Study Abroad Project
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Study Abroad Project *
The summer of 2022 I had the incredible opportunity to study abroad in Segovia, Spain. I was in an Advertising and PR program that lasted seven weeks where we analyzed the wine market in the Castile and León region. From here, we generated ideas and content for a smaller, local winery; Herrero Bodega, on how they could gain an edge in their market.
Key Findings:
Herrero Bodega is competing with larger, more established wineries
Who are spending more on media and production
Most of the competitors are using similar imagery (vineyards, winery, families)
They are elegant, but focused on an older audience
Herrero can own a younger, vibrant market
A strong social media campaign can elevate the Herrero brand
Engage on social media to make the brand more personable
Use bright, colorful photos with more personality to draw in the attention of a younger audience