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Treasury Wine Estates

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A take-no-prisoners brand launch on Alcatraz.

The Challenge

Following a soft launch for its new wine brand 19 Crimes, Treasury Wine Estates needed a truly take-no-prisoners concept for its global launch— a concept that would capture the roguish spirit of the brand, celebrate its portfolio of wines and generate lots of buzz.

Services Provided

  • Corporate Storytelling
  • Brand Expression
  • Experience Design
  • Event Management and Execution
  • Interactive Engagements

The Solution

With scruffy convicts' faces gracing its wine labels, 19 Crimes is a fun, irreverent brand that pays homage to 'the banished'—criminals who were shipped to Australia's rough penal colony in the 1800s. Where better to launch the brand than on The Rock, the most notorious prison in the world? InVision designed and executed A Night of Infamy, an immersive, branded experience that banished guests to Alcatraz for some criminally good fun. To bring the brand to life, actors posing as convicts mingled with guests while a traditional Irish band and sleight-of-hand artist entertained the crowd. Attendees were treated to a tour, wine tastings and dinner served in the original prison cafeteria, and they took home a souvenir: their very own mugshot.

Make A Splash.

The Result

The launch celebration was a resounding success—not one person attempted escape; in fact, all attendees surveyed agreed they'd be happy to remain banished. More importantly, the event generated plenty of impressions on social media and generous press coverage in key trade publications.