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Wines from Spain

Using an integrated communications plan to raise awareness for Spanish wines in the U.S.

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Challenge

Wines from Spain, a division of the Trade Commission of Spain, was seeking an innovative approach to introducing and educating American consumers, press and wine trade audiences to Spanish wine.

 

 

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Action

Colangelo & Partners have developed a strategic integrated communications plan including media relations, social media, trade marketing, events and web marketing.

Highlights include: a livestreamed virtual tasting for press, seminars at top culinary schools around the country, design and deployment of trade/press and consumer newsletters, execution of a welcome party at the Aspen Food & Wine Festival, creation of animated educational videos for social, a press and trade trip to Spain and more.

 

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Results

In 2015 alone:

Successfully positioned Spain as a leading producer of quality wine with over 3 billion impressions across broadcast, print and online media in 2015 alone.

Compelling content and targeted distribution strategies grew the Wines from Spain social media fan base from less than 10,000 to over 75,000 Spanish wine lovers

Increased website traffic by 24% by redesigning news section, managing updates and driving social traffic

Solidified relationships with trade through masterclasses for wine professionals, seminars for culinary students, after-hours meetups for Sommeliers and an importer breakfast

“Wines from Spain has found a great partner in Colangelo & Partners, both as a Communications Agency and as Event Managers. They have been instrumental in the development of Wines from Spain’s trade and consumer-directed communications program, our digital strategy, as well as with the event management of our Spain’s Great Match tasting program. The staff that we have had the pleasure of working with are efficient problem solvers, patient, attentive and flexible – qualities which are always needed when working with organizations like ours!”
- Katrin Naelapaa, Director, Wines from Spain
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