Wine & territoriality : MY PR communicates the evocative power of the territory of Duca di Salaparuta’s wines.

13/06/2013

MY PR strengthens the position of the three historic brands of the Group : Corvo, Florio e Duca di Salaparuta

Goal

The main goal of the media relation activity started for the benefit of the group Duca di Salaparuta, historic brand of  Sicilian enology, was to support its positioning conveying the distinctive features of the company (200 years of experience, innovation, unique knowledge of the Sicilian territory) 

Strategy and tools

MY PR managed the communication plan of Duca di Salaparuta, spokesman company of Sicily’s values, in all its aspects.
For the accreditation of brand, management and products of the wine group, the agency achieved a newly designed press kit, named Corvopedia, a real “brand encyclopedia” for providing easily accessible information to journalists and for  transporting them immediately in the world of historic wineries in Sicily.
The media relations activity’s kick off happened with the launch event of Terrae Dei wines, the result of years of researches and experimentations, held in the innovative and unusual environment of Milano Fuori Salone.
The project also provided various press trips for discovering the Sicilian territory, tasting at major publishing groups, a series of one-to-one interview with the mail local newspapers and a continuous and focused activity with  the local press in order to give visibility to the company’s initiatives in various Italian regions, such as Duca and Florio Gran Tour. All the initiatives have contributed to get to know and to appreciate the historic reality of Sicilian enology, and also the quality and main features of its wines, enhacing the value of the brand.

Results
Duca di Salaparuta obtained a significant and widespread media coverage (over 200 articles every year) of all the major newspapers and magazines both trade and consumer, as well as on major national television channels.