Asociación de Productores de Vinos Naturales (Association of Producers of Natural Wine)
Communication targeted to wine lovers and oenology and gastronomy professionals
Initial situation The Association of Producers of Natural Wine of Spain organized a natural wine fair in the Poble Nou in Barcelona. To help with the communication related to the event and attract more public, the association relied on LF Channel.
The Association did not want a massive announcement, but a selection of media that would attract some attendees interested in their products. Our challenge was to find out some information about the Association and its events, as the content was scarce and it had to be really interesting for both professionals and the people attracted by natural wine products.
Thus, LF Channel was responsible for the definition of the key messages and the media content generation. Moreover we selected the target media and blogs in accordance with the strategy: foodservice sectors, gastronomy, wine and ecology.
The coverage obtained in media and blogs was 31 impacts in tier one media: 14 articles published, 2 posts on Facebook and 15 tweets.
Results included clippings in top media as Alimarket, leading media creating content for the economic sector in Spain with 76,000 unique users; Professional Horeca, digital magazine about hospitality, restaurants and catering with information aimed to professionals with 18,000 unique users; Diario de gastronomía, media about cooking, product, wine, travel, trends, gourmet, art and gastronomy with 30,000 unique users; and Gastronomía y Cía., famous gastronomic media with 1,593,753 unique users.