“Here wine is drunk and lived”. Following this maxim and with the aim of highlighting a more experiential wine tourism, this morning was presented at the Hostal dos Reis Católicos the campaign “Soul, Heart and Wine” of Enoturismo Galicia, the umbrella brand under which groups the wine tourism offer of the five routes of Galician wine.
The campaign arises from the question of what differentiates wine tourism in Galicia from what can be enjoyed in other parts of Spain or the world. The landscapes of the wine, the details in each element, from the elaboration to the bottle, the search for quality and the delicate balance between tradition and innovation, without forgetting all the tangible and intangible heritage that surrounds the wine culture in a territory that groups five denominations of wine origin are some of the elements in which this campaign revolves, which will allow to begin to increase the visibility of the brand Enoturismo Galicia, created three years ago within the competition of ideas for associates of the Cluster Tourism of Galicia.
Brand that generates synergies
Promoted by the five wine routes in collaboration with the Galician Tourism Cluster and with Galician Tourism, Enoturismo Galicia is an umbrella brand under which the enotourist offer of the five Galician wine routes is grouped: Rías Baixas, Ribeiro, Valdeorras, Ribeira Sacra and Monterrei. The aim of the initiative, which was presented at the 2017 edition of Fitur, is to adopt a common strategy for the Wine Routes that will allow the territory’s wine heritage to be known jointly, promoting enotourism and enogastronomy, especially with a view to the outside world, as well as generating synergies between the five routes.
This was, in fact, one of the aspects highlighted by the secretary of the Galician Tourism Cluster, Cesáreo Pardal, who stressed the need to establish more points of contact between two sectors as strong as tourism and wine. “Wine tourism generates more and more interest among travellers, who are looking not only to enjoy accommodation, a wine or a landscape, but also to know where this wine comes from, how it is made and where, to live a more complete experience”, explained Pardal, who highlighted the interest that this segment has for the Galician tourism sector, due to its great capacity for deseasonalisation and attraction of quality tourism.
On and off line campaign
The campaign inviting people to enjoy the culture of wine in Galicia will be developed mainly through online television channels, although it can also be seen on TVG, through a conventional spot campaign and a sponsorship, as well as on the different websites and channels of Youtube de Enoturismo Galicia and the Wine Routes, in addition to those of the Cluster Turismo de Galicia itself. In addition, the campaign will be supported by its own social networks and the Routes with the aim of generating greater impact in one of the months traditionally most linked to the enjoyment of wine tourism as is the month of September.