Consorzio del Prosciutto di San Daniele

PR & Digital PR

PR & Media Relations

In an increasingly competitive segment of the market, the Prosciutto di San Daniele Consortium has decided to use PR and media relations activities to promote and enhance the value of its product with Protected Designation of Origin status.

The aim is to consolidate the institutional role of the Prosciutto di San Daniele Consortium, and manage and strengthen product visibility throughout Italy by communicating the premium quality and uniqueness of San Daniele ham so Connexia has proposed PR and internet PR activities to promote the consortium, its product and the Friuli Venezia Giulia region where it is made.

We are also assisting the consortium with events in Italy, the first of which being “Aria di Friuli Venezia Giulia”, a special project inspired by “Aria di Festa”, the well-known San Daniele ham festival that has been attracting huge crowds for the past thirty years: four days of tastings, music, events and cultural shows that give the public a real flavour of the town of San Daniele and its PDO ham.

For the 2015 festival we produced desk and on-site activities for the press, a press conference in Milan and a press trip during the event, all of which generated impressive figures and results:

  • over 2,200,000 slices of ham available on the stands and in the ham factories;
  • over 20,000 people in total attended the concerts given by the invited performers (Lodovica Comello, Vinicio Capossela, Bob Dylan and Caparezza);
  • 500 people registered at the cultural gatherings organised in the town’s main squares;
  • 10,000 people went on the guided tour of the ham factories and more than 1,000 tastings.

 

We were also constantly working side by side with the client at the 2015 Universal Exposition to coordinate media relations and communicate all the special initiatives produced by the Prosciutto di San Daniele Consortium during the six months of Expo 2015, including Sapòrem, a space dedicated to tasting wine and food set up inside the Eataly venue that brought together four outstanding examples of Italian excellence: the Prosciutto di San Daniele Consortium, the PDO Grana Padano Protection Consortium, the Mortadella Bologna Consortium, and the Conegliano Valdobbiadene Prosecco Superiore Consortium.

We also organised customised media relations for “Elogio del Prosciutto” (Celebrating Ham), which was a gastro-cultural reading dedicated to San Daniele ham and the values associated with its production and taste experience.

The result? A synergic and consistent initiative run in close collaboration with the Prosciutto di San Daniele Consortium to help give people a better idea about exactly how the ham is made, improve visibility, make this excellent “Made in Italy” product even more easily recognisable, and provide wider-reaching information about the consortium’s corporate initiatives.

CASE STUDY IN 3 STEPS

challenge

Promote the Prosciutto di San Daniele Consortium, its product and the Friuli Venezia Giulia region where it is made.

solution

Media relations, PR and Internet PR aimed at consolidating the institutional role of the Prosciutto di San Daniele Consortium and strengthening product visibility nationwide.

result

Brand visibility was improved, awareness was raised about exactly how the ham is made, and the institutional role of the Prosciutto di San Daniele Consortium was publicised.