Campo Viejo, the world’s number one Rioja wine brand, has launched a 360-degree interactive tour of its state-of-the-art sustainable winery in La Rioja, Spain and guided wine tasting with the winemakers with help from creative agency Impero.
The winery is discreetly located on the edge of a plateau, nestled underground, allowing it to blend naturally with the landscape. The tour forms part of the ongoing work for the brand’s ‘Live Uncorked’ digital campaign and has been developed by Impero as part of an evolution of the brand for its wine consumers.
“We're very excited to be working with Michael and the Impero team to bring to life our spectacular winery and have our consumers be fully immersed in the world of Campo Viejo,” Elena Hetherington-Jones, global brand manager for experiential marketing at Campo Viejo, commented.
“The winery is such a unique place to visit, and we hope that Campo Viejo appreciators around the globe will enjoy the 360-degree experience or maybe even plan a real visit – we’re looking forward to seeing everyone at the home of Campo Viejo.”
Michael Scantlebury, creative director of Impero, said of the project: “We know consumers build strong and long lasting affiliation to wine brands when they experience wineries first hand. We’re not saying that a 360 experience can replace all aspects of a real-life visit to Campo Viejo, but it’s pretty close; being online, it can scale to our target audience across the world – that’s massively exciting for a globally growing brand like Campo Viejo.”
The virtual experience takes viewers on a journey throughout the estate, allowing them to learn about the brand, the wines, and get a guided tasting from chief winemaker, Elena Adell.