UK: Cork drive gets €8m boost
The cork bandwagon continues to pick up pace. After the announcement earlier this week that CE Liege was launching a global publicity campaign for the embattled closure, it was revealed today that The Portuguese Cork Association (APCOR) has kick-started its international campaign.
The publicity drive today included the launch of the Cork Information Bureau (CIB). The CIB will have offices in 10 key wine markets and is the first dedicated resource to provide information, news and facts about real cork to the wine media and related trade.
The CIB is a major part of APCOR's strategy to promote and protect the image of cork. APCOR's €8m, 12-month, global marketing campaign - which began last month - incorporates advertising, PR and online activity and will raise awareness of the advantages of cork stoppers and the overwhelming consumer preference for natural cork.
Henrique Martins, chairman of APCOR, said: "The CIB is a really exciting development for the wine industry press. For the first time, the very latest information on natural cork - from statistics and research to accessing spokespeople and photography - has become available on a local basis. This is an important opportunity for us to offer a swift response on industry issues."
The CIB has dedicated offices in the UK, USA, Australia, South Africa, Chile, Argentina, Spain, Italy, France and Germany, able to provide a local service in each market. The offices will be run by international communications agency, Weber Shandwick.
Companies: Pernod Ricard
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