Capital spend for Côtes du Rhône

16 November, 2007

Inter Rhône is targeting Londoners with a £250,000 marketing push for Côtes du Rhône wines.

The one-month campaign

continues the Think Red, Think Côtes du Rhône message with two ads featuring the hippo and hedgehog illustrations from cartoonist Robert Thompson.

The ads will run in the London press and as six-sheet posters across the capital from Nov 19. The campaign is expected to reach 77 per cent of London ABC1 adults, according to Inter Rhône.

Olivier Legrand, UK export manager, said: "This is the start of a re orientation towards consumer advertising that will continue in 2008 and is the perfect time to support our below-the-line activities .




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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