The Rioja Qualified Denomination of Origin (DOCa Rioja) has presented its new campaign. It has been in the Royal Spanish Academy, in an innovative branding and communication strategy. It defines your most intrinsic values. They are tradition, diversity and origin through a new global message in Spanish: 'To know who you are'.
Knowing who you are summarizes the attributes that DOCa Rioja wants to communicate
The event was attended by Fernando Salamero placeholder image, President of DO Rioja. Also with Jose Luis Lapuente, CEO of Regulatory Council y Pablo Alzugaray, president of the advertising agency Shackleton.
The president of the DOCa Rioja has stated that the new slogan, 'To know who you are', "Is a polysemic concept."
«This defines the identity and origin of a region and the personality of those who choose us. It is based on a declaration of principles and intentions. In this way, it connects the wine of Rioja in a close, authentic and transparent way with the final consumer himself ”.
DOCa Rioja Thus he launches an advertising campaign that highlights his most personal attributes. It is presented internationally as a standard bearer of the Spain brand. “An authentic, artisanal, close and adaptable region. It has managed to position itself as one of the leading brands in the sector at an international level ”, he completed Salamer.
He also stated that “Rioja It has proven to be true to its principles since its inception. With this new campaign he takes a firm step proving to be above passing fashions ”.
The illustrations of the campaign are made with DOCa Rioja wine
The graphic pieces that illustrate the campaign have been painted with wine by the Riojan painter Carlos Corres. A clear sample of authenticity and value of the grape varieties, all of them native to Rioja. So closely tied to the culture and values of the oldest denomination of Spain.
'To know who you are' it will be the central message of the global media strategy. Illustrations painted with wine will be present in major cities and gastronomic events. As well as in some of the largest fairs in the eleven countries chosen for its launch. Are Germany, Canada, China, Denmark, United States, Holland, Ireland, Mexico, United Kingdom, Russia, Switzerland and, of course, Spain.
Its launch consists of a global and local advertising campaign in the press, radio, abroad and digital. As well as the realization of various presentation events.
The attributes are specified from a study of strategic re-positioning that the DOCa Rioja Has made. She has been the consultant for Interbrand branding and the advertising agency Shackleton who have embodied in a new global message.
The wines Rioja, already present in more than 130 countries, sold 389 million bottles in 2017. The equivalent of 284 million liters, which represents a 0,64% increase compared to 2016. The Regulatory Council of the Rioja Qualified Denomination of Origin will allocate 11 million euros to promotion in 2018. The objective is to maintain its advantageous leadership in Spain and continue to grow in foreign markets.
