BORDEUS

Description

In 2019, the Conseil Interprofessionnel du Vin de Bordeaux ("CIVB") and the Deutsches Weininstitut ("DWI") launched a joint promotion program in the U.S.A. to increase consumption and build awareness of the merits of their Wines (i.e. image attributes) among members of the trade, the media and consumers in six target U.S. states (California, Oregon, Nevada, Florida, South Caroline, Georgia). This program is scheduled to end on December 31, 2022 ("BORDEUS-1 program"). The present call for tenders ("the BORDEUS-2 Program") seeks to build on the BORDEUS-1 program"s achievements, namely, to continue building awareness and improving perception (awareness of the merits) in order to increase consumption of the Wines among target U.S. consumers. The BORDEUS-2 Program aims to identify providers of the following services in the United States of America: - Lot 1 - Digital Marketing and Advertising - Lot 2 - Tasting Events - Lot 3 - Restaurant Weeks - Lot 4 -Point-of-sale ("POS") Promotions The Services within the BORDEUS-2 program will be rendered within the framework of a three-year joint promotion program in support of wines with a designation of origin from the vineyards of Germany and Bordeaux. Lot 1: Digital Marketing & Advertising OBJECTIVES: Digital Marketing: Engage with Target Consumers to increase awareness of the wines origin and merits with a designation of origin from the vineyards of Germany and Bordeaux (collectively referred to as the "Wines") Advertising: Increase awareness of the Wines" origin and merits and of the Program"s activities among Target Consumers ACTIVITY DESCRIPTION: Digital Marketing - Website: Slight design update of the Clink Different website as per the new Clink Different campaign visuals, one-time content updates (sections dedicated to PDO production standards and to sustainability practices, to food pairings), as well as regular content updates (articles, events calendar and map), SEO and maintenance. - Social Media Activation: Social media editorial line, post production and management of the Clink Different Facebook and Instagram accounts, reposting of vineyard posts - Social Influencer Collaborations: Thematic collaborations (Summer & Fall) and collaborations to promote Events (Lot 2) and Restaurant Tastings (Lot 3) - Social influencer trips to the Partner regions: Organizing 3 social influencer trips per year (about 3 persons/trip) in the first and second years of the Program (Y1 and Y2) to give them a chance to discover the wine producing regions of Germany and Bordeaux, to better understand to what they owe their quality, and therefore produce more engaging content within the framework of collaborations to support Events (Lot 2). Advertising - Social media: Ad boosting of social media posts - Online advertising campaigns (social media and online media partnerships with sites such as Eater or Time Out, for example) in support of Events (Lot 2), Restaurant Tastings (Lot 3) and POS Promotions/Tastings (Lot 4). - Outdoor display campaigns in support of Restaurant Tastings (Lot 3), to drive traffic to the participating restaurants. - Production of advertising assets (online, outdoor, etc.), such as banners, snack videos, billboard posters DETAILS: - Website: design upgrade, annual editorial calendar, content updates, SEO and maintenance - Social media activation: annual editorial calendar, production and distribution of posts - Content creation for on-going website and social media activation and tactical digital campaigns - Social influencer collaborations: Recruitment, content development, implementation - Social Influencer trips (Y1 and Y2): organization (recruitment, coordination), cost of transportation to and from the Partner regions Travel and expenses (accommodations, local transport, restaurants, guide, and other miscellaneous costs incurred during influencer trips, for instance) are covered by a separate budget and need not be taken into account in the proposed Digital and Advertising plan. - Advertising campaigns: 3-year media strategy, media plans, media buying - Advertising assets: Conception, production and delivery - Submitting final activity reports (one for Digital activation, another for advertising), including key output and performance indicators, key learnings and recommendations for the following year. - Participation in bi-annual team meetings. Lot 2: Tasting Events OBJECTIVE: Engage with Target Consumers to generate awareness of the Wines" origins. Generate product trial among Target Consumers to generate consideration and conversion to purchase. Increase consideration and conversion among Target Consumers with engaging content. ACTIVITY DESCRIPTION: Organization of a Clink Different booth during key wine or wine and food festivals held in the Target States, where consumers will be able to taste the Wines poured by trained personnel who will deliver the Program"s key messages (along with communication material and activities offered at the booth). The Program includes at least 3 festivals in the first year (Y1) and at least 6 festivals in each of Y2 and Y3. Overall, the average duration of festivals should be about 3 days/festival. Production of promotional material (goodies) for festival consumer contacts. DETAILS: - Sponsorship of consumer festivals - Booth design, booth production, equipment - Serving staff, photographer - Wines - Logistics - Promotional material (goodies): Conception, production and delivery - Submitting an annual activity report, including key output and performance indicators, key learnings and recommendations for the following year. - Participating in bi-annual team meetings. Lot 3: Restaurant Weeks OBJECTIVE: Engage with Target Consumers to generate awareness of the Wines" origins Generate product trial among Target Consumers to generate consideration and conversion to purchase ACTIVITY DESCRIPTION: Organisation of tastings in trendy restaurants and wine bars in 3 cities (1 per Target State), ideally at least 1 week of tastings per city per year. This includes the production of tasting kits provided to each participating restaurant, if deemed relevant. DETAILS: - Organization, including identification of restaurants to target, negotiating partnerships with restaurants, sending restaurant kits, supervising implementation in each restaurant, logistics - Production and delivery of tasting kits, if deemed relevant (ex: mixologist kit, ice buckets, bottle glorifiers, aprons, corkscrews) - Submitting an annual activity report, including key output and performance indicators, key learnings and recommendations for the following year. - Participating in bi-annual team meetings Lot 4: POS Promotions OBJECTIVE: Generate product trial among Target Consumers to generate conversion to purchase Engage with Target Consumers to generate awareness of the Wines" origins ACTIVITY DESCRIPTION: Two waves of tasting days per year (one in the Spring, another in the Fall), in 100 liquor stores and wine shops per Target State, for a total of about 5 tasting days per store, to increase consideration and purchase among the Program"s Target Consumers. DETAILS: - Organization: Negotiating with stores, preparing the tasting schedules, training/coordinating with serving staff, delivering POS material, reporting - Expenses: travel to stores for negotiations, monitoring and reporting; tasting supplies, including COVID sanitary equipment, if and when necessary - Logistics: storing and shipping POS to all stores - Submitting an annual activity report, including key output and performance indicators, key learnings and recommendations for the following year. - Participating in bi-annual team meetings