Choose Navarra

The new campaign launched by the Denomination of Origin will promote the local consumption of its wines in the last quarter of the year. For the first time, the initiative will be inclusive as it has been conceived using Accessibility and Universal Design criteria to reach everyone.

The D.O. Navarra launches the campaign "Choose Navarra, choose D.O. Navarra Wines"with the objective of calling on all Navarrese people to return to their origins to identify with their wines. This initiative, which will promote local consumption, has been designed with Accessibility and Universal Design criteria to reach all people. It is the first step on the path that the Regulatory Council is beginning to adopt inclusive measures in its communication and marketing activities."The situation we are going through has served to make us aware of the obligation we have to walk hand in hand; it is our responsibility as individuals and as a community. And in this task, all people are equally necessary. Today more than ever, diversity must be addressed. It is the only way to overcome difficult times.," points out David Palacios, president of the Regulatory Council of the D.O. Navarra.

The campaign will include actions to support the main sales channels for wine, the hotel industry with ANAPEH and the feeding in hypermarkets. Thus, during the days that both promotions last, the consumption of D.O. Navarra wine will be rewarded with a wristband that will identify the customer who has chosen Navarra. 50% of the price of each accessory will be donated to a charitable cause. The Regulatory Council, together with the Navarra Hospitality and Tourism Association (AEHN), will announce a new edition of the Cazuelica and D.O. Navarra Wine Week and will promote an innovative initiative to celebrate "toast Friday," a call to enjoy bars during the weekend. These initiatives will serve to promote the Navarra Wine Lovers community of establishments. This is a list of bars and restaurants where D.O. Navarra wines can be enjoyed.

The campaign information will be accessible to all people. The main video, which integrates subtitles, sign language and audio description criteria, will also inform deaf and visually impaired people, who usually lose information in advertising campaigns. The Control Board, in its mission to direct its communication to all consumers, has also adopted other initiatives in this campaign. It is worth highlighting the implementation of "bluetooth" beacons so that blind people who have the "Beepcons" application on their cell phones can receive promotional information on the wine shelves. The campaign information on the D.O. Navarra website will also be adapted to Easy Reading so that people with intellectual disabilities can understand it without any problems. And finally, a great deal of autonomy will be provided to these groups by improving the accessibility of on-trade activities through QR codes. In this journey, the Appellation walks together with the Iddeas Foundation for Innovation and Social Inclusion, an international reference from Navarra in consulting and training on Inclusive Marketing with the collaboration of ANFAS Navarra and Eunate.

(The image accompanying the text includes the campaign slogan: Choose Navarra, choose D.O. Navarra Wines with a bunch of grapes that integrates the word Navarra. Additionally, the logos of the Navarra Denomination of Origin, which is an N, and the Government of Navarra and the European flag appear.)


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