Tenders Are Invited For Advertising Consultancy Services – National Communication Campaign Aimed At Developing The Representations Of French Wine Under Designation Of Origin On The French Market

Advertising Consultancy Services – National Communication Campaign Aimed At Developing The Representations Of French Wine Under Designation Of Origin On The French Market. The Cniv Wishes To Select Select One (Or More) Communication Agency(Ies) In Partnership With One (Or More) Media Agency(Ies), To Finalize And Optimize The Creative Expression Of The “Wine Is Open” Concept, Already Tested, Produce The Variations Based On The Elements Provided In The Appendix, Then Design And Implement The Deployment Of The National Campaign, Mainly On Digital Channels And Social Networks. It Will Have To Finalize And Optimize The Creative Expression Of The “Wine Is Open” Concept, Already Tested, The Media Strategy, And The Modalities Allowing Inter-Professional Groups To Take Ownership And Amplify The Campaign. 25-45 Year Olds Constitute The Priority Target Of The Campaign, With A Particular Challenge Of Generational Renewal And Reconnection Of Young Adults To Wine By Helping To Desacralize Its World And Bring About New Ways Of Consuming It. The Campaign Must Also Reach Audiences Who Are Less Knowledgeable Or More Distant From The World Of Wine, By Favoring An Accessible And Contemporary Approach, While Making Aocs Desirable. Social Networks, Digital And Influence Should Make It Possible To Seek Out These Audiences In Their Uses And Interests, Beyond Just Wine Lovers. Finally, The System Must Maintain A National Scope, While Allowing Variations And Amplifications Adapted To The Different Wine-Growing Regions. For This Campaign, The Cniv Is Considering Both Traditional And Specialized Media, Vectors Of Image And Trust, And Also Digital Communication, More Affinity, Reactive And Measurable To Work On Visibility And Perception Among Targets. Influence Will Also Make It Possible To Reach More Closely The Communities To Which Its Targets Belong.