Post by account_disabled on Dec 24, 2023 8:57:26 GMT
The Ribeiro Denomination of Origin , the oldest in Galicia, has selected the Glocally agency through two competitions for the development of its two most imminent communication campaigns : the patronage of the Galician film “Cuñados”, and the national dissemination of the importance of the fundamental ingredient of the wine originating in the area: the native Treixadura grape in its promotional campaign called Treixadura. Ribeiro mode . The film “Cuñados”, the first feature film by the A Coruña production company Portocabo, places Ribeiro wine in one of the axes of the plot developed in the territory of this appellation. The Regulatory Council needed to reach its audience, not only in Galicia, but also in the cities where the film will be released in OV (Barcelona, Bilbao and Madrid), with the aim of highlighting the language and the characteristics that make it to the DO Ribeiro wine into something unique and representative of Galician culture.
The integration of the brand and the product in the film is totally natural. The film is set in the Ribeiro area and the protagonists are owners of a winery. With these ingredients, we have designed a digital media Phone Number List campaign where we will combine social media, display in regional headlines and actions on TikTok, all aimed at users related to the Galician language, the film and the product ,” says Olalla Castro, Strategy Director of Glocally . The second tender awarded to Glocally consists of the development of its Treixadura campaign. Ribeiro Mode , aimed at highlighting the most characteristic component of the DO Ribeiro: the Treixadura grape. The different actions aim to build loyalty with the Ribeiro in Galicia and reach new audiences at a national level (Madrid, Barcelona, Bilbao, Malaga). We will work on a mainly digital strategy, divided into two waves (summer and Christmas) and aimed at a very segmented target.
Glocally's ability to microsegment audiences by geographic areas and knowledge of the potential consumer in the 'target' provinces have been two important assets for the choice of the agency,” declares Juan Manuel Casares, president of CRDO Ribeiro. As a culmination of all the marketing actions related to the premiere of “Cuñados” on April 9, the CRDO Ribeiro will show its institutional wine Fillas DO Ribeiro , which is another protagonist in the film “Cuñados” and will be part of all promotional activities during the years 2021 and 2022. This will further reinforce the value of Treixadura ; the most characteristic type of grape of that Galician denomination.
The integration of the brand and the product in the film is totally natural. The film is set in the Ribeiro area and the protagonists are owners of a winery. With these ingredients, we have designed a digital media Phone Number List campaign where we will combine social media, display in regional headlines and actions on TikTok, all aimed at users related to the Galician language, the film and the product ,” says Olalla Castro, Strategy Director of Glocally . The second tender awarded to Glocally consists of the development of its Treixadura campaign. Ribeiro Mode , aimed at highlighting the most characteristic component of the DO Ribeiro: the Treixadura grape. The different actions aim to build loyalty with the Ribeiro in Galicia and reach new audiences at a national level (Madrid, Barcelona, Bilbao, Malaga). We will work on a mainly digital strategy, divided into two waves (summer and Christmas) and aimed at a very segmented target.
Glocally's ability to microsegment audiences by geographic areas and knowledge of the potential consumer in the 'target' provinces have been two important assets for the choice of the agency,” declares Juan Manuel Casares, president of CRDO Ribeiro. As a culmination of all the marketing actions related to the premiere of “Cuñados” on April 9, the CRDO Ribeiro will show its institutional wine Fillas DO Ribeiro , which is another protagonist in the film “Cuñados” and will be part of all promotional activities during the years 2021 and 2022. This will further reinforce the value of Treixadura ; the most characteristic type of grape of that Galician denomination.
