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D.O.P. Somontano

“Somontano, el cielo en la tierra”

 

 

Taking a cue from the essence of its etymology, the production area of Somontano covers the land “at the foot of the mountain”, on the plains of the Pyrenees in the province of Huesca, in the county that gives it its name.

 

The production area of the Somontano Designation of Origin is made up of three different zones: the ranges, the Somontano itself, and the plains. Its total area covers over 200,000 hectares, of which 100,000 are cultivated, and over 4,400 hectares of these with vineyards.

 

According to documents, in 500 BC grapevines were already being cultivated in the Ebro valley and in the 2nd century BC significant wine production was already underway in this area. One factor that has influenced the development of the cultivation of grapes and their sale was the settling of romans in the Somontano. They brought with them advanced grape producing and winemaking techniques.

 

In the middle ages, the cultivation of vineyards expanded to cover the entire province of Huesca. At the time, monasteries were an influential factor in the development of vineyards and were responsible for a marked increase in the planting of grapevines in their surroundings: wine, as a part of catholic rituals, was an essential product.

 

In the 19th century, the attack of phylloxera in French vineyards gave rise to an increase in wine production, sales, and exports in the county. And, during that century, the production of wine in Huesca was increasingly limited to the Somontano, thanks to the area’s specialization in production and the high quality of its wines.

 

In the 20th century, specifically in the 1960’s, the birth of the Somontano county cooperative of Sobrarbe, which brought together a large part of the grape producers in the region, paid testimony to the area’s commitment to quality grape production as an economic impetus in the area and represented the first steps towards the Somontano designation of origin, which would be approved in 1984. From that time, and especially since the 1990’s, the establishment of large business projects with sizable investments in the Somontano has placed Somontano wines among the best in the country.

 

Today, Somontano is seeing a historical time marked by the arrival of new wineries, the investment of capital, growth of production and sales, and recognition for the quality of its wines in some of the most prestigious specialized guidebooks and by the consumers themselves.

 

Its success is a consequence of all of this and of a joint effort by the grape producers, wineries and the regulatory council to offer wine lovers a unique, distinct product in which the land is more than an essential component, but also a first-rate tourist destination in itself.

 

The Somontano Designation of Origin has 15 grape varieties, both local and foreign, cultivated on over 4,000 hectares. These are the raw material from which excellent wines are made: Cabernet-sauvignon, Tempranillo, Red Grenache, Moristel, Merlot, Syrah, Parraleta, Chardonnay, Macabeo, Alcañón, Riesling, Pinot Noir, Gewürztraminer, White Grenache, and Sauvignon Blanc.

 

In the context of a very bad year 2020 for the wine sector in Spain, especially for the wineries most focused on the HORECA channel, the DOP Somontano asks us to work on a campaign to promote and reactivate the wine market of the DOP itself.

 

What were our goals:

  • To Increase the O.P. Notoriety: we are still little known and less seen. We must improve the D.O.P. knowledge, the wineries knowledge and our wines and the territory of Somontano in general.
  • To Differentiate ourselves from other DOs: to gain a competitive position from our values and from the territory, putting ourselves in value.
  • To Involve our target in the relationship with the D.O.P., the wineries and the territory, making them an active part of it.
  • To try that they internalize us as a clear option in the world of wine, ensuring that, at the moment of purchase, they choose one of our wines.
  • To enhance the territory, so that they visit us.

 

We have combined an offline TV campaign at national level, with a VOD Digital TV players campaign in those most strategic areas, and a Social Media campaign on Instagram and Facebook addressed to our different targets.

 

The campaign began on November the 1st and it is planned ti finish by December 15th.

 

You can see the spot on all DOP Somontano social media and on its YouTube channel.

 

Category

Advertising, Audio-visual, Digital, Marketing Strategy, Social Media

Tags
Adve, Digital, Social Media, Spot, TV, Wine