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Project: Media relations for the CAVA brand
Client: Institut del Cava
Project description and goals:
In 2006 sparkling wine makers associated in the Institut del Cava launched a three-year campaign to promote the Cava sparkling Spanish wines. The campaign was launched simultaneously in four countries: Poland, Spain, Germany and Great Britain, and is estimated at 1.8 million €, half of which is financed by the EU as part of its promotion of regions and regional products. The other half of the cost is split equally between the Spanish Ministry of Agriculture and the Institut del Cava. In the official EU classification, CAVA wines are categorized as AOC and IPR.
The purpose of the campaign in Poland is to build the image of Cava; to present to consumers the sparkling wines from the Penedés region and their tradition, unique manufacturing methods, drinking culture, as well as the Catalonia region itself and its inhabitants. One of the key goals is to show that the sheer variety of Cava wines makes them perfect partners to various dishes.
The agency’s activities:
As part of the campaign, the agency organizes a series of exclusive dinners for celebrities with samplings of Cava wines. The menu of each evening is composed to complement the individual types of Cava wine and emphasize their unique flavors. So far, the guests of these Cava Dinners included: Borys Szyc, Beata Sadowska, Gosia Baczyńska, Andrzej Smolik, Jacek Poręba, Daniel Horowitz, Mikołaj Komar, Maciej Kozłowski, Urszula Dudziak, Michał Urbaniak, Peter Lucas, Patrycja Woy Wojciechowska, Maciej Zień, Anna Maria Jopek, Marcin Kydryński, Tomasz Kammel, Katarzyna Figura and Kai Schoenhals.
The agency’s tasks include liaising with the winemaker community in Poland by organizing professional samplings of Cava sparkling wines, supported by broad media relations.
The guests of Cava Dinners:
Maria del Mar Torres and Kasia Figura
Anna Maria Jopek and Marcin Kydryński
Andrzej Smolik
Jacek Poremba
Borys Szyc |
