Information and promotion campaign for European beer in China, Japan and South Korea

A programme on European beer, with qualified information and sales objectives (improve EU beer availability to consumers, improve consumers awareness about EU beer, increase EU beer export) addressed to trade professionals (local wholesalers and retailers active in beer/alcohol-trade related sectors) and beer consumers in China, Japan and South Korea.

The programme is comprised of activities aimed at consumers and professionals, which can be grouped into 5 groups:
- Actions for professionals include participation at trade fairs, sponsorship of events, study trips to Europe, B2B meetings aimed to affect perception and reinforce positioning of European beer products, to find new contacts, to present Programmes messages and showcase EU beer variety available;
- PR activities for consumers and professionals in the form of information articles in specialized and general press/online elaborating Programme messages;
- Actions aimed at final consumers at retail include tastings and in-store displays;
- Communication tools – promotional videos, publications, media kits, promotional merchandise, aimed to inform about Programme’s topics, perform reminder function to target audience (professionals and consumers), to increase attractiveness of presented information;
- Actions for consumers using electronic means channels (social media accounts, WEB creation, internet banners) allows 24/7 dissemination of the Programme messages in the market targeted, furthermore consumers can get the in-depth information and engage in conversation about the Programme products at the time most convenient for them.
 
The budget is 3.595.073 EUR and the programme would run for three years.