Call
OCM Wine – Promotion on Third Countries Markets 2018/2019 – Multi-regional Piedmont
Sector
Wine
Typology
Promotion/export
Company
TJV Piedmont and Puglia. Leader: Associazione di Imprese “Winexperience”
Description
As the project 2017/2018 was the first for the ATI Winexperience. LC International had devised a program that last year touched many eastern countries (China, Brunei, Cambodia, Indonesia, Laos, Malaysia, Burma, the Philippines, Singapore, Thailand, East Timor, Vietnam), so as to understand whether the products presented could be potentially interesting for new and different audiences than the western one.
After evaluating the results at the end of the project, LC International decided to expand the action plan by creating a program dedicated exclusively to the Chinese market, extremely receptive, and adding South Korea. Like last year, diversified marketing activities will be implemented based on the characteristics of the two markets (previously studied by our area manager) and the habits of potential consumers. Actions will be carried out such as promotions at points of sale, institutional events, media relations, creation of promotional material, missions in Italy of specialized operators, with the aim of giving greater knowledge of Piedmontese and Campanian Made in Italy wines.
In this case there are two regions involved because it is a multi-regional project, which therefore involves more wine companies from different Italian areas but which share the common goal of growing their own brand abroad. The funds allocated, which we remember cover up to 50% of the costs incurred, are used precisely to increase the competitiveness of European producers and also to give value to our splendid territory.