NEWS: Saunders will push Portuguese wines

The Portuguese Government is financing a pounds 70,000 pre-Christmas PR and advertising push designed to raise the profile of the country’s table wines in the UK.

The Portuguese Government is financing a pounds 70,000 pre-Christmas PR

and advertising push designed to raise the profile of the country’s

table wines in the UK.



The marketing drive kicks off a three-year strategy approved by the

Portuguese Trade and Tourism Office earlier this year, which aims to

achieve national editorial coverage for Portuguese wines, backed up by

strategic local advertising in the South East.



Charles Saunders Public Relations has been hired to provide PR support

for the campaign, and has begun organising a round of press trips and

wine tastings to secure improved press coverage.



Jose Laranjo, consultant at through-the-line agency Grandill Europe

which is co-ordinating the campaign, said increased competition from New

World wines and other non-EC wines demanded more aggressive PR to ensure

Portuguese wine sales in Britain continued to grow.



‘In the past, with more limited budgets, there has been too much

concentration on just getting coverage in the trade and specialist

press,’ said Laranjo. ‘The relatively limited budget still means that

advertising has to be concentrated in London and the south east, which

has the highest wine consumption. But we have a PR budget capable of

achieving national coverage.’



According to Laranjo, the pre-Christmas push will be followed up by

year-round PR activity supplemented by twice-yearly tactical advertising

drives.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.