Wines from Rioja makes bid for thirty-something market

Wednesday, 27 August 2008

Wines from Rioja is making a bid to target young professionals with the launch of a high profile advertising campaign.

The ‘Talk Rioja' campaign will break at the beginning of September and include national print and outdoor advertising plus adverts printed on the sides of London buses. Press adverts will run in titles including Guardian Weekend, The Independent, Observer Magazine, The Times Magazine, London Lite, GQ, Red and Grazia.

Wines from Rioja says it intends to target 25 - 44 year-olds with the campaign, which will run for two weeks. The creative, designed by integrated agency Space, features the work of award-winning typographer Alison Carmichael, in the form of an illustration of two glasses of wine made up of words a group of friends might use in a conversation.

Lisa Paton, senior account director of Wines from Rioja, says: "With a bold, moder colour scheme, the ‘Talk Rioja' campaign places Rioja at the heart of social drinking occasions for thirty- somethings, showing them that red, white and rosé wines from Spain's iconic wine region offer a contemporary alternative to New World wines both at home and in the on-trade."