ABOUT

In 2009, the regulatory board for Rioja wines (Consejo Regulador DOCa Rioja) applied for funding from the Spanish Ministry of Agriculture to support a global rebrand. Having secured funding in principal, Rioja DOCa engaged Publicis to help plan, propose and deliver a three-year direct B2B/B2C campaign, focussing on the Swiss wine market.

The following statement outlines the campaign which was approved by the Spanish Ministry of Agriculture and delivered between 2009-2011.

Campaign Objective: Bring the passion, diversity and modernity of Rioja wines to German speaking Switzerland, building upon the established brand values of tradition, quality and character. Reach out to an intelligent and influential consumer between the ages of 35-55, already familiar with Rioja wines, ultimately increasing the volume and variety available throughout Switzerland by 2012.

PRESS/EDITORIAL:
Develop an open relationship with the Swiss media increasing coverage in gastro, lifestyle, tourism and daily news publications.
o Campaign press launch
Launch the Schweiz Rioja Bewegt (Switzerland Touched by Rioja) campaign to the Swiss media.
o PR events
Stage PR events across Zurich, Basel, Bern and Lucerne inviting the influencers and decision makers within the Swiss wine industry to experience a wide selection of Rioja wine and learn about the viticulture unique to the three Rioja regions.
o Guided journalist trips to Rioja
Create an emotional affinity between the Swiss media and Rioja wines by inviting key contacts to absorb the passion, pace and viticulture of Rioja first hand.
o Engage a Swiss artist to portray Rioja brand values through contemporary art, creating an emotional link between Riojan life, creativity and the modern consumer.

TRADE
Educate, incentivise and support the Swiss wine industry from import to retail.
o Engage wine ambassadors
Engage a wine ambassador to act as a consultant and spokesman for the Touched By Rioja campaign. The ambassador’s extensive knowledge of Rioja wines, his close relationship with the Swiss wine industry and his ability to communicate with accuracy and passion, make him an ideal champion for the campaign. The wine ambassador chairs all press and PR events.
o Trade shows
Participate in Switzerland’s most established and influential commercial wine shows, creating a fully branded experiential space and capturing the essence of Rioja. Invite guests to taste an extensive range of Rioja wines and receive expert advice from trained Sommeliers. Support and develop relationships between wine producers, importers, retailers and restaurateurs (see Expovina case study).

CONSUMER
Enable the consumer to experience Rioja wines first hand whilst learning about the passion and vibrancy of Riojan life.
o Restaurant events
Stage branded tasting events in restaurants and hotels across Switzerland, enabling the consumer to experience Rioja wines in an informal and relaxed setting. Supporting marcom material enables guests to learn at leisure and offers the chance to win a holiday to Spain’s oldest wine producing region. By increasing the number of Rioja wines on the menu, participating restaurateurs are also given the chance to enter a separate draw to win a trip to Rioja.
o Retail events
Work in partnership with Switzerland’s largest retailers in staging a programme of hosted ‘try and buy’ promotions. Supporting marcom material invites shoppers to learn about Rioja and offers the chance to win a trip to the heart of Spain’s premiere wine making region.

Reflect the Rioja re-brand in all printed marcom material required throughout the campaign.