We will do that in 2018

"Rheinhessen. The wines of the winemakers. "Is the basis of all information about the wine region Rheinhessen. The vintners stand for the competence of Rheinhessen in matters of wine; they are the ambassadors for the profiling of the growing area.

The basic concept from the year 1991 was last revised in the year 2006 in principle and supplemented in the year 2007 by the new Rhinehessen mark. The communication for the Rheinhessen wine was thus placed on a broader platform, which made it possible to include wine tourism content. On this platform, the new motifs were incorporated into the campaign. In 2015, the information campaign was expanded in terms of design and content with the subject of the protected designation of origin Rheinhessen and was presented in the new design in 2016.

The promotion concept shows that a large part of the budget is used in media advertising.

In addition to this focus, the themes of the campaign will also be implemented in the other areas, especially in the events.

The activities with the gastronomy in Rheinhessen are of great importance. The Rheinhessen Mediatheque will be further expanded. The relaunch of rheinhessen.de for use in mobile devices was realized in 2015 and then further expanded. It is to be enriched in 2018 with moving image content. Since 50% of the users already access the site via mobile devices, the optimization of this clientele is of particular importance. The english version of rheinhessen.de should also be realized in 2018. The Facebook page is to win more fans for Rheinhessen. The Rheinhessen blog went online in 2017.

The activities of the community programs of the Rheinhessen wine industry (RS Rheinhessen Silvaner / Selection Rheinhessen) will continue in 2018 in the consulting ring "RS-Selection Rheinhessen eV"

The subsidiary Winzerservice Rheinhessen GmbH organizes the production of special products (chutney, mustard, noodles, pesto & Co.); the distribution takes place over the Rheinhessenwein eV

On the basis of the study "Winegrowing Experience Rheinhessen" and the new LEADER-LILE concept "Zukunftsregion Rheinhessen - authentic, enjoyable, sustainable" of the LAG Rheinhessen, Rheinhessenwein eV is also committed to the wine tourism community projects in this EU funding period. The LAG Rheinhessen covers a large part of the Rhenish Hessian rural communities.

At the time of submission of this promotion program, Rheinhessenwein eV is again planning extensive information measures by means of a subsidy through the support program for the wine sector. The central element is the emphasis on the protected designation of origin Rheinhessen as part of the information campaign "Rheinhessen. The wines of the winemakers. "The perception of the information about the Rhine-Hesse PDO can again receive a strong impulse through this EU funding.

1. General conditions, analyzes, strategies

The development of the mission statement for Rheinhessenwein eV in 2005 laid the foundation for the currently valid communication concept, which has been implemented since 2006 in the campaign and in the design of the information materials.
The umbrella brand Rheinhessen had made the next adjustment necessary in 2007. The last modification was made by integrating the contents of the protected designation of origin Rheinhessen and the related design elements.

The framework of the advertising campaign remains. A current campaign motif and a screenshot of rheinhessen.de are attached.

2. Communication Strategy

2.1. basic concept

The winegrowers are the core element of the strategy; they are the bearers of the activities. "Rheinhessen. The wines of the winemakers. "Is the claim of the campaign.

Target audience of the communication strategy are the intensive drinkers. The selection of advertising media will be linked to this. The occupancy of the 2017 selected public magazines is the guideline for the media selection 2018. The inflation of the advertising Euro in connection with the revenue from the AbföG wine, which has remained unchanged for more than 20 years, has clearly defined media performance over the years.