Avanteselecta owns 9 wineries and other investments in the food and drink sector in Spain. The company forms part of a corporation set up in 2007 by the business entrepreneur Manuel Jove. Avanteselecta became a client of SCR in September 2008. One of the first activities in the overall strategy was the Christmas campaign.
B2C - Business to Consumer
Client: Inveravante - AvanteSelecta
Campaign: Christmas
Duration: four months
Objectives Christmas campaign
- To increase awareness of the brand.
- To support sales of these relatively unknown wines in the Spanish market in the build up to the Christmas period.
Strategy
- Research on special editions/supplements on wines for Christmas editions in the media taking into account lead-times in monthly publications which can be up to 3 months in advance.
- Creation of a media list, corporate media, trade, specialist and consumer.
- Creation of various press releases containing information on 12 different wines and support photography.
- Selection and organization of product sent to specific journalists to push for coverage.
- Telephone contact with individual journalists identified to interest them in the product.
- On-to-one interviews in trade papers in the food sector on the company Avanteselecta and its products.
- Participation in key events where journalists would be present such us Catavino de Oro, Salón de los Lacres, etc. fundamental to giving the product visibility.
Execution
84 media were contacted personally by telephone and festive press releases with technical descriptions on each of the wines were sent out to all journalists and in some cases were accompanied by the product.
A follow-up conversation took place with every journalist two weeks after the first contact to ensure that the information/bottle had been correctly received and also to remind the journalist and obtain feedback.
Results
At Christmas 2008 publications were already suffering from the global crisis situation and for many of them, advertising is an important part of the bottom line. We found that many journalists had orders to write about clients who advertised with them and agencies took advantage of this asking for additional coverage.
In spite of this situation, and the fact that Avanteselecta placed no advertising with any publication, 22 quality articles were published on the wines and they were featured in various other joint articles.