Castellani Wines

Forming an international "sister city" relationship between Staten Island and Crespina, Italy.

The Challenge

There are thousands of wine producers selling wine in the United States, yet Tuscan powerhouse wine producer Piergiorgio Castellani turned to Marino to elevate the profile of his wines in key markets across the nation, specifically focusing on New York City. Castellani chose Marino to design and implement a public relations plan that would plant a flag in New York, and create an ongoing buzz and a top-of-mind brand awareness.

The Solution

Marino created a customized, carefully choreographed series of steps that would stake out New York as Castellani wine country. The multi-faceted public relations program incorporated media relations, staged events, and community relations.

One of the firm’s first strategic moves was to marry owner Piergiorgio Castellani with the Tuscan Garden Project on Staten Island, tying his name to the proposed vineyard. Utilizing its bi-lingual Italian staff and working closely with Mr. Castellani, Marino then staged an educational visit to Tuscany to visit the Estates of Castellani Wines for a group of Staten Island business leaders who were spearheading the Tuscan Garden Project. To further drive media coverage for Castellani and Biagio Cru, Marino choreographed a “sister city” announcement between the borough of Staten Island and Crespina, a town located outside of Pisa and near the Castellani Vineyards.

Marino arranged another event for Castellani, this time to visit New York City and meet with organizers of the vineyard project. During his visit, Castellani completed a media tour—planned by Marino--announcing two key items: the type of wine the vineyard would be producing and the varieties of grapes that would be grown at the vineyard.

Marino developed an aggressive strategy that would maximize the exposure for our clients both in the United States and Italy and the results have been dramatic and substantial, creating a whirlwind of media attention for the two entities.

As a result of the Marino media effort, Biagio Cru and Castellani have been the focus of hundreds of print, television, radio and electronic news stories, including The New York Times, the Associated Press, Newsday, The Journal News, The International Herald Tribune, WINS 1010, WCBS 880 radio, CW 11, Channel 4, and dozens of Italian newspapers and TV news broadcasts.