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Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
Albarino NYC Restaurant Week Recap
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Albarino NYC Restaurant Week Recap

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Albarino NYC 2010 Restaurant Week Recap by Cornerstone Communications.

Albarino NYC 2010 Restaurant Week Recap by Cornerstone Communications.

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  • 1. “Discover Albariño” NYC Restaurant Promotion June 6-19, 2010Recap
    Presented by Cornerstone Communications
    July 2010
  • 2. TABLE OF CONTENTS
    Program Goals
    Program Overview
    Mechanics
    Tasting Table Partnership
    Advertising
    Social Media Initiatives
    Albariño Street Team
    Media Outreach
    Consumer Events
    Results
    Media Coverage
  • 3. Program Goals
  • 4. PROGRAM GOALS
    Amplify awareness-buildingof Rías Baixas Albariño
    Generate media coverage and consumer awareness in NYC area
    Entice potential Albariño drinkers with advertising campaign
    Increase and promote placements of Albariño wines on and off-premise
    Increase consumer sales of Albariño wines in the NYC area
    Leverage Grand Tasting event taking place during promotion
  • 5. Program Overview
  • 6. PROGRAM OVERVIEW
    Cornerstone Communications developed a two-week wine promotion program that gave New York City restaurants 4 options for participation:
    Lunch: for each glass of Albariño purchased, offer 1 free appetizer
    Happy Hour: for each glass of Albariño purchased at the bar, offer 1 free appetizer
    Dinner: offer a 15% discount on each bottle of Albariño purchased
    Create your own: Restaurant-specific special, approved by Agency
    Participating restaurants were required to feature US campaign Rías Baixas Albariño wines
    Agency provided restaurants with distributor contacts for each brand
  • 7. Mechanics
  • 8. MECHANICS
    Prior to the start of the program, Agency conducted staff trainings at participating restaurants to familiarize servers with Albariño and the details of the promotion
    Restaurants were encouraged to create and display a POS (point of sales) item on the Rías Baixas Albariño promotion during the two week period
    Restaurants distributed a promotional postcard to patrons
  • 9. MECHANICS
    Agency conducted “mystery shopper” restaurant visits to ensure promotion was being carried out successfully
    Servers who recommended the Albariño promotion to mystery shopper (member of Albariño team) were given a special extra $100 “tip”
    If server did not mention Albariño promotion, they were left with a “You missed a mystery shopper” card to remind them of the promotion; management was also contacted as a follow-up
  • 10. PARTICIPATING RESTAURANTS
    at Vermilion – contemporary Indian Latin fusion cuisine in Midtown East
    Bar Jamon – tapas and wine bar in Union Square
    Casa Mono – Chef Mario Batali’s Spanish tapas bar in Union Square
    Beacon – contemporary American cuisine in Midtown
    Boqueria Flatiron and BoqueriaSoHo – Spanish tapas restaurants created by Chef Seamus Mullen
    Casellula Café – cheese and wine bar located in Hell’s Kitchen
    El Porrón – recently opened tapas restaurant on Upper East Side
    La Fonda del Sol – 200+ seat Spanish restaurant and tapas bar in Grand Central Station
    Las Ramblas – tapas Bar in West Village
    Socarrat – paella restaurant in Chelsea
    Solera – tapas bar and Spanish restaurant in Midtown East
    TioPepe – tapas restaurant in West Village
    Vida – eclectic/global restaurant in Staten Island
    Yerba Buena Perry & Yerba Buena Avenue A – sister restaurants serving Latin fusion cuisine
    Total of 16 restaurants representing Spanish and international cuisines
  • 11. Tasting Table Partnership
  • 12. TASTING TABLE PARTNERSHIP
    Campaign partnered with Tasting Table* to launch & market the “Discover Albariño” promotional program
    Agency worked with Tasting Table team to create content for the campaign
    DiscoverAlbarino.com microsite
    Dedicated E-newsletter
    Visually striking advertisements
    *Tasting Table is a free daily email and website that delivers the best of food and drink culture to adventurous eaters everywhere. Tasting Table informs readers of the most interesting dining trends, the latest food luminaries and the best new wines, spirits and cocktails around the country.
  • 13. TASTING TABLE ADVERTISING
    NYC Dedicated Email - June 2, 2010
    Sponsored Email – June 2, 2010
    Weekend Menu Listing – June 3, 2010
    Sponsored NY Special email – June 7, 2010
    Sponsored Email – June 8, 2010
    Sponsored Email – June 16, 2010
    Social Media – Posts on Tasting Table Facebook & Twitter
    Cumulative Impressions: 889,139
    Cumulative Click through: 3,703
  • 14. MICROSITE: DISCOVERALBARINO.COM
    WEBSITE LIVE June 2-19, 2010
    Readers could forward promotion information to friends via email, Facebook and Twitter.
    Each participating restaurant was listed along with online reservation link.
  • 15. TASTING TABLE DEDICATED EMAIL
    JUNE 2, 2010
  • 16. TASTING TABLE DEDICATED EMAIL ACTUAL TEXT
  • 17. TASTING TABLE LISTINGS
  • 18. TASTING TABLE BANNER ADS
    AND PARTNER LISTING
  • 19. Tasting Table
    Weekend Menu Feature
    Continued…
  • 20. Tasting Table Weekend Menu Feature
    Actual Text
  • 21. Tasting Table Social Media OUTREACH
  • 22. Advertising
  • 23. Restaurant Week - Advertising
    Along with Tasting Table partnership, promotion included additional $10,000 in advertising with online and print publications
    Outlets:
    Time Out New York
    New York Magazine Online
    Grubstreet
    MenuPages
    Snooth
    Manhattan’s User Guide (MUG)
    Wines from Spain News
    Total impressions: 970,294
  • 24. Advertising Campaign Key Visuals
  • 25. Time Out New York – Print ad
    June 3-9, 2010 issue
  • 26. Snooth E-Newsletter
    June 4, 2010
  • 27. Snooth.com Leaderboard
    Online ad June 6-19, 2010
  • 28. New York Magazine GrubStreet
    June 5th – June 19th
  • 29. Manhattan User’s Guide E-Blast
    June 10th
    Actual Text
    Discover Albariño Wines Week(Sponsored Email)Introduce yourself to lively, refreshing Rías Baixas Albariño white wines during Discover Albariño Week, June 6th to June 19th. While you'll enjoy a glass of Albariño on its own, discover how food-friendly and versatile the wines are at restaurants all over town, such as Boqueria, Beacon, at Vermillion, and Yerba Buena, which will be offering special deals and pairings to showcase Albariño's vivacious charms.Share your Albariño eXperience and win! Savvy sippers can win an iPad or dinner for two at a participating restaurant by sharing their Albariño experiences. Simply include @riasbaixaswines in your Facebook status or tweet for a chance to win.Visit DiscoverAlbarino.com for information on participating restaurants and to make a reservation. Visit albarinofromspain.com for more information on giveaways and other consumer events.Raise a glass of Albariño to summer today!   Cheers!
  • 30. Experiential Marketing
  • 31. Discover Albariño Consumer Contest
    To promote “Discover Albariño” restaurants, consumers shared their Albariño experiences via Twitter or Facebook for a chance to win an Apple iPad
    Contest Goal: Increase awareness of restaurant week promotion and engage consumers via social media outlets
    Tactics
    Increase visibility through existing Facebook and Twitter accounts
    Promotional Postcard – inform consumers of contest details as well promote participating restaurants
    Albariño “Street Team”
    Create online and print advertising in tandem with “Discover Albariño” promotion
    Featured on front page of campaign website as well as Albariño from Spain blog
  • 32. Promotional Postcard - Front
  • 33. Consumer Promotional Postcard – Back
  • 34. Albariño Street Team
    Cornerstone hired and trained a “street team” to promote the “Discover Albariño” campaign
    Tactics
    Generate TV morning show coverage by creating a visual “splash” with Albariño t-shirts and signs
    Visit participating restaurants to film pairing tip videos for Rías Baixas Albariño Facebook page
    Interact with New Yorkers on the street, encouraging them to check out participating restaurants and enter consumer contest
    Outreach to key NYC hotels, encouraging concierge desks to recommend participating restaurants to tourists and take advantage of Albariño promotion
  • 35. Albariño Street Team Images
    Above: audience camera shots on ABC New’s
    Good Morning America
    Media Impressions: 5,230,000
    Above: audience camera shots on CBS News’
    Early Show
    Media Impressions: 3,223,328
    To Right: audience camera shots on NBC’s Today Show
    Media Impressions: 5,316,008
  • 36. Media Outreach
  • 37. Media Outreach
    Cornerstone Communications issued a media alert on promotion to local lifestyle outlets
    Press release with details on each restaurant as well as consumer competition was created by Agency
    Release included information on Grand Tasting event
    Distributed through MarketWire to key journalists with NYC market focus
    Agency conducted media lunches and dinners at participating restaurants during promotion
  • 38. Consumer events
    Albariño consumer tastings at local wine stores
    June 9th – Tinto Fino Wines, led by Enrique Abiega from Santiago Ruiz
    June 12th - September Wines
    June 18th – Astor Wine & Spirits
    Consumer wine classes
    June 10th – Albariño class at the Artisanal Cheese Center for 45 consumers
    Mariola Varona of Martin Codax, featured speaker
    June 14th - Albariño class at La Fonda del Sol for 35 consumers
    led by Wine Director Nicholas Nahigian (2009 trade trip attendee)
    June 14th - City Winery Tasting with Wine Educator WR Tish and Chef Harold Dieterle of PerillaRestaurant
  • 39. Consumer events
    Mariola Varona of Martin Codax at Artisanal Cheese Class
    Enrique Abiega of Santiago Ruiz with happy consumers at Tinto Fino tasting
    Consumers enjoying food and wine pairings by WR Tish and Chef Harold Dieterle at City Winey Event
  • 40. Results
  • 41. RESULTS
    A sampling of statistics from participating restaurants:
    Casa Mono & Bar Jamon
    $13,000 in Albariño sales during promotion
    Vida
    Added Albariño to list and add permanentlydue to high volume sales (restaurant did not previously carry Albariño)
    Socarrat
    Doubled Albariño sales during promotion
    Beacon
    Added 3 new Albariño wines to restaurant wine list
    La Fonda del Sol
    Featured 6 Albariño wines by the glass and bottle – ran promotion through entire month of June and July
  • 42. RESULTS
    Astor Wine & Spirits – over 3 (12 bottle) cases of Albariño sold over three hours in one evening
    September Wines & Spirits – 1 case of Albariño sold in two hour pouring time
    City Winery – sold out event with 50 wine enthusiasts
    Artisanal Cheese Center – sold out event with 50 wine enthusiasts
  • 43. Media Coverage
    *Total Impressions: 22,321,101
    *Actual impressions are higher as audience numbers for many placements were not available
  • 44. Restaurant Week – Media Impressions
  • 45. Morning show Television coverage
  • 46. The Village Voice “New York Bites” Newsletter
    June 2, 2010
  • 47. Beverage Media and New Jersey Beverage JournalJune 2010
  • 48. Examiner.com
    June 2, 2010
  • 49. Wined and Dined
    June 4, 2010
  • 50. John Mariani’s “Virtual Gourmet” Newsletter
    June 6, 2010
  • 51. Serge the Concierge.com
    June 7, 2010
  • 52. Food Wine Chickie Insider
    June 8, 2010
  • 53. Tinto FinoNewsletter
    June 9, 2010
    This early June weather is pretty dreary, yet somehow it doesn't seem so terrible for this mid week slump. Perhaps it is because today's gray skies, misty air, and warm chill are reminiscent of a typcial Galician day! Coincidentally enough, if you didn't know it, Denominación de Origen, Rias Baixas happens to be in town this week sharing their succulent Albariño wines! Ahem, and in effort of expressing terroir, it appears they have brought their weather along with them! wwwriasbaixaswines.com.
    TONIGHT from 6pm-8pm, we welcome special guest Enrique Abiega from Bodegas Santiago Ruíz in Galicia, who will be our conductor for the evening, leading our Wednesday tasting with a selection of his very enjoyable wines. Santiago Ruíz was established in 1892, and is located in the coastal O Rosal sub-zone of Rías Baixas. Despite its recent partnering with Bodegas Lan group in Rioja, it still remains a small, family operated winery. In fact, Rosa Ruíz, Santiago's daughter, is in charge of the daily operations and happy to receive guests to her property. The winery cultivates 94 acres of vineyards which are planted with Albariño, Treixadura and Loureiro, approximately 20% of which are sourced from local grape growers. This impressive estate is also home to a unique wine museum including an original 100 year old Galician kitchen; both of which are available for visits. As far as the wine making style, only free run juice is used and these wines undergo pre-fermentation maceration. Excitingly, in a Rias Baixas world of Albariño, the blending of these local grapes from small parcels in Santiago Ruiz´s wines, really leaves you to taste the delicate hues and herbal nuances of each varietal. This newly released Santiago Ruíz 2009 vintage just hit the shelves and it is delicious! Enrique will be pouring it heavily here TODAY along with the amazing value Lan Crianza 2005 from DOCa Rioja! Make the most of this rainy day and stop by!
  • 54. Vigna UvaVino
    June 11, 2010
  • 55. Eat and Greet
    June 14, 2010
  • 56. Majorie Ingall Blog
    June 15, 2010
  • 57. The Oenophile Blog
    June 15, 2010

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