Portuguese cork industry seeks support for €4.35m global promotional campaigns

A trade body for Portugal's cork products industry is seeking support for promotional campaigns in various markets globally, worth a combined sum of at least €4.35m (£3.6m, $4.8m).

Cork deal to be sealed with PR firms (credit: draghicich/Thinkstock)
Cork deal to be sealed with PR firms (credit: draghicich/Thinkstock)

According to the tender brief from the Portuguese Cork Association, agencies are asked to submit separate applications relating to 12 different ‘lots’.

These include the brief to promote cork bottle stoppers, worth a ‘base price’ of €1.2m (£1m, $1.3m) in the US.

The same brief is available for the UK and France, worth €600,000 (£500,529, $660,288) each as a base price. In all cases, extra money may be available in addition to the base prices stated. The brief is also available for:

  • China, €450,000 (£375,396, $495,216)
  • Italy, €300,000 (£250,482, $330,144)
  • Germany, €200,000 (£166,987, $220,172)
  • Spain, €140,000 (£116,912, $154,120)
  • Brazil, €60,000 (£50,105, $66,054).

In addition, there is a brief for a campaign to promote cork construction and decoration materials in Germany, worth a base price of €400,000 (£333,975, $440,360).

Non-territory specific campaigns to promote new applications and develop promotional videos have base prices of €250,000 (£208,734, $275,215) and €90,000 (£75,236, $99,077) respectively.

Finally, there is a design brief for Sweden and Denmark worth €60,000 (£50,158, $66,052).

The campaigns will start this year and finish in September 2017.

In relation to the UK brief, the Portuguese Cork Association said: "With an initial biddable €600,000 and an available €200,000 of possible additional funding, this campaign will aim to educate about cork’s current technical and sustainability features, and how these represent key competitive business advantages for our UK stakeholders."

More details of the brief and the mechanics of the tendering process for the UK account will be available at a meeting in central London on 28 July. Agencies can email realcork@apcor.pt for more details.

A meeting for a similar campaign in France was held in Paris yesterday (19 July).

The Portuguese Cork Association has spent €41m on comms campaigns in the past 15 years, according to its website. The group has around 270 members who represent about 80 per cent of national production and more than 85 per cent of cork exports from Portugal, covering preparation, processing and marketing.

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