A new marketing year has started for VI.P, the Val Venosta Cooperatives Association (South Tyrol), and the new strategy expected to be particularly wide and full of initiatives, not only in Italy but also in new markets. Increased awareness for the Val Venosta brand and reinforcement of the values associated with it: these are the main goals of the new marketing strategy just started, which mainly consist of three TV commercials for Italy, Spain and North Africa with the Middle East. The TV and media campaign in Italy will be supported by two contests to win a vacation in South Tyrol and other prizes for the second range apple “Amélie”. Also, in-store promotions will be carried out in March and April. In Spain too the TV and media campaign will be supported by promotional campaign especially in the wholesale markets of Madrid, Barcelona, Valencia, Siviglia and Bilbao with tastings and distribution of branded gadgets and in supermarkets, where also a contest to win a vacation in South Tyrol will be promoted.
But this year special attention will be paid to North Africa and the Middle East, a growing market for VI.P, to strengthen the brand awareness among consumers and enhance the relationship with the trade. A major program of investment in advertising will be allocated, including the launch of a new television commercial: viewers are immersed in the nature and purity of the Val Venosta valley, with the sun and crystal clear waters, and the ladybug, the enemy of pests and guardian of apples. This natural environment gives origin to the final product of high quality, healthy and outstanding flavor. The satellite channel MBC 1 will broadcast the commercial in all Arabic countries. Furthermore, for trading partners activities for promotion of sales are planned in retail chains, including tastings and the provision of material for the construction of retail outlets; for consumers, sending of information brochures as well as gadgets to push the purchase.