ARGENTINA MAKES A SONG AND DANCE
Wines of Argentina is planning a marketing push that will combine both generic and brand-based promotional activity. The Wines with Rhythm' campaign, supported by 12 of Argentina's main producers, will take place this September. Focusing on the six major conurbations (London, Birmingham, Manchester, Glasgow, Cardiff and Bristol), the campaign will consist of samplings in city centres, a radio campaign on Capital Gold and press competitions in the cities' key newspapers. Campaign manager Jo Mason said: We will also be sponsoring local events throughout September. This regional approach will allow the trade, both independents and multiples, to take part. We are talking to the major chains to get their support to make September "Argentina Month".'
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