2016 German Riesling Weeks Project Brief for Partners
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1 2016 German Riesling Weeks Project Brief for Partners 2016 德国雷司令周项目说明书 March
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3 German Riesling Weeks Introduction What is German Riesling Weeks? The Riesling Weeks, organized by Wines of Germany, the German wine industry marketing organization, are German wine promotions in association with restaurants and wine retailers. The promotion aims to highlight to consumers the quality, versatility and food-matching capabilities of German Rieslings as well as other grape varieties at all price points. Objectives for German Riesling Weeks To enhance the awareness of Riesling and German wines through the comprehensive marketing campaign (online and offline) To encourage consumers first-trial of Riesling and German wines by providing highly value-for-money exclusive set menus in restaurants and wine bars, along with promotion activities at retailers To promote the paring of Riesling/German wine with both Western and Chinese cuisines; Include high-end Chinese restaurant as many as possible
4 2016 German Riesling Weeks More extensive coverage More core cities included Beijing Shanghai Guangzhou Shenzhen Chengdu(new) Hangzhou(new) More participants expected Core group: restaurants, wine bars in core cities; > 60 participants Satellite group: restaurants, wine bars, retailers in all cities in mainland China; > 200 participants Ideal promotion period for German wine Core group: July 8th 17th Satellite group: Any weeks of July
5 2016 German Riesling Weeks More integrated campaigns German Riesling Weeks - Dining Week - Wine Queen tour in China a series of tasting and educational events held by different wineries and importers in BJ &SH Sommelier s Recommendation co-organize wineparing events with top sommeliers in BJ & SH; feature them in the Riesling Weeks promotional video Riesling in the City Walk the German Riesling themed walk tour jointly designed and launched with local lifestyle social media, promoting German wine hotspots in SH
6 An influential and powerful online platform 2016 China Riesling Weeks will continues to team up with DiningCity to launch the online booking platform with functions of restaurant browsing, menu booking, promotion activities alerts, as well as introduction to German wine knowledge, etc. Example: 2015 Riesling Weeks
7 Easy steps & Free for all Last year, 54 Core group restaurants provided tailor made German Riesling/wine paring lunch/dinner and altogether received ~2500 bookings in ten days Always free to participate Free marketing, advertising and revenue increase for restaurant participants Free for restaurants to participate no participation fee or commission fee Easy steps to sign up Restaurants with two German wine labels listed are entitled to participate RieslingWeeks Design German Riesling or German wine pairing menu - Restaurant decide its own menu and German wine pairing (1 glass > 110ml) but have to agree on the following conditions Group A Lunch 98RMB / pp Each set includes 1 glass of Dinner 188RMB German Riesling / wine; Tentative / pp Restaurants are encouraged Group B Lunch 158RMB price / pp to provide additional byglass Dinner 288RMB / pp choices Restaurant submit Riesling Weeks Menu to the 24/7 online booking platform by Mid June 2015 Riesling Weeks participants (partial list)
8 Additional benefits for participants Best Restaurant & Best Menu Award Apart from free marketing and PR activities, Wines of Germany China Office also offers special prizes for winner restaurants of German Riesling Weeks. The prizes will be judged based on the quality of the wine pairing menu voted by our judge panel and real consumers. Best menu award (1 restaurant) Prize: Trip to German wine regions in March 2017 Best restaurant prize (10 restaurants) Prize: Wine tools provided by partners
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10 Highly integrated marketing campaigns Marketing and PR campaign run by Taste.ly Communications, leading agency for F&B marketing and communication. Through PR efforts, our media partners include food and wine, lifestyle, news and fashion media; both traditional and online media Advertisements on CityWeekend, SmartShanghai.com, other magazines, websites and various Social media accounts. Database marketing with DiningCity, z9h, vinehoo, 周末做啥 etc. KOL, E-PR and social media popular account cooperation. Over 10,000,000 targeted consumers reach through various channels last year! Sample of social and traditional media coverage from 2015 Riesling Weeks
11 Online campaigns to engage consumers in each corner of China Joint-promotion online retailers Last year, Wines of Germany liaised with the boutique online retailer Z9H.cn, and launched a high-end German Riesling special promotion. This campaign providing ~40 SKUs of German Rieslings/German wines with largest than ever discounts (up to 50%) bottles of high-end German Rieslings/German wines are sold during the promotion. Educational video released on hit social accounts to engage young consumers Last year, Penguin wine guide, one of the most popular wine and food social accounts in China produced a special German Riesling episode. This highly entertaining video vividly introduced basic knowledge of German wines and Riesling. It is reposted to all major video communities and the viewing rate surpassed 200,000. This year, Wines of Germany will work with different e-retailers of larger scale ( e.g. Tmall, JD.com, Yesmywine.) The 2016 Riesling Weeks will witness more cooperation with new media and mobile APPs.
12 A series of activities of high exposure Joining efforts with importers and media partners, ~ 40 diversified activities were held in multiple cities, ~10 with the presence of German wine princess last year Photos from 2015 Riesling Weeks events 2015/16 German Wine queen, Josefine Schlumberger Highlight of last year Riesling & Floriculture workshop and tasting with Park Hyatt <Le Vin> Magazine German Riesling VIP tasting Discover the Taste of Germany master class at Topwine China German Princess in Chinese Gardens master class and wine dinner with Aman summer palace Summer with Riesling master class <Wine in China> Magazine 20 German Rieslings blind tasting <Wine & Taste> Magazine Thai food V.S. German Riesling Diversified German Riesling master class with WINE100 <Drink&Food> magazine German Riesling master class What s new for 2016 The 2015/16 German wine queen will visit China and host a series of activities, like last year Besides tastings for professionals and connoisseurs, more interactive, events for a wider audience and entrylevel wine lovers will be held this summer
13 Part of our media outreach
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15 Any questions, please contact Ms. Jeuce Huang Project Director Phone Ms. Stacy Yin Project Manager Phone Ms. Ivy Tang Project Executive Phone *8002 Address: Suite 406, Kunyang International Plaza, 798 Zhao Jia Bang Rd, Xu Hui District, Shanghai, PR CHINA
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