OLIVE OIL WORLD TOUR THIRD COUNTRIES: U.S.A

Olive Oil World Tour USA focuses on the USA market, selected on the basis of 3 main factors: population, consumption pattern and a tendency toward a healthier diet and European lifestyle. The objectives are related to increasing imports in the USA and boosting consumer awareness, putting value in the quality and differential characteristics of European olive oils, compared to other origins and less healthy and cheaper vegetable fats. The consumer profile has economic, demographic and lifestyle characteristics going beyond 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, ports and train stations – key points of concentration of our target audience in "captive moments", allowing for direct and effective impact on the markets of New York, Chicago, L.A., San Francisco and Miami. We intend to segment our campaign in order to reach the target repeatedly through different points of contact, so that we can capitalise on forging a first memory so as to increase the effectiveness of the next ones. In this way, we will define the journey of the traveller, with activations of various types; spectacular outdoor billboards, consumer events, online and geofencing campaign, and SoMe. This media mix will be complemented by PR activities, blogger engagement 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 works as an invitation to join the European healthy lifestyle through the consumption of olive oil. In addition, we end up with an optimised outreach of the campaign, achieving not only our market target of interest, but other international travellers, amplifying the EU message.Budget: 5.919.195,92€http://www.aceitesdeolivadeespana.com