In Canada and Japan, where the agency’s contract has been extended, and in the United States, where Sopexa is working with the association for the first time, ViniPortugal has a threefold aim: to capitalise on the strong growth in volume in these three countries, to increase sales and to boost awareness of Portuguese wines while showcasing Portugal’s premium range.
The strategy proposed by the agencies in these three countries is geared towards industry professionals. It namely includes trips for purchasers, importers, distributors and sommeliers to Portugal, large-scale tastings, training programs and other special events.
In the United States, the campaign is also targeting the trade media. Several events are planned to raise ViniPortugal’s profile in the US and increase distribution of its products, with the aim of positioning Portuguese wines as a “go-to for quality”.
In Canada, this B-to-B campaign will run alongside a vast programme for the general public, which includes events, a promotional drive in partnership with Canadian alcohol monopolies, press relations and an extensive social media campaign in French and English.