BARCELONA GOLF NECK COLLAR & PR CAMPAIGN 

Torres are well known for their excellent value and popular entry level wines such as Sangre de Toro and Vina Sol, but when they wanted to increase awareness around their more premium Reserva range with ABC males aged 30+. From July to October 2012 Pico Communication put in place a campaign that ensured both exposure to and higher brand awareness amongst that demographic.

THE IDEA

Barcelona is the home of Torres wines and the city is known for its lively scene, its food and its sights. But it is also known for its excellent golf, so a partnership with Barcelona Golf was secured which enabled us to run a competition involving a trip to Barcelona that included entry to the four-day Catalonia International Golf Festival and a trip to the iconic winery afterwards.

THE STRATEGY

From this we targeted golf clubs around Ireland – havens of men over the age of 30 we think you’ll agree! – whereby various golf tournaments were sponsored by Torres with the Reserva wines given as prizes. Full branding was also secured at these events, such as on score cards, clubhouse POS, club and community circulars, etc. This provided the much needed ‘real life’ exposure and gravitas required to thoroughly associate Torres with the golfing scene in Ireland.

Full POS was designed and displayed on bottle necks of Torres wine bottles in every off licence in the country together with shelf talkers and posters in store for additional brand and campaign awareness. This was backed up by a comprehensive media campaign which covered various golfing magazines, online golfing sites and notably a double-page spread in the quarterly Irish Tatler Man magazine.

But in true Pico style it wasn’t just all about the consumer, and a focus was placed on the golf clubhouses of Ireland where new Torres listings were secured on the back of the awareness raised from their sponsorship at a local level. This ensured a lasting connection between the brand and those exposed to the brand – both trade and consumers – during the campaign.