US Rioja Marketing campaign 2015 1 RIOJA MARKETING CAMPAIGN IN USA 2015 Dear Rioja Bodegas & Importers, This document is intended to summarize the Rioja marketing campaign that we will be carrying out in 2015. We have put together the requirements for you to be involved in the different events and activities: a calendar with some important dates, and the contact details of the staff managing the campaigns in the US. For further questions please contact our agency, PadillaCRT (see contact details at the end of this document) or your bodegas. The main objective of the campaign is for the brand Rioja to have the greatest market recognition by professionals and by consumers. In recent years, the team has implemented an integrated marketing plan across the three main pillars of the campaign: media relations, advertising/social media and an action plan at point of sale for the trade and consumers. One of the keys to the success of our efforts is your participation in the maximum number of activities and events throughout the year. Also, we will appreciate your donations to our wine bank for specific tastings and events. Our team will be sending you communications about those specific opportunities during the year. We hope the information below will serve yourplansfor2015. Ways to contribute and participate in the campaign In 2015 we will be launching Rioja Wine Cloud, a secure and easy to use platform in which bodegas and importers will be able to get the latest news about the campaign as well as register for some of the activities we will be carrying out during 2015. It is mandatory that both bodegas and importers subscribe to this platform. More information about this system will be distributed under separate cover.
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US Rioja Marketing campaign 2015 1
RIOJA MARKETING CAMPAIGN IN USA 2015
Dear Rioja Bodegas & Importers,
This document is intended to summarize the Rioja marketing
campaign that we will be carrying out in 2015. We have put together the
requirements for you to be involved in the different events and activities: a
calendar with some important dates, and the contact details of the staff
managing the campaigns in the US.
For further questions please contact our agency, PadillaCRT (see contact
details at the end of this document) or your bodegas.
The main objective of the campaign is for the brand Rioja to have the
greatest market recognition by professionals and by consumers. In recent
years, the team has implemented an integrated marketing plan across the
three main pillars of the campaign: media relations, advertising/social
media and an action plan at point of sale for the trade and consumers.
One of the keys to the success of our efforts is your participation in the
maximum number of activities and events throughout the year. Also, we
will appreciate your donations to our wine bank for specific tastings and
events. Our team will be sending you communications about those specific
opportunities during the year. We hope the information below will serve
yourplansfor2015.
Ways to contribute and participate in the campaign
In 2015 we will be launching Rioja Wine Cloud, a secure and easy
to use platform in which bodegas and
importers will be able to get the latest
news about the campaign as well as
register for some of the activities we
will be carrying out during 2015. It is
mandatory that both bodegas and
importers subscribe to this platform.
More information about this system
will be distributed under separate
cover.
US Rioja Marketing campaign 2015 2
Activities are mainly focus for wineries with importer in this market,
however we could eventually carry out some specific activities for
wineries searching for an importer, and these would be announced ad
hoc.
The agency and the Consejo Regulador Marketing department are
sending announcements to importers and wineries in a regular basis.
Please make sure that your contact details are included in the agency
database.
There are several ways in which you can take part in the activities
and events:
Contributing with wine to our events
Contributing to the wine bank - as this is the source from which we
supply wines for tastings, seminars, educational programs and media
contacts throughout the year.
With the presence of a winery representative or someone from your
team at some specific events.( Previously announce by the agency)
Providing the agency with information material that we can use in
our communications : New releases, awards or new exciting projects
The campaign activities expand throughout the year, and they intensified
during April to June and October to December.
After the success of last year’s inaugural Rioja Week, we are excited to
announce that in 2015, Rioja Week (May 2nd
to May 9th) will take place in
Chicago.
US Rioja Marketing campaign 2015 3
RIOJA WEEK:
After a successful inaugural Rioja week
during 2014, our strategy behind this
initiative is to maximize the Rioja wines
awareness and exposure in other major
cities across the US. The city of
Chicago, another primary market for
Rioja, has been chosen for the 2015
edition. We will continue to focus our
strategy in establishing Rioja Week, and
specifically the Rioja Wine and Tapas
Festival, among the top food and wine
consumer events in the country. The
week will start on Saturday, May 2 with the Rioja Wine and Tapas Festival.
Following the festival, and in partnership with James Beard, we are
planning some Rioja special programming during the JBF Awards
weekend. The rest of that week, we will plan events around the city for
consumers as well as a DOCa Rioja dinner for those winemakers, trade and
journalists in attendance.
Saturday-Friday, May 2 – May 9
Accounts activation
The campaign will work with
existing on and off premise
partners in Chicago to create
numerous consumer promotional
activities throughout the week.
US Rioja Marketing campaign 2015 4
Saturday, May 2
Rioja Wine & Tapas Festival
Walk-around VIP/trade
tasting from 11:30 AM to 1:00
PM
A day-long (1:00PM to
6:00PM) Rioja and food
ticketed festival for 1,500-2,000 wine-savvy high end
consumers and select trade celebrating the region of Rioja, to
be held at a landmark building/location in Chicago. The Rioja
Wine & Tapas Festival will be like no other wine and food
festival in Chicago, with some of the top chefs from across the
U.S., showcasing their interpretation of tapas. The festival
content will create a
dynamic national
conversation fomented
by chefs, consumer,
trade and media. The
goal is to create an
event that leads the US
market in guest
experience, seminar
talent, programming, overall branding and digital presence for
years to come. In 2014, the
festival was sold out 3 weeks
prior to the event.
HOW TO PARTICIPATE:
We will be sending additional information regarding registration for Rioja
Week 2015 in shortly.
US Rioja Marketing campaign 2015 5
TRADE PROGRAM
During 2015, we remain committed to an aggressive, effective and efficient
action plan at the point of sale in our priority markets: Northeast,
Southeast, Midwest and California, with an extension to other secondary
markets adjacent to these regions. There are five major programs under the
trade campaign:
Point of Sale (POS) through
our four Regional Rioja
Specialists (RRS): their work
incorporates a number of on /
off accounts in the priority
markets. They also function as
the "local" support to other
campaign programs in order to
achieve greater success.
Integrated Retailed Programs (IRPS): These programs, about 10-12, are custom
made programs with large wine and spirits
chains with a presence across the country or
in priority markets. Some retailers and
conglomerates we work with in this
program are: Total Wine & More, Binnys,
RNDC, Specs, ABC wines, Crown,
Wine.com, etc. The content of these
programs include staff education,
promotion, sales, in-store tastings,
advertising, etc. We will circulate more
detailed information on how to participate
in these activities during the year.
US Rioja Marketing campaign 2015 6
National Accounts (NAs): On premise
partnerships with large restaurant and hotel chains
across the country including: McCormick &
Smiths, American Airlines Admirals Club,
DelFrisco’s steak house, Landry’s and others. On
main focus is to implement Riojas by the glass
promotions as well as the growth of Riojas in wine
lists.
Facilitator Feed Program (FFP): New for 2015, the goal of this
program is to stimulate greater results and driven activity by brand
representatives and/or importers for potential opportunities that the
team and campaign both identify and encounter.
Lifestyle Trade and Consumer series: Drive Rioja awareness and
knowledge via sponsorship of large audience-specific events with an
educational and an active buying component. The campaign will
align with a Rioja account during the event to support their efforts.
US Rioja Marketing campaign 2015 7
HOW TO PARTICIPATE
For more information on how to participate in these trade programs please