish-making and the famous DJ Cucut.
Four key elements ensured the success of the experience: an exclusive villa, a celebratory agenda, unmatched guests, and content that effectively communicated the brand’s personality. The experiences shared by the content creators were followed digitally by their audiences on social media. In total, more than 300 photo and video pieces (reels, stories, and posts) were generated by over 20 content creators. HAVAS PR handled all the conceptualization, production, invitations, and media communication. This work was coordinated with the creative and social media teams at Havas Creative.
For Ana Picó, General Manager of Havas PR: “Projects like the Freixenet Villa Experience showcase our 360º capabilities. As a PR agency, we like to take on briefs that allow us to leverage all our expertise, managing projects from end to end. Helping Freixenet with this project has been another reason to celebrate life, as their slogan says.”
According to Maria Chiara Marchetti, Marketing Director of Freixenet, “Havas has been a key partner in developing this experience. They understood our needs and translated them into an exclusive event that perfectly represented our brand essence and met our objectives. Their PR & Communication expertise allowed for excellent amplification of the experience.”
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