National communication campaign aimed at changing perceptions of French wine with a protected designation of origin on the French market

The CNIV (National Committee of Wine Interprofessional Organizations) in France from Europe region has released this tender for The CNIV (National Interprofessional Committee of Wines) wishes to select one or more communications agencies, in partnership with one or more media agencies, to finalize and optimize the creative expression of the "Wine is Open" concept, which has already been tested. This includes producing variations based on the elements provided in the appendix, and then designing and implementing the national campaign rollout, primarily on digital channels and social media. The agency will be responsible for finalizing and optimizing the creative expression of the "Wine is Open" concept, which has already been tested, the media strategy, and the methods enabling interprofessional organizations to adopt and amplify the campaign. The 25-45 age group is the campaigns primary target, with a particular focus on generational renewal and reconnecting young adults with wine by helping to demystify its world and foster new ways of consuming it. The campaign must also reach audiences less knowledgeable about or further removed from the world of wine, favoring an accessible and contemporary approach, while simultaneously making AOC wines more desirable. Social media, digital platforms, and influencer marketing will be essential to reaching these audiences through their everyday habits and interests, extending beyond just wine enthusiasts. The campaign must maintain a national reach while allowing for adaptations and enhancements tailored to different wine regions. For this campaign, the CNIV is considering both traditional and specialized media, which are key to building brand image and trust, and digital communication, which is more targeted, responsive, and measurable for influencing visibility and perception among the target audience. Influencer marketing will also allow for more precise targeting of the communities to which these audiences belong. with tender notice no. 698608-2026 published on 09 Oct 2026. The tender is due to expire on 09 Nov 2026. This tender is sourced from TED Europa and is eligible for suppliers interested in Advertising consultancy services. Interested bidders can obtain further information including complete bid documents or ways to participate by registering on Tender Impulse and referencing via Tender Impulse ID 15395749.