The D.O.Ca. Rioja has signed significant promotional agreements with two major airlines, British Airways in the United Kingdom and Delta Airlines in the United States. From May, both alliances will contribute to promote Rioja wine and enhance its position as a global brand while showcasing the wine region as a tourist destination —an increasingly important objective for the Control Board in its international campaigns.
The agreement with British Airways is tied to the launch of its new route between London and Bilbao. British Airways passengers will have the opportunity of tasting Rioja wine in the airline’s London-Heathrow VIP lounge and its ‘High Life’ passenger magazine is to include a series of reports on the region. The initiative will be deployed in May and June and could reach as much as 3,3 million consumers.
In the United States, this will be the first nationwide promotional programme between an airline and a wine region. The agreement with Delta Airlines includes educational video clips on Rioja, a selection of in-flight wines, pairings and tastings in its VIP lounges, information on social media, contests, etc., all of it with the ultimate goal of generating interest for travellers to visit the region. This integrated promotional campaign is scheduled from May this year until December 2016. Delta Airline’s Andrea Robinson said they were delighted with their partnership with Rioja, as their priority is to offer customers the best possible travel experience, and this includes access to some of the best wines in the world. Control Board president Luis Alberto Lecea sees the co-operation agreement as a very positive step because the airline offers the same level of excellence that is recognised in Rioja wines. «It is a tailor-made partnership and, for our region, it represents a great honour to join such exclusive international brands such as American Express, Starwood Hotels and Tumi to offer the best possible experience for Delta Airlines customers.»