RIOJA MARKETING CAMPAIGN IN USA 2015 Dear Rioja Bodegas & Importers, This document is intended to summarize the Rioja marketing campaign that we will be carrying out in 2015. We have put together the requirements for you to be involved in the different events and activities: a calendar with some important dates, and the contact details of the staff managing the campaigns in the US. For further questions please contact our agency, PadillaCRT (see contact details at the end of this document) or your bodegas. The main objective of the campaign is for the brand Rioja to have the greatest market recognition by professionals and by consumers. In recent years, the team has implemented an integrated marketing plan across the three main pillars of the campaign: media relations, advertising/social media and an action plan at point of sale for the trade and consumers. One of the keys to the success of our efforts is your participation in the maximum number of activities and events throughout the year. Also, we will appreciate your donations to our wine bank for specific tastings and events. Our team will be sending you communications about those specific opportunities during the year. We hope the information below will serve yourplansfor2015. Ways to contribute and participate in the campaign In 2015 we will be launching Rioja Wine Cloud, a secure and easy to use platform in which bodegas and importers will be able to get the latest news about the campaign as well as register for some of the activities we will be carrying out during 2015. It is mandatory that both bodegas and importers subscribe to this platform. More information about this system will be distributed under separate cover. US Rioja Marketing campaign 2015 1
Activities are mainly focus for wineries with importer in this market, however we could eventually carry out some specific activities for wineries searching for an importer, and these would be announced ad hoc. The agency and the Consejo Regulador Marketing department are sending announcements to importers and wineries in a regular basis. Please make sure that your contact details are included in the agency database. There are several ways in which you can take part in the activities and events: Contributing with wine to our events Contributing to the wine bank - as this is the source from which we supply wines for tastings, seminars, educational programs and media contacts throughout the year. With the presence of a winery representative or someone from your team at some specific events.( Previously announce by the agency) Providing the agency with information material that we can use in our communications : New releases, awards or new exciting projects The campaign activities expand throughout the year, and they intensified during April to June and October to December. After the success of last year s inaugural Rioja Week, we are excited to announce that in 2015, Rioja Week (May 2 nd to May 9 th ) will take place in Chicago. US Rioja Marketing campaign 2015 2
RIOJA WEEK: After a successful inaugural Rioja week during 2014, our strategy behind this initiative is to maximize the Rioja wines awareness and exposure in other major cities across the US. The city of Chicago, another primary market for Rioja, has been chosen for the 2015 edition. We will continue to focus our strategy in establishing Rioja Week, and specifically the Rioja Wine and Tapas Festival, among the top food and wine consumer events in the country. The week will start on Saturday, May 2 with the Rioja Wine and Tapas Festival. Following the festival, and in partnership with James Beard, we are planning some Rioja special programming during the JBF Awards weekend. The rest of that week, we will plan events around the city for consumers as well as a DOCa Rioja dinner for those winemakers, trade and journalists in attendance. Saturday-Friday, May 2 May 9 Accounts activation The campaign will work with existing on and off premise partners in Chicago to create numerous consumer promotional activities throughout the week. US Rioja Marketing campaign 2015 3
Saturday, May 2 Rioja Wine & Tapas Festival Walk-around VIP/trade tasting from 11:30 AM to 1:00 PM A day-long (1:00PM to 6:00PM) Rioja and food ticketed festival for 1,500-2,000 wine-savvy high end consumers and select trade celebrating the region of Rioja, to be held at a landmark building/location in Chicago. The Rioja Wine & Tapas Festival will be like no other wine and food festival in Chicago, with some of the top chefs from across the U.S., showcasing their interpretation of tapas. The festival content will create a dynamic national conversation fomented by chefs, consumer, trade and media. The goal is to create an event that leads the US market in guest experience, seminar talent, programming, overall branding and digital presence for years to come. In 2014, the festival was sold out 3 weeks prior to the event. HOW TO PARTICIPATE: We will be sending additional information regarding registration for Rioja Week 2015 in shortly. US Rioja Marketing campaign 2015 4
TRADE PROGRAM During 2015, we remain committed to an aggressive, effective and efficient action plan at the point of sale in our priority markets: Northeast, Southeast, Midwest and California, with an extension to other secondary markets adjacent to these regions. There are five major programs under the trade campaign: Point of Sale (POS) through our four Regional Rioja Specialists (RRS): their work incorporates a number of on / off accounts in the priority markets. They also function as the "local" support to other campaign programs in order to achieve greater success. Integrated Retailed Programs (IRPS): These programs, about 10-12, are custom made programs with large wine and spirits chains with a presence across the country or in priority markets. Some retailers and conglomerates we work with in this program are: Total Wine & More, Binnys, RNDC, Specs, ABC wines, Crown, Wine.com, etc. The content of these programs include staff education, promotion, sales, in-store tastings, advertising, etc. We will circulate more detailed information on how to participate in these activities during the year. US Rioja Marketing campaign 2015 5
National Accounts (NAs): On premise partnerships with large restaurant and hotel chains across the country including: McCormick & Smiths, American Airlines Admirals Club, DelFrisco s steak house, Landry s and others. On main focus is to implement Riojas by the glass promotions as well as the growth of Riojas in wine lists. Facilitator Feed Program (FFP): New for 2015, the goal of this program is to stimulate greater results and driven activity by brand representatives and/or importers for potential opportunities that the team and campaign both identify and encounter. Lifestyle Trade and Consumer series: Drive Rioja awareness and knowledge via sponsorship of large audience-specific events with an educational and an active buying component. The campaign will align with a Rioja account during the event to support their efforts. US Rioja Marketing campaign 2015 6
HOW TO PARTICIPATE For more information on how to participate in these trade programs please contact Lauren Ray (lauren.ray@padillacrt.com) in our agency in New York. We also recommend you to visit the complete list of events on our website (http://us.riojawine.com/en/88-events.html) MEDIA RELATIONS Our Media team maintains close relationships with target media throughout the year, resulting in strong coverage with publications, such as wine and food, travel, lifestyle, industry and regional. To see the list of some of the coverage we got during 2014 you can visit: http://us.riojawine.com/en/351- news/calendar/00/00/2014 During 2014, several prominent wine critics visit the region and as a result some in-depth reviews were published during the year including the latest from i-wine Review:http://us.riojawine.com/multimedia/files/i%20Wine%20Review%2 0Final%2043%202014.pdf. These ratings and reviews remain one of the strongest factors to influence consumers in wine buying decisions. In 2015, the Media Team will continue to hone these relationships while placing stronger focus on (1) regional publications to support the Trade Program; (2) broadcast media to reach a larger audience; and (3) publications reaching new and untapped key audiences, such as Mom Bloggers, travel/tourism and outdoor adventure. US Rioja Marketing campaign 2015 7
During 2015 we will be announcing several themed mailings, and we kindly ask you to send samples of your wines if you want your brand included in our outreach efforts. HOW TO PARTICIPATE For all other wines, we ask you to submit your samples to our New York office by March 1, 2015. Please consider the following: Submit six bottles of each wine for our sampling program and include: - Tech sheet - Suggested retail price You can select up to five different SKUs total that you would like us to showcase. Ship wines to: Daniel Fermin New York Fine Wine Storage, Inc. 39 Westmoreland Ave. White Plains, NY 10606 Phone: (914) 723-5798 (Customer Service) OR (914) 874-8068 (Direct Line) ATTN: Rioja Media Samples/ Acct # 10191855 In addition, we will be announcing the submission calendars for top industry pubs when they become available. Please feel free to contact us at any time (Rebekah Polster: Rebekah.polster@padillacrt.com) if you would like advice on what wines to send to specific publications. Food & Wine Magazine and Beverage Media, for example, tend to request certain wines for specific features. We will update you on current media opportunities throughout the year. US Rioja Marketing campaign 2015 8
TRIPS TO RIOJA Our annual trade and press trips to Rioja are still one of the best ways to captivate buyers, sommeliers, and journalists attention about the region. This year we have planned the following professional visits to Rioja: Press Trips (2): - Individual trip (World Wine Guys) : May 10 th to 17 th - Group trip: September 13 th to 19 th Buyers/trade trips (2): - May 31 st to June 6 th - September 6 th to 13 th The guest profiles and final travel schedules will be communicated once they are finalized. US Rioja Marketing campaign 2015 9
ADVERTISING The main goal of our advertising campaign is to increase the size of our database in 2015 to support all campaign initiatives. The secondary goal of the campaign is branding and awareness, as we want to continue to introduce consumers/trade to Rioja and educate them about the wine and region. We will continue to run ads on some of the top online wine and food publications and networks as well as on some lifestyle channels in order to keep growing our consumer and trade databases and expand our campaign awareness. CONSUMERS: Specifically Millenials, GenX/Y and Baby Boomers (wine enthusiasts). These consumers are educated, trendy people interested in wine, food, restaurants, fashion, travel, dining, entertaining, and home & garden. TRADE: A portion of our ad campaign funds will be used for our trade audience. Audience members include wine buyers (retailer and on-premise: hotels, restaurants, golf/country clubs, etc.), wine educators, sommeliers and chefs. While a majority of our advertising will be national placements, we will focus some of the advertising on our target cities: New York, Chicago, San Francisco, Los Angeles, Miami, Houston, Boston, Philadelphia, Dallas, Houston, Austin and Orlando/Jacksonville/Tampa, FL are secondary markets. US Rioja Marketing campaign 2015 10
Also through this program we have developed a strategic plan across the major social networks. This communication, advertising and social media engagement plan aims to showcase Rioja as one of the most innovative regions in the industry. We invited you to follow us in Facebook at: https://www.facebook.com/riojawines and in Twitter: https://twitter.com/riojawine Under this program, we also send newsletters, and information on events and activities to our consumers (+150,000 names) and professionals (+6,500 names) in our databases. Our open and click thru rates are above industry standards which help us to bring another layer of engagement and reach to our integrated campaign. We invite you to join for free our community in order to stay current with our latest campaign news and events: http://www.joinriojawine.com/join/555 HOW TO PARTICIPATE You can send us information (photos, trivia, news, etc.) that you find relevant about your wines in order for us to share across our social networks and newsletters. Contact Julie Stas (Julie.stas@padillacrt.com) US Rioja Marketing campaign 2015 11
CAMPAIGN CONTACTS Should you have any questions about the 2015 campaign, please do not hesitate to contact one of the team members below: Padilla CRT U.S. Campaign Director, Pablo Olay: pablo.olay@padilacrt.com; 646-218-6027 Media Relations Manager, Rebekah Polster: rebekah.polster@padillacrt.com; 646-218-6039 Trade Director,Rioja Brand Ambassador, Ana Fabiano: anafabiano@vibrantrioja.com; 845-255-2040 DOCa Rioja Marketing & Communications Director, Ricardo Aguiriano : market@riojawine.com ; 941-500-400 Internacional Marketing Manager, Rebeca Gómez: promoint@riojawine.com ; 941-500-400 Thank you very much for your support and participation in the campaign. Departamento de Marketing Consejo Regulador DOCa Rioja US Rioja Marketing campaign 2015 12