Campagne nationale de communication visant à faire évoluer les représentations du vin français sous appellation d'origine sur le marché français

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The CNIV wishes to select one (or more) communications agency(ies) in partnership with one (or more) media agency(ies), in order to finalize and optimize the creative expression of the concept “Le Vin est ouvert” (“Wine is open”), which has already been tested, produce its variations based on the elements provided in the annex, and then design and implement the rollout of the national campaign, mainly across digital channels and social networks. It will have to finalize and optimize the creative expression of the concept “Le Vin est ouvert”, which has already been tested, the media strategy, and the terms and conditions that will enable the trade associations to take ownership of the campaign and amplify it. The 25–45 age group is the campaign’s priority target, with a particular challenge of generational renewal and reconnecting young adults with wine by helping to de-sacralize its universe and bring to light new ways to consume it. The campaign will also need to reach audiences who are less knowledgeable about wine or more distant from the world of wine, by prioritizing an accessible and contemporary approach, while making AOCs desirable. Social networks, digital and…

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