Côtes du Rhône Wine Region Debuts First U.S. Advertising Campaign
NEW YORK-(Business Wire)-September 10, 2009 - Inter-Rhône is pleased to announce the debut of a consumer advertising campaign this fall: “Côtes du Rhône: Always Right.” The campaign is the first from the region to run in the United States and will be featured in print publications in addition to out-of-home executions in the New York market.
The campaign’s main goal is to increase spontaneous awareness of Côtes du Rhône wines by U.S. consumers. “The U.S. is the second biggest market worldwide for Côtes du Rhône wines. Given the growing popularity of wine among American consumers in general, we thought the time was right to launch our first campaign,” said Oriane Beloud, Export Marketing Manager for Inter-Rhône, the Avignon-based trade association responsible for marketing the region’s wines worldwide. “Our efforts are dedicated to increasing consumption in the U.S. market, a growth area, where the population doesn’t require as much education as an emerging market like Asia. At the same time, we are reinforcing recognition of the names of the various A.O.C.s in the region to help encourage recall in the Rhône section at the retail level.”
The campaign, “Côtes du Rhône: Always Right,” reflects the versatility of wines from this famed region which encompasses more than 191,750 acres of vines and 6,000 growers in the southeast of France. Côtes du Rhône wines are noted for their incomparable quality and wide range is styles, offering choices for causal or formal situations at a variety of price points. The campaign is unlike any other in the wine industry, where the practice has been to lure consumers with picturesque images of vineyards or scenes of people in social settings. The ads feature a variety of simple cues showcasing the versatility of Côtes du Rhône wines, wines for every taste and every occasion, which consumers can identify with when making decisions about wine pairings.
Created by ArnoldNYC, the campaign will appear nationally in publications including Real Simple, Food & Wine, Fortune, Wine Spectator and Wine Enthusiast. The campaign also will run in major regional markets in print on the East Coast including New York, Chicago, Boston, and Washington D.C. In New York the campaign will be featured on the Metro North & Long Island Rail Road on interior car cards and platform posters. Wildpostings also will be featured city-wide. “Côtes du Rhône is one of the most versatile and unique wines on the market. We’re excited to bring Côtes du Rhône to life in a new campaign that mirrors the fantastic qualities of the wine,” said Lynn Power, President of ArnoldNYC. “To see Côtes du Rhône make a statement to regain their rightful popularity in the U.S. market is fantastic.”
About Côtes du Rhône
Côtes du Rhône is the second largest Appellation d’Origine Contrôlée (A.O.C.) in France with over 6,000 wine grape growers. Located along the Rhône River between Lyon and Avignon, Côtes du Rhône wines are widely available in the U.S. and offer diversity and value. A fruit forward and spicy taste profile that pairs well with meals is indicative of Côtes du Rhône wines. www.cotesdurhone.us
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