Wines from Rioja, the marketing body that represents all Rioja wine producers in the UK, is launching the next phase of its Talk Rioja press and outdoor advertising campaign w/c 7th September.
The campaign, created by integrated marketing communications agency Space, has been developed to shift consumption away from the traditional ‘with food’ occasion and place a greater emphasis on choosing Rioja wines in more contemporary social drinking occasions – both at home and on-premise.
The campaign, which targets young professionals, will also drive awareness of the wide range of red, white and rosé wines that are available from the famous region while reinforcing the quality of wines that come from the Rioja family.
The Talk Rioja creative designed by Space and the award-winning typographer, Alison Carmichael, for the first phase of the campaign in September 2008 will continue to be used. It features a modern and colourful illustration of two glasses of wine using the words of a group of friends having a conversation.
Space has evolved the media strategy for the campaign, which will see the Talk Rioja creative being featured on six-sheet posters at railway stations in London and tube cards and metro passenger panels on the London Underground.
Press ads will run in leading lifestyle magazine and national newspapers. These include Heat, Grazia, Red, Guardian Weekend and the Evening Standard.
Ricardo Aguirano San Vicente, Director of Marketing at Wines from Rioja, says: “We are sure the Talk Rioja campaign developed by Space, twinned with the effective media strategy will entice wine drinkers to enjoy the extensive range of wines that Rioja has to offer during all social occasions.”
Lucy Wigan, Account Manager at Space, adds: “We have evolved the media strategy for the next phase of the campaign to further raise awareness that Rioja has a modern and youthful spirit and is relevant for all social occasions.
“Consistency of the creative execution in year two will ensure we maximise on impact, reach and brand recognition, driving consumption of Rioja, increasing affinity among wine drinkers as well as deepening the consumer connection with the brand.”
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.