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NEW NORMAL

won a prize! The photos following the purcha-
se at the wine outlet doubled the chances of
winning. The operation was the subject of a
huge communication plan: on posters, on so-
cial networks, in the press. In total, 200 Alsatian
producers took part in the operation, nearly
3,000 consumers sent their photos, and above
all, more than 30 million contacts on display
or on social networks, thus participating in the
perception and the image of a vineyard that
moves and gets closer to its audiences!
Example 3: in order to build on the need to

find meaning & to support the sector, CIVA has

finally launched a huge communication cam-
paign. With the signature “You too through
to cellars, CIVA has also launched a vast pro- your choices, support Alsatian winegrowers!
motional campaign called „L’Alsace Régale“. The idea of this campaign was to make con-
For 8 weeks, consumers could take a photo sumers and traders aware that through their
of the glass or bottle of Alsace wine they had choices they can also help support an entire
ordered in their restaurant, send it to a web- industry. Far from being a victim, this cam-
site to participate in a raffle allowing them to paign wanted to bring a positive, constructive

win very nice gifts: a hot air balloon fl ight over reading of the unique opportunity that this
the vineyard, a dinner in a starred restaurant, crisis brings to come closer to more meaning.
etc. In addition, each week, the professional The campaign featured dozens of winegro-
where he consumed or ordered his wine also wers, through their photo portraits embel-

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