CIVB goes social with new winter ad campaign

By Jo Gilbert

Published: 06 November, 2017

Vins de Bordeaux is releasing a new ad campaign focused on digital formats and social media with the hope of engagining "younger" audiences.

Following the success of its campaign over the summer, the Bordeaux Wine Council (CIVB) is now launching a winter campaign in the run-up to Christmas.

This time round the focus will primarily target the council’s ‘core’ target market of 30-45 year olds with an interest in food and wine.

François Jumeau, CIVB director of marketing said the campaign will target websites which are frequently visited by age group and where they “obtain their information and inspiration”.

Titled ‘The more you look the more you discover’, a mix of high impact digital formats will be used, combined with animated pre-roll videos and native videos.

Marketing and reaching wider audiences is one of the four main missions of the CIVB, which was created by the French government in 1948.

According to the CIVB, the council currently has a 20% share of voice in the out of home category for wine advertising and figures from May to July 2017 show exports of Bordeaux wine to the UK have increased by 4% compared to 2016.

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