The Action Plan includes information and promotion measures in order to meet the objectives of the Programme. The measures include the creation of Electronic Material - project logo, website and internet advertising campaigns; Printed material - informational brochures, posters, folders; Exhibitions - Hong Kong International Wine & Spirits, Hofex Hong Kong, FHC China – Shangahi, Prodexpo  Moscow, Wolrd Food Moscow; Promotion Activities - wine tasting events during the exhibitions, information of consumers in points of sales/ liquor stores/ restaurants/ hotels, presentations in hotels/ restaurants; Public Relations - Wine Ambassadors, visits in production units, business missions in target countries; Advertising activities - publication of articles in Russia, publication of articles/ advertisements in China and press kits to target group participants.

The program is mixed and is strategically designed to combine information and promotion measures. The promotional activities support the information objective in order to implement an effective campaign, which will seek to meet the goals set out in European regulations.
The general and specific objectives of the programme are consistent with EU objectives and the means for their implementation is in accordance with the Regulations. The objectives will be achieved through a combination of targeted information and promotional activities using electronic and print media, participating in international exhibitions as well as through advertising,in order to achieve maximum publicity and thus to achieve a multiplier effect.
At the same time there will be specialized promotional and public relations in order to inform and familiarize directly the target groups with the products. The proposed actions are consistent with the needs arising in each target country. The messages also have a dual nature, and will be transmitted through all the actions during the implementation period.

 

The Action Plan includes information and promotion measures in order to meet the objectives of the Programme. The measures are briefly the following:

 

Electronic Material

• Logo

• Website

• Internet advertising

Printed material

• Informational brochures

• Posters

• Folders

Exhibitions

• HONG KONG INTERNATIONAL WINE & SPIRITS

• HOFEX HONG KONG

• FHC CHINA - SHANGAHI

• Prodexpo  Moscow

• Wolrd Food Moscow

Promotion Activities

• Wine tasting events during the exhibitions

• Information of consumers in points of sales/ liquor stores/ restaurants/ hotels

• Presentations in hotels/ restaurants

Public Relations

• Wine Ambassadors

• Visits in production units

• Business missions in target countries

Advertising activities

• Publication of articles in Russia

• Publication of articles/ advertisements in China

• Press kit

The “Wines from the South of Europe / Mediterranean Wines” campaign is uniting the strengths and advantages and the culture of wine producers in the South of Europe. In that region throughout the centuries, the moderate wine consumption is a key element to a dietary habit that contribute to better quality of life for those who adhere to it.
The campaign is aiming to increase the level and the quality of knowledge regarding the importance of wine nowadays. PDO / PGI wines produced in the specific wine regions have distinguished qualities and characteristics. Producing quality wines is an exciting experience and thousands of people involved in wine producing are motivated by that; wine culture and what it stands for is a modern way of living. Moderate and Responsible consumption is a key element of the modern way of living and wine is a fascinating experience to live.
This is the core features of the “Wines from the South of Europe / Mediterranean Wines” campaign which has been prepared in order to: a) achieve coherence between the measures included in the action plan and its objectives goals and the goals set in Regulation (EC) 1313/2008; b) a thorough and analytical market research has provide a solid ground and justification for the strategy defined. The target groups have been identified, as well the themes and key messages to be conveyed; the selection of mechanisms and techniques among the most effective means available has formulate a complete and systematic action plan that will produce specific and measurable results; d) objectives and corresponding strategy have been defined as a result of the analytical presentation of policies realized in European and national level enabling complementarity and synergies, reinforcing their impact effectively. Above all the “Wines from the South of Europe /Mediterranean Wines” strategy is clear and realistic and the proposing organizations have decided to commit their financial, technical and human resources in order to serve the common objective.

 

The Action Plan includes information and publicity measures, consistent with the objectives of the program. Measures are summarized as follows:

 

Digital and printed tools
Website
Social Networking
Brochures

Fairs & Exhibitions
Prowein (GE)
ANUGA (GE)
Vinitaly (IT)
Cibus (ΙΤ)
London Wine Fair (UK)

Awareness Campaign
Articles in specialized press and magazines
Italy
Germany
UK
Press reports
Italy
Germany
UK

Public Relations
Events / Presentations
Italy
Germany
UK
Visits in Wineries
Italy
Germany
UK

B2B Training
Food & wine workshops
Italy
Germany
UK

The Action Plan for this project also includes information and promotion measures in order to meet the objectives of the Programme. The measures include the creation of Electronic Material - project logo, website and internet advertising campaigns; Printed material - informational brochures, posters, folders, DVDs, wine region maps; Exhibitions – FHA Singapore, Wine for Asia Singapore, THAIFEX – World of food Asia Thailand, FOOD & HOTEL VIETNAM; Promotion Activities - wine tasting events during the exhibitions, information of consumers in points of sales/ liquor stores/ restaurants/ hotels, presentations in hotels/ restaurants; Public Relations - Wine Ambassadors, visits in production units, business missions in target countries; Advertising activities - publication of articles in Singapore, Thailand and Vietnam and press kits to target group participants.

The specific development and selection of project activities has been based on the strategic analysis of the target countries. The proposed activities fully meet the needs, objectives and priorities of the program in each case taking into account the laws and regulations of the target country.
Activities of the project have been selected based on specific target groups, taking into account their specific characteristics and therefore intended to attract them with a specialized and targeted approach.
Particular attention will be paid to a suitable timetable for the implementation of activities in order to have a coherence and long-term commitment that will be completed in order to provide a balance and coordination between all target countries and also for consistency between activities and objectives.

 

The Action Plan includes information and publicity measures, consistent with the objectives of the program. Measures are summarized as follows:

Electronic Materials
Website
Internet advertising
Printing and advertising
Decoration stand at exhibitions
Information brochures
Promotional DVD
Maps of wine regions
Posters
Flyers
Exhibitions
Singapore - FHA
Singapore - Wine for Asia
Bangkok THAIFEX - World of food Asia
Ho Chi Minh City - FOOD & HOTEL VIETNAM
Promotional activities
Promotional films Bulgarian PDO / PGI wines and wine regions in the networks broadcast / air target countries
Wine tasting events during the exhibition
Informing consumers in retail outlets / stores alcoholic beverages / restaurants / hotels
Presentations in hotels / restaurants
Public Relations
Ambassadors of wine
Visits to production units
Specials events for visitors
Business trips in target countries
Advertising activities
Publication of articles / ads in Singapore
Publication of articles / ads in Thailand
Publication of articles / ads in Vietnam
Preskit