Gary Barlow’s Food and Wine Tour: New Zealand

Ambition

Harissa PR was brought on board by Rock Oyster Media to deliver social media and marketing support for Gary Barlow's Food and Wine Tour: New Zealand, the ITV series following Gary Barlow and Jason Manford as they travelled through New Zealand discovering its food, wine, landscapes and local experiences.

The ambition was to build anticipation ahead of transmission, create engaging content throughout the series and extend the programme's reach and appeal beyond the television screen.

Action

Working closely with the production and editorial teams, we turned existing footage, photography and behind-the-scenes material into compelling social content: polished promotional videos, presenter-led moments, destination highlights and exclusive behind-the-camera glimpses.

We worked with contributors, tourism organisations, featured businesses and locations to source additional content, secure permissions and share approved marketing assets, and liaised with ITV, distributors, funders and marketing partners to manage approvals and promotional opportunities.

Result

Social content achieved more than 3.1 million views and reached over 1.5 million accounts (and growing!), taking the series beyond its ITV transmission. Audiences responded particularly well to presenter-led content, behind-the-scenes moments and the spectacular New Zealand locations.

For Rock Oyster Media, the campaign showed the value of bringing social media expertise into the production and marketing process: making more of existing content, strengthening relationships with contributors and partners, and creating promotional opportunities well beyond the original broadcast.

Services: social media strategy and management, content creation, video and image repurposing, marketing support, stakeholder liaison, asset management, campaign coordination.