OLIVE OIL WORLD TOUR INTERNAL MARKET EU: GERMANY, UNITED KINGDOM, BELGIUM, NETHERLANDS AND SPAIN

Olive Oil World Tour IM focuses on the markets of Germany, UK, Belgium, Netherlands & Spain, 5 countries of high interest for the European olive oil, selected on the basis of 3 main factors: population, consumption pattern and awareness toward a healthier diet and European lifestyle. The objectives are related to reserve the trend and the increase in imports and consumption of these countries and consumer awareness, putting in value the quality and differential characteristics of European olive oil compared to others origins and less healthy and cheaper vegetable fats. The consumer profile has economic, demographic and lifestyle characteristics crossing cultural and national barriers, groups of buyers with similar interests and concerns in different countries. Our core target is a very representative segment, the European traveller. The strategy is to develop a notorious and relevant campaign in airports and train stations, nerve points of concentration of our target audience in "captive moments", allowing to impact directly and effectively. We’ll segment our campaign to reach the target repeatedly through different points of contact, so that we take advantage of the base of memory of the first impact to improve the effectiveness of the next ones. In this way, we will define the journey of the traveller, with activations of different typologies: spectacular outdoor supports, insertions in inflight magazines, events, segmented online campaign, geofencing and SoMe. This media mix will be completed with public relations actions, bloggers and a microsite. The main message of the campaign, Join the European Healthy lifestyle. Let's make a tastier World. With Olive Oil(s) from Spain, it’s an invitation to join the European healthy lifestyle through the consumption of olive oil. In addition, we optimize the reach of the campaign, achieving not only our market target of interest, but other international travellers, amplifying the message of the EU. Budget: 5.890.336,83€