Bodegas Gandia, the Spanish winery based in the Utiel-Requena region near Valencia, has taken the unusual step of launching its new advertising campaign online before beginning TV spots later in the month.
The campaign for the group's Castillo de Liria brand, a DO Valencia wine, went online earlier today on the company's website, and was created by the Tropp agency to support the highlight the improvements in quality and packaging introduced by Gandia for the wine.
The web allows Gandia to reach an even wider audience with its ads -which will be aired on TV in Valencia, the Canary Islands and the Balearic Islands only - and also to receive feedback, comments and suggestions about the adverts.
"The decision to present our new campaign on the Internet before launching it on television was taken in response to the need for more direct communication with consumers throughout the world," the winery's marketing and development director Javier Gandia told Europa Press.
"We wanted to ensure that everyone who enjoys our wines, wherever in the world they may be, was able to receive the message we sent to them at the same time. This has been the strength of our company - the ability to reach markets and consumers anywhere in the world."
Castillo de Liria is sold in more than 50 countries worldwide, and has grown from simple roots. When the first 1,000 bottles were produced in 1971, it was a wine created for everyday consumption by the Gandia family but it has since been transformed into the archetypal modern Spanish wine - fresh and fruity, from an up-and-coming region and using typical Valencia grape varieties. It now sells more than 12 million bottles worldwide of the red, white, rose and semi-sweet white wine, making Gandia one of Spain's leading export wineries.
The company, which was established in 1885, also produces Hoya de Cadenas, an Estate reserve wine which is a blend of Tempranillo and Garnacha, as well as the Marques de Chive crianza (also Tempranillo) and a range of varietals under the Gandia-Hoya Valley name.