LONDON: One of the world's best-known wine regions has launched a multimillion-dollar global PR pitch.
Conseil Interprofessionnel du Vin de Bordeaux, which represents Bordeaux wine sellers, has kicked off a review for work worth as much as €3 million, or about $4.1 million.
The account encompasses work across the US, Canada, Japan, and China – key markets for the region outside of the European Union.
The account is part of wider efforts to drive growth to the region's wine industry, which grew 10% in value and generated revenue of £3.7 billion, or about $6 billion, last year.
Split across six lots, the work is set to last for three years.
The biggest single spending area, worth up to $1.35 million, will target experiential events across the US and Canada, while PR that will target the US specifically will be worth $473,000.
Meanwhile, China, a market considered a prime driver of the region's growth in wine sales, will be targeted with two initiatives split between events and PR and worth up to $1.5 million. Work in Japan is also split similarly, with a total of up to $811,000.
The Chesshire Set founder and wine communications specialist Helen Chesshire called the CIVB's work “crucial” to the success of the region and praised the commitment shown in the tender.
“To build on the message that the quality of the wines, the heritage and diversity of the region, the variable vintages, the tourism boost to the area in recent years, and that the investment potential for Bordeaux is at its strongest in years is vital – and to see the commitment being focused for three years is a great message for the wine industry as a whole,” she said.
The CIVB represents 7,055 growers across a vineyard area of 112,000 hectares.
A spokeswoman for the organization confirmed the pitch and said that the comms program would “emphasize the quality and diversity of the Bordeaux offer."
This story originally appeared on the website of PRWeek UK.