See an Abbreviated Overview of the Conference

View Sessions by Specialization Track

Pairing Rioja Wine Producers With the U.S. Market

Professional Development Workshop Set 6

Tuesday, Oct. 14, 8–9:15 a.m.

Room: Washington 1

Track: Strategy & Measurement

Silver Anvil Case Study

How do you bring a wine from Spain to American tables? Get an overview of the “Wines of Rioja” campaign and learn how Rioja is leading the way as a strategic integrated communications campaign. Also, walk through the fully integrated brand marketing campaign, which involves PR, advertising, digital, database marketing, an expanded trade program and a robust social media campaign, all of which helped increase wine shipments 45 percent over the past four years.

You’ll also:


Pia Mara Finkell, vice president, PadillaCRT

(Photo Unavailable.) In her role at PadillaCRT, Finkell oversees public relations, traditional and social media programs, strategic partnerships and program development for various beverage alcohol and food accounts, including the Wines of Rioja, Les Vins Georges Duboeuf and the Federation of Quebec Maple Syrup Producers.

Pablo Olay, vice president, PadillaCRT

(Photo Unavailable.) As a senior member of the food and beverage team, Olay’s primary role is to help clients strategically position their products and increase consumers and trade awareness.

Lauren Ray, account supervisor, PadillaCRT

(Photo Unavailable.) Ray specializes in brand marketing and communications in the food and beverage practice area. She works on accounts, including Wines of Rioja, Van Gogh Vodka and Prosciutto di Parma, and is a member of PadillaCRT’s LEAD Insights Team (Leveraging Existing Analysis and Data).