Peretti Communications has won a pounds 350,000 contract to
establish a UK wine bureau to promote Argentine Wine, and run an
awareness-raising campaign.
The agency is being asked to help build distribution in both on and off
trade and to boost consumer awareness of Argentine wines in the UK. The
hope is to mimic the recent success Chile has had in exporting wine to
this country.
Agency managing director Francoise Peretti said the bureau would be the
point of contact for consumers, press and others interested in Argentine
wines. The idea was pitched to the trade organisation Vinos de Argentina
by the agency last year and led to a competitive pitch before the
account was awarded.
Peretti will be running a major campaign to promote the wine by
educating people about Argentina. Peretti said the campaign would be
unusual in this regard.
She said: ’In addition to the activities with the trade, retailing and
wine press there will be consumer activity targeting lifestyle
magazines.
We strongly believe consumers will start buying Argentine wine when they
know more about the country, so we will run activities to place the wine
in context. There is not much of an image for the country now beyond the
tango; we believe the country itself is the vehicle for promoting the
wines.’
Among planned activities is a press trip which will involve taking
journalists to the Argentine wine regions.
’We will invite lifestyle journalists to Argentina, and not just focus
on the wine regions - there is great food and culture, and the Andes to
see,’ she said.
The account will be run by Peretti and the agency will report to Javier
Espina, director of Vinos de Argentina, which is based in the Argentine
city of Mendoza.
