Strengthening Client Relationships
Objective
Viña Pomal, a classic Rioja wine brand, sought to maintain its strong presence in Madrid’s increasingly competitive wine scene, where restaurateurs had countless options to choose from. My role as a communications strategist was to help the brand cultivate and sustain closer relationships with these key restaurateurs to ensure their continued loyalty to Viña Pomal.
The strategy: A powerful book
The idea was to highlight the deep connections between Viña Pomal and the restaurateurs who supported the brand. We created a special book titled "Historias Auténticas by Viña Pomal", which paid tribute to 100 iconic Madrid restaurants.
Each restaurant owner, chef, or manager was interviewed, and I personally gathered one memorable anecdote from each related to wine. This book was more than just a compilation of stories; it served as a homage to the restaurateurs. It also reinforced the emotional connection between them and Viña Pomal, reminding them of the brand’s respect and appreciation for their loyalty.
Results:
The brand strengthened its ties with its clients, fostering deeper loyalty and long-term relationships.
200 new clients were captured for the brand in both Madrid and Bilbao.
Over 160 media stories were published organically, amplifying the campaign's impact.
From Stories to Advertising
Alongside the book’s release, our agency contributed to Viña Pomal’s "Llámame Clásico" campaign, created by Ruiz+Company. This campaign showcased the brand’s timeless elegance and classic values across print, digital, and outdoor channels, targeting a younger audience while preserving its heritage.
Together, the "Historias Auténticas" book and "Llámame Clásico" campaign positioned Viña Pomal as a respected brand that values its restaurateur relationships. This strategy strengthened its market presence and loyalty, making it a preferred choice among Madrid’s top establishments.
