Campagne de communication / achat média

The contract timeline is as follows: The total duration of the contract is a maximum of 2 years, commencing from the date the contract is notified to the contractor. While a specific start or end date is not provided, the program and plan of action are defined for the years 2027 and 2028. The contract includes a firm tranche for 2027 and a conditional tranche for 2028. The budget for 2028 is subject to reconfirmation and potential adjustments based on Inter Rhône's financial situation, the acquisition of a European Union subsidy for 2027 and 2028, and the validation of needs.

The core scope of work and statement of work summary for this tender involve a promotion program for USA 2027 & 2028, structured into four main lots.

Overall Strategic Choice: To forge partnerships with major retailers (specialist stores and/or high-end supermarkets) across different US States to directly reach consumers through in-store tastings, specifically following consumer events.

Core Deliverables and Statement of Work by Lot:

• Lot n°1: Communication Campaign / Media Buying (Côtes du Rhône)
• Objective: To conduct a communication campaign and media buying. This includes generating quantitative and qualitative media coverage for Côtes du Rhône wines, targeting consumers aged 21-39, encouraging media and influencers to share key messages, ensuring consistent coverage, diversifying media channels, anticipating media needs, and capturing the attention of opinion leaders.
• Lot n°2: Dedicated Consumer Events and Animation of Distribution Channels (Côtes du Rhône)
• Objective: To organize dedicated consumer events and animate distribution channels. Specific tasks include refining, challenging, and adapting the in-store tasting concept, suggesting retailers and cities/States with rationale, implementing an appropriate organizational structure (human resources and skills), coordinating and supervising subcontractors, recruiting partner retailers whose customer base aligns with the target audience, and organizing the in-store tastings.
• Lot n°3: Rhône in White (RIW - Rhône Valley Vineyards)
• Objective: To establish the Rhône Valley in the minds of American professionals as a significant white wine producing region. Deliverables include developing or adapting a creative and operational concept for "Rhône in White US 2027" with a strong educational dimension, recommending target cities with justification, and proposing two approaches: a single large-scale flagship event or multiple intimate events. Key performance indicators (KPIs) include reaching 80-100 trade professionals, 150-200 consumers, and tasting over 80 wines.
• Lot n°4: Press Relations (Côtes du Rhône & Côtes du Rhône Villages / Rhône Valley Vineyards)
• Objective: To leverage the press as an influence driver, identify key media outlets and influencers, tailor messaging, create a press calendar, cultivate a network of opinion leaders, journalists, and influencers, and develop high-quality, original, and viral content for local distribution. This includes a press office for Côtes du Rhône & Côtes du Rhône Villages and recruitment and press relations for Rhône Valley Vineyards.

General Reporting Obligations: The agency is required to provide a report for each action, detailing the number of participants and target qualifications, a list of wines, year-on-year results, budget breakdown, feedback from stakeholders, illustrative videos/photos, an analysis of strengths and weaknesses, recommendations for future actions, and lessons learned.