Product category:
Integrated marketing
News Release from: Space
Edited by the Marketingservicestalk Editorial
Team on 27 June 2008
Wines from Rioja launches ad campaign
Wines from Rioja, the marketing body for Rioja producers in the UK, is launching a campaign to drive awareness of the world-famous Spanish wine region and the extensive range on offer.
Integrated agency space has developed the campaign, which launches at the beginning of September Before then, however, the creative is supporting Wines from Rioja's Tapas Fantasticas Event on Brick Lane on the weekend of 28 and 29 June
This article was originally published on Marketingservicestalk on 3 Apr 2008 at 8.00am (UK)
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The campaign has been devised to target sociable, outgoing young professionals, aged 25 to 44, and aims to make Wines from Rioja more relevant to out-and-about drinking occasions.
In addition, the activity has been devised to educate consumers about white and rose Rioja wines, compared to the established understanding of red Rioja, which will help to shift perceptions from the traditional 'with food' settings.
Space has developed the "Talk Rioja" campaign around the proposition "as creative and adventurous as you" - to show consumers that Rioja reflects their youthful spirit, and can be consumed on any occasion.
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Rioja wines are seen as a key part of a sociable time with friends.
To deliver the eye-catching creative, space has worked alongside award-winning typographer Alison Carmichael to create the illustration of two glasses of wine using vibrant and contemporary colours.
The glasses have been drawn using the words of two people having a conversation to ensure the look and feel is impactful and engaging.
The main advertising activity, launching in September, will encompass press ads in national newspapers, such as The Observer, as well as leading lifestyle magazines including Marie Claire.
Digital advertising will also take place as part of this campaign.
The creative format has also been adapted to support Tapas Fantasticas, a festival celebrating Spanish food, wine and lifestyle at the Old Truman Brewery in London on 28-29 June.
Pre-event advertising will feature press ads in London Lite, The London Paper, The Guardian and The Independent, while a range of outdoor media will support the event itself including 48 and 6-sheet posters, pedi-cabs and ad-bikes.
At Tapas Fantasticas, consumers can taste a variety of red, white and rose wines from some of Rioja's most famous vineyards.
Gerry Williams, Group Account Director at space, said: "Our aim is to remind wine drinkers they can enjoy Rioja not just with a meal but during any social setting.
"We believe we have successfully developed creative that captures the adventure, spirit and vibrancy of Rioja, and we are confident that wine drinkers will be encouraged to enjoy the great breadth of wines available from this famous region".
Rioja accounts for around a third of all Spanish wine sales and although UK sales of Spanish wine are in decline, Rioja is up by 7 per cent year-on-year.
Debbie Feickert, Director of Wines from Rioja, said: "We love the creative concept developed by space, which instills a more modern and dynamic brand association, while reinforcing the associated quality and diversity of the wines from the Rioja family.
"The message has been portrayed in a very simple, but extremely effective manner, which will encourage consumers to drink Rioja at any social occasion".
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