FOCUS PR APPOINTED BY WINES OF ARGENTINA

Published: 23 July, 2008

London-based Focus PR has been appointed by Wines of Argentina to develop its generic PR campaign in the UK. Bernardo Hoffmann, marketing manager of Wines of Argentina, said: We are very pleased to be working with Focus PR, and we look forward to a year that will see Wines of Argentina strengthen its presence in the UK. The UK campaign, which will be targeted at both the trade and consumers, will aim to grow the listings of Argentine wines, and to heighten consumers' awareness of the quality and range.' Elements of the campaign will include, among other initiatives, the creation of an agents' committee; targeted informal tastings for trade journalists and wine writers; organisation of press trips to Argentina; and ongoing liaison with members of the media and the wine trade. The Focus PR team will be Hilary Meacham, Sara Balme, Lucila Zambrano, Kate Fairclough and Sylvia Palamoudian. The office officially opened on 1 February. Julian Orti, export manager at Argentinian winery Trapiche, commented: 2005 is the key opportunity to launch a strong and aggressive Argentinian campaign in the UK. We look forward to working with Focus PR to create awareness of the fantastic wines, opportunities and culture that Argentina has to offer.'

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