June 2020, Grupo Bodegas Palacio 1894 began a new phase under the name Entrecanales Domecq e Hijos. The company, which became the property of the Entrecanales Domecq family, with Gonzalo Entrecanales as the new president, thus reinforced its commitment to quality and excellence in winemaking, sustainability and strategic alliances.
As a PR agency, Entrecanales Domecq presented us with the challenge of communicating this new direction. Thus, from a previous consultancy – evaluating different naming possibilities and their repercussion in each of the territories in which Entrecanales Domecq e Hijos operates -, we implemented a strategy and action plan to communicate the change of name and ownership to the media.
How we did it
- We propose different possible scenarios for the presentation of the new direction.
- Preparation of press material: Q&A, press releases and key messages for spokespersons (proactive communication, not reactive).
- Contact with main media and journalists.
- Subsequent management of interviews.