This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
News
Santa Rita to sponsor prime time dramas in Ireland
Chilean wine brand Santa Rita 120 is partnering with a number of popular prime time dramas in the Republic of Ireland such as Homeland and The Night Manager.
The advertising sees Santa Rita 120 in autumnal environments
The advertising, which is based around a strategic alliance with Ireland’s main TV Company RTÉ, sees Santa Rita 120 position itself alongside some of the country’s most popular programmes in a key market for the Chilean brand.
“As the number one selling wine in both the on- and off-trade in Ireland for the second year running it is hugely important for Santa Rita to maintain brand awareness and continue to connect with its target audience,” said export director for Santa Rita Estates Europe, Terry Pennington.
Continuing he said, “RTÉ provides a successful and highly effective platform from which to communicate directly with our customers. This alliance reinforces our commitment to continuing to invest in quality brand partnerships.”
The advertising with RTÉ follows a successful two-year partnership between Santa Rita and the TV company, and will see the 120 brand sponsor the final season of American legal drama The Good Wife, a fifth season of political thriller Homeland, a new four-part drama series set in Dublin named Striking Out along with Emmy Award-winning British-American mini-series The Night Manager. based on the 1993 novel of the same name by John Le Carré.
An outdoor advertising element, which sees Santa Rita in autumnal environments, and features the strapline ‘Living La Vida 120’, will go live on week commencing 24 October in a range of places from shopping centres to commuter train stations.
The Irish Times and Sunday Times Ireland will also carry the advertising.
According to Nielsen, Santa Rita is the top selling wine brand in the off-trade in Ireland, and, as Santa Rita 120 / Gran Hacienda, it is the top selling premium wine brand in the on-trade in Ireland and the UK.
Earlier this year, Santa Rita became the official wine partner of Arsenal football club in a three-year deal signed at the Emirates Stadium in London.
Centred around Santa Rita’s “Living la Vida 120” marketing campaign, the deal was struck to help the brand connect with football fans in key target markets in Latin America, Asia, Europe, and Africa.