Viña Santa Rita, the top-selling wine brand in the Republic of Ireland, grew overall volume by 21.6% in 2015.
‘Living La Vida 120’ showcases Santa Rita 120 in Autumnal environments and dovetails in with an international marketing campaign encompassing activity throughout Asia, Europe and North America.
Santa Rita has agreed to continue and to extend quality drama sponsorship with its 120 brand after a successful couple of years of drama partnership with RTÉ. The focus of the campaign will be based primarily around a strategic alliance with RTÉ which sees the Santa Rita 120 brand partnering with a number of popular prime time quality dramas such as ‘The Good Wife’, ‘Homeland’ and a new four-part drama series based in Dublin, ‘Striking Out’, alongside the Emmy Award-winning British-American mini-series ‘The Night Manager’.
The outdoor advertising element went live on the week commencing 24th October with chosen media including adshel, shopping centre DPODs, commuter train stations, commuter squares, Luas columns and 48 sheets.
The Irish Times and The Sunday Times Ireland are the chosen advertising publications.
“As the number one-selling wine in both the on- and off-trade in Ireland for the second year running it’s hugely important for Santa Rita to maintain brand awareness and continue to connect with its target audience,” commented the Export Director for Santa Rita Estates Europe, Terry Pennington, “ RTÉ provides a successful and highly-effective platform from which to communicate directly with our customers. This alliance reinforces our commitment to continuing to invest in quality brand partnerships.”