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Touch PR, the agency behind the first National Wine Month last May, is urging for pledges from the trade, in order for the 2012 campaign to go ahead.
The proposal is to run the 2012 National Wine Month in the last quarter of this year and drive positive consideration in the run up to Christmas and post The Olympics.
Initial plans for National Wine Month include a website, media relations activity, downloadable promotional tools, an education programme, social media and promotions, harnessing the trends and issues of the day.
Touch ran the marketing of the 2011 promotion last May as a trade based campaign that encouraged consumers to explore the category and ‘Make Time for Wine’.
“Last year we launched the industry’s first generic wine promotion and saw the long term potential for the industry to combine its strengths to mutual benefit, said Amanda Baiden, director of Touch PR.
“Whilst Ian Harris of WSET is unable to continue as the spiritual head, due to his work obligations, he is supportive of the initiative which we believe offers the industry a much needed boost in turbulent times.”
Baden says to date it has received pledges for around half of its fundraising total of £50,000, and wants to urge the industry to contact the agency and commit to the initiative so it can decide whether to go ahead.
“There is no minimum or maximum amount but contributions last year were between £2,000 and £10,000 depending on the size of the business.
“Supporters will be featured in all communications and wines supplied used in editorial and promotional activity,” she added.
Story by Carol Emmas
Courtesy of Harpers Wine & Spirit Trades Review