Bordeaux

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Assignment

Bordeaux wine is synonymous with excellent but expensive red wines around the world. The task of the communication campaign, which has been in progress since 2009, is to modernize the image of Bordeaux and showcase the diversity of wine. The focus is on a selection of wines in the price segment from 5 to 29 euros.

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Implementation - PR

The approach of the integrated campaign is to explore and experience personal Bordeaux moments rather than to communicate theoretical knowledge of wine. Through press trips and wine tastings we recruit journalists and bloggers as potential ambassadors and intensify story-telling activity around the Bordeaux wine-growing area, from a view behind the scenes of the chateau to perfect foodpairing.

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Implementation - Events

Within the setting of bar camps, the wines are communicated in an authentic manner to relevant multipliers. The ‘Apéros Bordeaux’ series of events invites connoisseurs to experience and taste Bordeaux in a relaxed after-work atmosphere.

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Implementation - Social media

All campaigns are extended on the social media platforms implemented and managed by segmenta (blog, Facebook, Twitter, Instagram). And this generates synergies between classical PR, digital campaigns and events.

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Outcome

Thanks to targeted German communication measures, the German market has succeeded in regaining its position as the second most important in international rankings after China.