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) communication agency/ies in partnership with one (or more) media agency/ies, in order to finalize and optimize the creative expression of the concept “Wine is open”, already tested, to produce the variations based on the elements provided in the annex, and then to design and implement the rollout of the national campaign, mainly across digital channels and social networks. It shall have to finalize and optimize the creative expression of the concept “Wine is open”, already tested, the media strategy, and the arrangements enabling inter-trade organizations to take ownership of and amplify the campaign. People aged 25-45 constitute the campaign’s priority target group, with a particular challenge of generational renewal and reconnecting young adults with wine by helping to de-sacralize its universe and to bring to the fore new ways of consuming it. The campaign must also reach audiences who are less knowledgeable about or more distant from the wine universe, by prioritizing an accessible, contemporary approach while making AOCs desirable. Social networks, digital and influencer marketing must make it possible to reach these audiences in…

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