COTES DU RHONE LAUNCHES UK ADVERTISING CAMPAIGN
Côtes du Rhône has reinforced its commitment to the UK market by investing half a million pounds in an above-the-line campaign, to be launched on 24 September.
Covering national and regional press, foodie and lifestyle magazines and in-store supermarket magazines, the print campaign is expected to reach a circulation of almost eight million consumers, offering 55% of ABC1 adults in the UK an average of seven opportunities to see. Thanks also to extensive advertising on digital escalator panels and LCD screens on the London Underground, approximately 75% of ABC1 adults in London will have 12-13 opportunities to see the campaign.
Olivier Legrand, UK Marketing Manager, Inter Rhône, commented:
“The existing Côtes du Rhône advertising campaign has been extremely successful and will therefore be maintained for a second year in order to strengthen the region’s reputation, which is crucial during this difficult economic period. In order to reinforce the link between the campaign and the wine at point-of-sale, a series of competitions will be implemented during the fourth quarter of the year via collarette promotions in the off-trade.”
The new advertising campaign, which was launched a year ago, has been very well received by both the trade and the consumer and the Rhône region is now one of the top five best-known wine regions in the world with a spontaneous awareness of 15%*, having increased 4% between 2006 and 2008.
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