Provacuno – The inter-professional organization of the Spanish beef industry

Insight

The ‘What Wonderful European Beef!’ campaign launched at the Gulf Food Fair in February 2022. At that time, Provacuno was a relatively unknown brand in the Middle East.

W7Worldwide worked with local influencers, restaurateurs, chefs, supply chains and food and beverage professionals to organize a series of events in bringing the taste of Spanish beef to our plates and palettes.

Using our local knowledge, industry and events experience, influencer connections and audience understanding, we developed targeted communications that successfully positioned Provacuno in the GCC market whilst highlighting the client’s desire to positively impact local communities.

We expertly grabbed the attention of our core audiences of foodies, families, chefs, supply chains, restaurants and the wider F&B market, exposing the Provacuno brand through education, masterclasses and tailored content.

Our emphasis was on demonstrating Provacuno’s leading market position to the media and other target audiences. We created a 360-degree communication plan that encompassed both PR and social media using A-List influencers while maximizing local and regional reach.

We curated compelling data that encouraged audiences to learn more about Provacuno. We engaged the finest food and lifestyle influencers, briefing them about the brand and its objectives to ensure they had the right information to deliver successful coverage.

Our research created insight about Provacuno’s history and products that enabled us to position it locally in Saudi Arabia and in line with Vision 2030.

The universal importance of food across all cultures required us to be mindful in our communications and aware of different methods of handling and serving food. We utilized Influencers to effectively deliver these messages and engage our audiences, and ensured the communications reflected our culture as well as promoting the vibrancy of Spanish culture.

A-list influencers attended a tasting workshop so they could experience the amazing skills of multi-award-winning chef Kisko García. The event concluded with a documentary of Provacuno and the objectives of the ‘What Wonderful EU Beef!’ campaign.

Our efforts produced a long-lasting impact on the overall market, and raised the profile of Provacuno as an outstanding and differentiated market leader in the F&B sector.

Methodology

W7Worldwide developed a comprehensive communications strategy to position Raffles Makkah Palace as the gold standard for venues in the region and beyond. Through a combination of detailed research, compelling content, we cemented the brand as an industry leader and generated substantial media interest.

We successfully aligned the hotel with the ambitions of Vision 2030, achieving extensive press coverage. SEO results ensured further exposure of the Raffles Makkah Palace brand, and helped W7Worldwide exceed client expectations.

The campaign demonstrated the unique dynamism the hotel offers as the leading luxury destination in KSA. We showcased the pedigree of the Raffles brand and underlined its quality to potential guests.

In such a competitive market, promoting luxury is not enough; so we went beyond the brief to demonstrate the hotel’s active role in the local community and integrate its work with Vision 2030.

We generated positive media coverage through educating and informing the general public and potential visitors to the holy sites thus linking Raffles Makkah Palace, its position in the Kingdom and Vision 2030, with its target audiences.

Before launching our campaign, the W7Worldwide team conducted extensive research to fully understand the Raffles brand and its competitive context.

We devised a comprehensive media strategy to communicate the prestige of the Raffles Makkah Palace, centred on distributing engaging press releases to key media outlets across the region to educate them about the Raffles Makkah Palace and its unique concept. We also utilized social media to share our press releases on channels such as Twitter to create further buzz and engagement.

Our campaign focused on two key contexts: the foresight of Vision 2030 and the reaction to the pandemic. By demonstrating the company’s key role in the hospitality sector, backed by innovations like the Raffles Guest Service Program, we drew on the excitement surrounding Vision 2030. By highlighting the recent health security measures taken by Raffles Makkah Palace, we also gave reassurance to guests visiting the venue during the pandemic and afterwards.

Our campaign to promote the Raffles Makkah Palace as the number one luxury destination in the region was an unequivocal success, helping the hotel to bring increased business value and media exposure.