Italian Trade Commission

The Challenge

Funding from Consortium Leaders in Italy was in jeopardy as past promotional efforts were garnering lackluster results with a negative ROI. Unique opportunities and significant media exposure to the new program “The Marriage of Chianti Classico Black Rooster Wine and Parmigiano-Reggiano Cheese” to the end users in three key markets, New York, a Chicago, and South Florida needed to occur with successful results.

Solutions

Working with the Senior Marketing and Promotion Officer at Italian Trade Commission, New York, we produced a series of consumer driven events at more than a dozen restaurants throughout South Florida. Each restaurant also produced an approachably priced dinner menu and fundraiser for a variety of non-profits to reach a broad demographic through varied interest groups. Large format ads, individual restaurant/event ads, press releases, television appearances, and branded collateral materials were used deliver the message. The 4-month promotion culminated with an opening night Wine & Cheese reception at Museum of Art Ft Lauderdale for the highly attended St. Peter and the Vatican: Legends of the Pope Exhibit.

Results

The campaign was one of the most successful food and wine promotions for the ITC. Follow up indicated sales of the two products at the locations hosting the events increased by 32%, and a great amount of publicity was generated in the media. As a result, the relationship with the Italian Trade Commission led to a retention as their acting agency in South Florida, managing and developing other campaigns over the next two years.

2002: The Marriage of Chianti Classico Black Rooster Wine & Parmigiano Reggiano Cheese

16 Week PR & Advertising Campaign
13 Restaurant Dinners, Tastings and Charity Fundraisers
Tasting at the Museum of Art Fort Lauderdale “Saint Peter and the Vatican” Exhibit Opening Night Reception

2003: Truffle Luncheon for 50 Guests

Chef Procurement and Menu
Invitation Design
Media Invites
Translation Services

2003/2004: Taste Italian Style

8-Week In Restaurant and Retail Holiday Campaign
Print Advertising, Design & PR

Feedback

Giovanni Mafodda

Deputy Trade Commissioner

“The Italian Trade Commission’s association with Arianne Glassman goes back to the 2002-2003 campaign “The Marriage of Chianti Classico Black Rooster Wines and Parmigiano-Reggiano Cheese.” Ms. Glassman’s collaboration in this project resulted in one of our most successful promotions to date. She demonstrated skill, experience and professionalism in organizing the event, offering a total package of services: from selecting the best restaurants in the South Florida area to working closely with each in formulating the proposals, contacting the wine and cheese suppliers, printing of menus, preparing press releases, and organizing special events to benefit local charities. In addition, Ms. Glassman created and produced a series of ads to publicize the promotion and the two products in the local newspaper, the Sun Sentinel. The fundraising events staged in many of the participating restaurants and Museum of Art’s ‘The Vatican’ exhibit, generated a collection of articles, giving additional media coverage to the two authentic Italian products – Chianti Classico Black Rooster wines and Parmigiano-Reggiano cheese. The success of this restaurant promotion led to other projects carried out by Ms. Glassman with equal dedication and success.”