SAVOR QUALITY FROM EUROPE

This three-year promotional campaign is developed by the Consorzio Vino Nobile di Montepulciano and APOT, with the goal of enhancing awareness and appreciation of European Union (EU) quality schemes, focusing on Nobile di Montepulciano wine and Italian olive oil. The campaign targets the markets of the USA and Canada, leveraging the insights and successes of previous EU quality product campaigns to deepen market penetration and consumer recognition in these significant regions.
The primary objective of this initiative is to elevate the understanding of both consumers and professional operators regarding the unique attributes and production integrity guaranteed by the PDO and other EU certifications. The main audience includes end consumers, complemented by targeted engagement with stakeholders such as distributors, Ho.Re.Ca. professionals, retail operators, chefs, sommeliers, food experts, journalists, and influencers.
The strategic approach encompasses educating and informing audiences through comprehensive materials and activities that underscore the rigorous standards, heritage, and craftsmanship behind the production of Nobile di Montepulciano wine and Italian olive oil. A key focus is to differentiate these certified products from non-certified counterparts, emphasizing their superior quality and authenticity, strictly maintained under EU regulations.
Communication efforts include coordinated public relations initiatives to develop media relations and disseminate the campaign’s messages widely. This is supported by the maintenance of a dedicated webpage and active social media engagement for ongoing and interactive consumer education. Additionally, the organization of bespoke events like tastings and workshops in each target country aim to directly engage with key audiences.
The campaign seeks not only to educate and inform but also to inspire a deeper appreciation and demand for Nobile di Montepulciano wine and Italian olive oil, supporting the broader objecti