RIOJA SWITZERLAND CAMPAIGN
Overview
In 2016, VMP and its partner agency Mettler Vaterlaus were hired by the DOCa Rioja wine region – one of the largest accounts in the Swiss wine market – for the German-speaking Swiss market. Rioja chose us as their partner to run their overall communications with the aim of increasing brand awareness in German-speaking Switzerland and refreshing their brand image. Our campaign was so successful that our brief was extended to Western Switzerland in 2019.
VMP not only looks after marketing, event management and social media strategies, but is also in charge of wine handling, networking and overall design.
Challenge
Consumers, wine merchants, journalists, oenologists, HoReGa – our target groups are as diverse as the wines of the Rioja region. Another challenge is that the Swiss market has been saturated for years and is dominated by major distributors.
Solution
The heterogeneity of the target groups means that we have to develop very specific strategies and concepts geared to the target groups and their needs, and that rollout has to be specifically targeted to the respective audience. We pay particular attention to involving the key players – wine merchants – in all the activities.
Whatever the strategy – prestige tastings, trade fairs, promotions, educational events, influencer and social media campaigns, or classic advertising, PR and sponsorship – we ensure that the target audience gets to know and love Rioja. We focus on professionals as well as foodies, with wine-based happenings, events during the FOOD ZURICH food festival, tastings for expats and recipe books designed especially for individual wine merchants. All to make sure that the message hits home: Rioja has something for every taste and occasion.
VMP Added Value
VMP offers its knowledge of wine, communication, social media and event management in one package. We know the Swiss market, we are not afraid to try out unconventional ideas, and our clients benefit from our wide network of contacts and our proven expertise.
