Classic Communication: Château d'Estoublon: Campaign -“From Heritage to Haute Provence”
Château d'Estoublon – “From Heritage to Haute Provence”
Elevating a historic estate to the world stage of luxury
Challenge / Approach
Located in the heart of Provence, Château d'Estoublon is a historic estate surrounded by vineyards and centuries-old olive groves. Renowned for its organic wines and olive oils presented in luxurious “parfum de table” bottles, the estate embodies French craftsmanship and refinement.
In 2012, Valérie Réboul-Schneider – a Swiss marketing expert from the Breitling family – acquired and renovated the estate, transforming it into a luxury retreat featuring elegant accommodation, fine dining, and exclusive boutiques.
Classic Communication was entrusted with a long-term mission: to build the Château d'Estoublon brand across international markets and establish its positioning as a symbol of Provençal luxury – ultimately preparing the estate for a profitable sale once the transformation was complete.
Implementation
Over the course of eight years, we developed and executed a 360° brand campaign across Germany, Austria, Switzerland, and France, combining strategic corporate, product, and destination PR.
Our work included:
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International media relations for the Château as a luxury travel destination.
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Product PR for wines and olive oils in premium lifestyle and gourmet outlets.
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Classic press relations and social media strategy.
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Organisation of journalist visits to the estate, and high-level press dinners in Munich (Feinkost Käfer), Hamburg, and Berlin.
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Editorial meetings in Paris, Hamburg, and Munich.
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Coordination of exclusive on-site events such as La Fête des Millésimes.
Through consistent storytelling and premium positioning, we created strong awareness across Europe and secured several hundred press publications, achieving an annual readership between 25 and 85 million.
Results / Impact
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By combining strategic brand building, sustained media presence, and targeted business positioning, Château d'Estoublon evolved into a coveted Provençal luxury brand.
In 2019, following years of strong visibility and international acclaim, the estate was successfully acquired by the Oetker Collection (Baden-Baden) – one of Europe’s leading luxury hospitality groups.
This project exemplifies Classic Communication’s approach:
Strategic communication that builds brand value – and creates measurable business success.