In 2023, Bodegas Protos opened Ágora de Protos, a gastronomic space that combines a restaurant, wine bar and wine bar. The project is located in the historic 1927 building, the first Protos winery in the Valladolid town of Peñafiel. Its aim: to pay tribute to the world of gastronomy through the values that define the culture of wine and the corporate philosophy of the winery: effort in offering the highest quality; human value in a professional and close service; taking advantage of the best raw material to offer an experience based on quality, tradition and the avant-garde.
In order to present the new project, three types of communication actions were carried out:
Invitation to the media for the opening ceremony.
Quum organised a press call for regional media and specialised gastronomy media. Some gastronomic journalists travelled from Madrid on a press trip to Peñafiel (Valladolid). The event was chaired by the Minister of Agriculture, Livestock and Rural Development of the Junta de Castilla y León, Gerardo Dueñas, and the master of ceremonies was Pepa Muñoz, president of Facyre and chef and owner of El Qüenco de Pepa, who was in charge of cooking for all attendees.
Our task in this presentation was to accompany the journalists from Madrid; to receive all the media that attended the event and to send the press release to the rest of the media. Ágora de Protos has been published in more than 130 media: regional, specialised in wine and gastronomy, supplements and lifestyle media, as well as in all media: written press, online media, television and radio.
"Ágora de Protos has been published in more than 130 media: regional, supplements and lifestyle media, as well as in all media".
Protos Agora ambassador, the elite sportswoman Ona Carbonell.
After the presentation event aimed at regional and gastronomic media, Quum wanted to present Ágora de Protos to another type of media. To do so, we proposed hiring a brand ambassador to represent the winery's values: effort, discipline, perseverance and self-improvement.
The celebrity was Ona Carbonell, who shared this philosophy of life and also had a special connection with the world of cooking, after winning the third edition of Masterchef. Thus, we closed several one to ones with lifestyle, sports and heart media, who travelled with us to Peñafiel to interview Ona at the Protos winery and Ágora. The media that accompanied us were: the programme Corazón of Televisión Española, Agencia G3, Ok Diario, TV programme "Vamos a ver" Castilla y León TV, Hola, Mundo Deportivo and AS.
Other relevant media that echoed the news: Diez Minutos, Semana, El Mundo and La Razón. We also reinforced our communication by launching a press release.
Travel with lifestyle influencers
Taking advantage of the grape harvest season, we planned a trip with influencers to Peñafiel to give them a complete wine tourism experience. At Quum, we worked on this trip as a PR action, in which no influencer was hired.
The objectives of the action were to achieve notoriety among opinion leaders, buyers and end users; to influence the final consumer's purchasing decision through the opinion of the influencers; to gain visibility in the 2.0 sector; to improve the brand image; to achieve presence in the media of the guests and to reach a very specific sector of potential customers. To do this, we travelled from Madrid with a group of 12 influencers specialising in lifestyle, who published both in their feeds and stories about their visit to the winery, as well as the entire Ágora de Protos space.
The visit not only consisted of presenting the gastronomic project, but also of the influencers getting to know the winery first-hand and culminating the visit with a meal at the restaurant, thus creating a rounded wine tourism day. The results were 77 mentions in stories, 5 reels, and 14 posts.