LOS ANGELES: New York-based Patrice Tanaka & Co. has been chosen to handle a new integrated marketing effort to promote Spanish Rioja wines in the US.
The account is valued at $1.2 million annually and covers a four-year contract. It is funded by two groups: The Consejo Regulador de la Denominaci--n de Origen Calificada Rioja, a Spanish government agency representing regional wineries and grape growers, and Wines from Spain, a promotional division of the New York-based Trade Commission of Spain.
"We chose PT & Co. because of its creative, strategic approach to branding, particularly with [our] target demographic groups, including baby boomers, Gen X, and Gen Y audiences," said Thomas Perry, managing director of the Rioja Wine Exporters' Group and coordinator of the Consejo's international marketing activities.
The agency will concentrate its efforts around the tagline "vibrant Rioja" and conduct traditional PR outreach, as well as advertising, special events, promotions, internet marketing, and product seeding.