WOW

Walking On Wine

WOW Walking on Wine is a pioneering, groundbreaking experience to immerse oneself in the origin and evolution of Logroño by taking a dramatized journey through the culture of wine. An event promoted by Bodegas de Logroño which highlights the value of the territory, history and heritage of wine in the city. A brand activation which works for the group to gain relevance and links with a proprietary discourse with the participants.

CLIENT

Bodegas de Logroño

AREAS

Brand activation
Branding

PROJECT

+ info
WOW - Walking On Wine - Rioja wine tourism - Enoturismo - Bodegas de Logroño - Zarándula Teatro
WOW - Walking On Wine - Rioja wine tourism - Enoturismo - Bodegas de Logroño - Zarándula Teatro
WOW - Walking On Wine - Rioja wine tourism - Enoturismo - Bodegas de Logroño - Zarándula Teatro
WOW - Walking On Wine - Rioja wine tourism - Enoturismo - Bodegas de Logroño - Zarándula Teatro
WOW - Walking On Wine - Rioja wine tourism - Enoturismo - Bodegas de Logroño - Zarándula Teatro
WOW - Walking On Wine - Rioja wine tourism - Enoturismo - Bodegas de Logroño - Zarándula Teatro
WOW - Walking On Wine - Rioja wine tourism - Enoturismo - Bodegas de Logroño - Zarándula Teatro

This route takes us from the first modern winemakers on Rúa Vieja Street in the 16th century, to the construction of the large wineries that surround and protect the city today. The initiative offers a unique insight into the connection between the city and wine.

A journey through the history of wine and commerce which passes through the oenological and cultural enclaves of the city and the wineries. We build brand identity through activation and the creation of an experience (customer journey) which increases the value of brand recognition.

OBJECTIVES

  • Generate an activation which makes the city brand visible in a practical way, with the aim of creating an identity for the Asociación Bodegas de Logroño.
  • Serve as a joint communication platform to optimise resources and unify messages.
  • Expand the brand universe by ensuring it is present in the city.

PROPOSAL

From the outset, this action has been part of an activation plan promoted by the Asociación Bodegas de Logroño. It was conceived as an action with the double aim of attracting attention and offering a taste of the experience, so the naming had to reflect this double WOW = WOW effect + Walking on Wine.

Once again, this new development had relevant staging which succeeded in bringing the Bodegas de Logroño brand to the forefront of the headlines and communication spaces, offering an experience based on the reality of each winery.

The image of Logroño as the centre of a wine-producing region (one of the most important and consolidated in the world) was once again successfully projected.

The very capital of La Rioja and the wineries themselves, which are a magnificent example of the heritage and microcosm of wine.

Building the brand is versatile and flexible to roll out and involve other sectors such as hotels, restaurants, the city’s culture and its history.

GRAPHIC SOLUTION

WOW became an element which took over Logroño for the weeks leading up to the event staging, with a display of posters and billboards at special points in the city: hotels, tourist offices…

In addition, audiovisual materials were created to provide a new layer of information by filling the city’s digital totems with videos highlighting the event and its route.