In order to have new social media content with a fresh idiom and strong visual impact, Tommasi Family Estates has sought the cooperation of the editorial staff of Vogue Italia, which has developed 33 items to be posted on the social properties of Condé Nast, Tommasi and De Buris.
This content will be visible from 21st June, the first day of summer, on the Instagram accounts of Vogue, Vanity Fair, GQ, La Cucina Italiana and Tommasi.
tommasi vogue shareable
This project results from a common denominator between Condé Nast and Tommasi: a firm belief in the creation of a digital communication strategy.
We are living in the age of “Snap it before you drink it”, so that – before choosing a wine, a restaurant or a winery to visit – we look for suggestions and inspiration from the content we find on social networks.
«The future of our publishing house» states Fedele Usai, CEO of Condé Nast Italia, «is entirely linked to the social and digital worlds. Shareable is in fact the new content creator unit of Vogue Italia. It springs from our brands’ need to communicate on social media platforms and from our publishing house’s ability to combine its expertise in creating high-quality content with original and contemporary creative direction».
Communicating the world of wine through social media has been enriched with new tones, points of view and visions that were unthinkable even just a few years ago. Social media has given rise to new trends and styles of communication, which have been integrated with traditional wine marketing strategies in order to create added value for brands that are seeking to make themselves increasingly unique and authentic.
For this reason, Tommasi has relied on the creativity and know-how of Vogue to interpret the six different “souls” of the six Tommasi Family Estates: Tommasi Viticoltori in Valpolicella Classica, Caseo in the Oltrepò Pavese, Casisano in Montalcino, Poggio al Tufo in the Tuscan Maremma, Masseria Surani in Puglia, and Paternoster on Mount Vulture in Basilicata.
As Art Director Fabio Messana says: «Our goal has been to represent the soul of each of Tommasi’s estates, from North to South, by means of photographs featuring specially made sculptures using raw materials, the earth and ingredients linked to the region and tradition of each wine: intriguing content, vivid colors and original, bright, sunny settings».
«We are increasingly convinced that we have to find brand-new solutions to highlight our brand and reach out to new target customers» claims Piergiorgio Tommasi, Sales Director for Italy. «With this partnership, we wanted to ally ourselves with the world of fashion, so as to show our wines using a completely fresh approach that has a strong visual impact. The uniqueness of a terroir and the taste characteristics of a wine have been interpreted in a new and original way. As the fourth generation of this family that has now become a fully-fledged business, we would like to transfer our distinctive heritage into a system of communication that is increasingly sensitive to the trends that the wine market and the new target groups of wine lovers are revealing to us».
To arouse interest; to suggest and offer wines; to tell the stories of terroirs, products and people; to cultivate relationships, making space for creativity and new communication formats: these are the objectives of the #Shareable project, created jointly by the creative team of Vogue Condé Nast and the Tommasi family.
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