ADVERTISING & MEDIA CAMPAIGN
Caifornia Wine Institute  in China

AVIAREPS China launched a $300,000 China advertising campaign in summer 2011 on behalf of the Wine Institute of California, the first-ever ad campaign by the Wine Institute in the China market. AVIAREPS took full responsibility for:

• planning the China advertising campaign
• proposing outdoor media placements in Shanghai on:
• major billboards
• bus wraps
• subway station lightboxes
• designing the advertisements
• testing all ads with focus groups in China
• ad production
• securing government approvals required for outdoor ad placement
• placing all advertising for two months targeting high-end Chinese consumers. 

Ad placements included:

• Huge billboards on the side of Cloud 9 Shopping Mall, one of the leading luxury shopping malls in Shanghai.
• Bus wraps on the major bus lines running through the center of Shanghai for a 2 month period
• Subway lightboxes in key stations in the center of Shanghai

In addition to the advertising placement, AVAIREPS China organized a variety of media programs to maximize media publicity for the Wine Institute China ad campaign including:

• Press release announcing the campaign to over 1000 major Chinese media nationwide
• Video media roundtable wine tasting for 16 major lifestyle media in Shanghai, connected by video satellite to three wineries in San Francisco for a virtual wine-tasting between China and California
• Media fam trip by major China media to California to feature California wineries and California wine

AVIAREPS China expects to generate over $750,000 in unpaid media coverage on behalf of California Wine Institute as a result of the above major media programs.

Due to the success of the China advertising campaign, AVIAREPS China has been retained for a second year of advertising programs in the China market on behalf o the California Wine Institute.