Campaign Tapas Fantasticas
Client Wines from Rioja
PR team Phipps PR
Timescale June-July 2009
Budget More than £100,000
- To raise awareness of Wines from Rioja
- To create an authentic Riojan experience
- To drive customers to the website.
Strategy and plan
The PR team created a food and drink summer festival aimed at ABC1 men and women aged 25 to 44. The event, Tapas Fantasticas, showcased the wine and partnered it with Spanish cuisine. The event was taken to London and Manchester and promoted via media partnerships with Time Out London and the Manchester Evening News. Posters, flyers, Facebook, Twitter and a Tapas Fantasticas website were all used to plug the event. The event included wine seminars with experts.
Measurement and evaluation
In total, 19 pieces of national and regional press coverage were generated including in The Times, Metro, London Evening Standard and the MEN. The event also appeared on London Tonight on ITV. The event's website attracted more than 32,000 unique users in the run-up to the London event.
More than 16,500 people attended Tapas Fantasticas and a large number were younger than the traditional Rioja drinker.