THE FOURTH GENERATION TELLS ABOUT CAVAZZA REBRANDING
On November 28, we held a press lunch to present the new rebranding project of the Cavazza company.
BRIEF
The event took place from 15 to 17 June in the splendid Orsini Fortress in Sorano, in the heart of the Tuscan Maremma in the province of Grosseto. Organised by the Consortium for the Protection of Wines of the Tuscan Maremma, with which we have been working for over eight years, the event – aimed at operators and wine lovers – was born from the synergy between the Consortium itself, Ciliegiolo Academy, Ciliegiolo d’Italia and FISAR Delegazione Colline Maremmane, while the organising agency was MExTE Eventi. The aim: to put the spotlight on Ciliegiolo, an indigenous grape variety that is currently experiencing a moment of rediscovery.
ACTIVITIES
Zed_Comm was in charge of selecting the Italian and foreign press and managing them on site, in particular during the exclusive press preview on 15 June, before the event opened its doors to the public and operators over the following days. This involved inviting and reminding journalists, producing all the press material, managing the logistics for the twenty guests invited by the Consortium, organising travel and theme dinners where numerous denominations were tasted. We also produced several press releases to announce the event in the local press and Tuscan daily newspapers, as well as in the national trade press, with the aim of increasing attendance at the event. We also handled the social communication through the official channels of the Consortium.
OUTCOMES
The event was attended by some of the most important publications in the sector (Italian and European) and a few content creators selected together with the organisers. Guests were able to attend a dinner on the 14th at the famous Il Caveau restaurant in Pitigliano, visit the characteristic Borghi del Tufo, take part in a technical tasting on the Saturday and attend a masterclass given by the great French wine expert Christian Roger. The best pure Ciliegiolo labels from the Tuscan Maremma will be tasted, of course, but also from other areas of Tuscany and the whole of Italy, such as Umbria, Liguria, Marche and Emilia Romagna, which the press will tell their readers about.