KNOWING WHO YOU ARE
Knowing who you are is the new global brand message from the Denomination of Origin Rioja.
The global publicity campaign consist of communications in press, radio, exterior and digital and it will be focused in 11 countries besides Spain: Germany, Netherlands, Ireland, United Kingdom, Switzerland, Denmark, Russia, United States, Canada and México.
The communication of this message is based on several works of art painted with Rioja wine, created by the Rioja painter Carlos Corres and they will be showcased to the world in different presentation and culinary events, as well as in relevant fairs in main cities of the eleven chosen countries.
The Control Board Director, Jose Luis Lapuente, said that “at the completion of the Rioja 2005-2020 Strategic Plan, the region is entering a new crucial era in search of value arguments to consolidate and reinforce its leading position in Spain and as a world-class, quality wine region.” “With the latest changes, Rioja is much closer to consumers, granting them the importance they deserve and have for the wine region’s success. For this reason, the new brand message is reflecting its most intrinsic qualities and advocating its authenticity as a spearhead to continue as one of the Spanish brands with the highest levels awareness and loyalty.”
Our wines are already commercialised in over 130 countries worldwide and with the investment in promotion of 11 million euros for 2018, the aim is to contribute to the maintenance of the growth experimented during the last years in foreign markets.