Patrice Tanaka to Represent Spanish Wines
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Patrice Tanaka to Represent Spanish Wines

Patrice Tanaka & Company has been awarded a four-year, $1.2 million per annum integrated brand marketing assignment for the Rioja wine region of Spain.

Paul Holmes

NEW YORK—Patrice Tanaka & Company has been awarded a four-year, $1.2 million per annum integrated brand marketing assignment for the Rioja wine region of Spain.Located in north central Spain, south of the city of Bilbao, Rioja is Spain’s most recognized wine region.

The campaign is being funded by the Consejo Regulador de la Denominación de Origen Calificada Rioja located in the city of Logroño, the region’s political and commercial capital, in conjunction with Wines from Spain, a promotional division of the Trade Commission of Spain in New York. The Consejo Regulador represents more than 1,400 wineries and almost 20,000 growers of grapes.

According to Thomas Perry, managing director of the Rioja Wine Exporters’ Group and coordinator of the Consejo’s international marketing activities in Logroño, and Katrin Naelapaa, director of Wines from Spain in the U.S.:  “We chose PT&Co. because of its creative and strategic approach to branding, particularly with Wines from Rioja campaign target demographic groups, including Baby Boomers, Gen X and Gen Y audiences, considered key to the continued growth of Rioja wines in the overcrowded U.S. wine market.”  

The account review for Wines from Spain’s largest regional wine marketing campaign included PR agencies ranging from boutique shops to global firms.

PT&Co.’s integrated brand marketing campaign for Wines from Rioja will be interdisciplinary and include:  traditional public relations; special events; “product seeding” among key influencers; on- and off-premise promotions; Internet marketing and advertising.

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