Italian apple consortium the Association of Val Venosta Fruit & Vegetable Cooperatives (VI.P) has unveiled its new marketing campaign for 2011, revealing a numbr of new initiatives designed to strengthen awareness of the company's Val Venosta brand and its associated values, both on the Italian market and abroad.
Incorporating a number of individual promotional activities, this year's campaign will continue the work done since 2009 under the Altezza (Altitude) concept, which reflects the high standards in terms of production, quality and taste that the brand aims to convey.
From the end of march until mid-April, a special Altezza advertisement produced by AdverPerformance will be shown on Italian television channels Rai Mediaset, LA7 and satellitari.
The advertisement features a montage of short, evocative scenes in which height and altitude is portrayed in different ways as a value: the appeal of high-heeled shoes; the height of a skyscraper overlooking a city; arriving finally at a Venosta valley orchard synonymous, the marketer says, with quality.
Elsewhere, VI.P has made a significant investment in print advertising to market the Val Venosta brand, involving leading trade publications as well as general interest consumer magazines.
An intense programme of public relations activities, meanwhile, is set to complement other marketing activities and increase the visibility of Val Venosta apples during the course of the year.
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