OLIVE OIL WORLD TOUR THIRD COUNTRIES: CHINA, TAIWAN JAPAN

Olive Oil World Tour Asia focuses on the markets of China, Taiwan and Japan, 3 countries of high interest for European olive oils, selected on the basis of 3 main factors: population, consumption pattern and inclination toward a healthier diet and European lifestyle. The objectives are related to increasing exports to these countries and consumer awareness, raising the value of the quality and differential characteristics of European olive oils compared to other options of a different origin, less healthy and cheaper vegetable–based fats. The consumer profile has economic, demographic and lifestyle characteristics that span cultural and national barriers, groups of buyers with similar interests and concerns in different countries. Our core target is a very representative segment, the local traveller. The strategy is to develop a popular and relevant campaign in airports and train stations, “nerve points” of concentration of our target audience in "captive moments", allowing effectively direct impact, in Beijing, Shanghai, Hong Kong, Tokyo and Taipei. We will segment our campaign to reach the target repeatedly through different points of contact, so that we take advantage of the base of memory formation of the first impact to improve the effectiveness of the subsequent ones. In this way, we will define the journey of the traveller, with activations of different typologies: spectacular outdoor billboards, insertions in inflight magazines, events, segmented online campaign, geofencing and social media. This media mix will be complemented by public relations actions and a microsite. The main message of the campaign is “Join the European healthy lifestyle. Let's make a tastier World”. With olive oils from Spain, the message is an invitation to join the European healthy lifestyle through the consumption of olive oils. In addition, we optimize the outreach of the campaign, achieving not only our market target of interest, but other international travellers, amplifying the message of the EU.