INFORMATION AND PROMOTIONAL ACTION OF BUSH MEAT IN U.E.

This promotion and information action is very important from three perspectives:Social: Safeguarding hunting, which sustains the development of rural areas;Environmental: preservation of landscapes and environmental sustainability;Economic: generating commercial activity that will help in the success of the campaign.It will focus on the EU, Spain and France. In the former, through the production volume of game meat, and its potential for growth in domestic consumption, currently exporting 90% to central European countries; the latter, because of its high consumption levels (especially fresh game meat), being the recipient market of about 70% of Spanish exports, and also its influence on other EU countries, especially Belgium, Germany and the UK.The main objective of the campaign is strengthening the competitiveness of European game meat disseminating its benefits and intrinsic values, informing about the safety standards of the sector, health control, traceability, quality and authenticity of EU game meat.The communication strategy of the campaign should emphasize the main message of the campaign “European Game meat, Nature in its Purest State”.The objectives will be achieved in the Spanish market via communication tools providing information, generating awareness and a shift in the mind-set; for example, a press office will be set up and social networks will be reinforced with hedging activities on the final consumer, advertising space in magazines and online media will be purchased; also targeting professionals, commercials will be created professionally and information packs will be distributed B2B with relatable public figures and events.In France, the focus is on professionals with trade missions to production areas, targeted advertising activities in specialised press providing coverage and affinity with this public, presence at a main trade fair and actions at points of sale that will reinforce the main objective of the campaign.http://www.ternascodearagon.es/