"From your favourite artists' house to yours", that's how #YoMeQuedoMeEnCasaFestival was announced before garnering 440,000 followers on Instagram. This initiative, devised by a music promoter and a renowned artist, managed to put the community in check (crossing the digital frontier and filling with its impact screen share) reaching the 130,000 viewers online. But much more than that, it generated a current of digital activism in which other industries, companies, and even individuals, began to fill minutes in our agenda of confinement. A current, or rather a torrent, that also soaked the wine sector.
The coronavirus has arrived and I have an enotourism project underway... now what?
The wine sector in Spain represents a great asset, both for our economy and for our society and culture. Wine contributes to our country brand, it is a national and international tourist attraction, it contributes to local development in a responsible and sustainable way, it is a symbol of tradition and innovation and a reflection of the know-how of thousands of companies, families and winegrowers throughout the country.
Faced with this situation of paralysis, as the Spanish Wine Tourism Association pointed out in a communiqué, they have to find a solution through communication. In the words of its president, José Antonio Vidal, "to stay alive, we have to show signs of it: if we don't communicate, nobody will know about us. At times like these, wine tourists want to know what we are working on to surprise them. [...] The tool is in the digital environment. We have to work online to stimulate the charm of the return from the face-to-face experience: website contents, app, e-commerce, especially friendly e-mail campaigns and social networks. For this, today more than ever, websites must be adapted to the highest quality in communication and usability: all our windows can become viewpoints to the sky. Let's never stop communicating".
It is in this context that Vidal's words could not be more apt, Faustino Rivero Ulecia Winery has launched a audiovisual campaign to disseminate knowledge of oenology and help the wine-loving public to cope with the #yomequedoencasa.
With this campaign, developed by Proa Comunicaciónthe winery shares with wine lovers, through its Instagram channel, basic notions, oenological concepts, tips and curiosities related to the origin and culture of wine. The characteristics that define each type of wine (white, red and rosé), what characterises the Rioja Qualified Designation of Origin, what are the differences between tasting and tasting a wine by oneself or the different phases of wine tasting.
Through this series of videos published in the IGTV profileBodegas Faustino Rivero Ulecia aims to get closer to its audience and provide valuable content to reinforce its brand image. In this way, and under the hashtag #aprendiendoencasa, the relationship with customers is transferred, from a close, simple and quick consumption approach, to the social channel, providing an alternative for leisure at home and nurturing its wine tourism project in times of confinement.
With this type of practice, companies such as Bodegas Faustino Rivero Ulecia, in addition to helping, legitimately disseminate their products and services. At the same time, they strengthen ties or get closer to potential buyers or users after the crisis, thus illustrating that communication has an essential role to play in times of crisis.