Project cases

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Preliminary: Background

The Wissotzky Tea company is an international tea company founded in Russia in 1849. After the 1917 revolution, the head office of the company was moved abroad. Today, the company's head office is located in Israel. Wissotzky Tea products are sold in Israel, the USA, Canada, France, Cyprus, and South Africa. In 2004, the company made the strategic decision to come back to the Russian tea market and to gain a considerable share of the premium segment.

The project realized by the "PROPAGANDA" CCT was aimed at making the Wissotzky Tea company more known among prospective consumers in Russia, distribution partners, and journalists. Key objectives of the project included:

· to prevent the name of the company from being associated with the name of V.S. Vysotsky;

· to build a positive image of the foreign company in the mind of target audiences, to fix the image of an originally Russian company;

· to announce the company's comeback to Russia;

· to further the company's promotion in strategic regions.

Solution

In order to achieve these goals, specialists of the "PROPAGANDA" CCT developed and conducted a large scale informational campaign in business, specialized, social and political mass media. The campaign consisted of three stages, involving creative tools.

1st stage
Preparing and filming a historical documentary about the company's history, based on an archive study (duration 30 min). The film's key lines were:

· The Wissotzky Tea company is a private family enterprise headed by the heir of the Russian Vysotsky merchant dynasty. Since 1849, the Vysotskys' firm competed successfully with such renowned merchant families as the Kuznetsovs, the Perlovs, and the Botkins.

· By the beginning of the XX century, the company's branches were active allover the Empire - from Poland to the Central Asia. The Vysotskys' tea-packing factories were the most up-to-date and technologically perfect for that time. In 1907, the Vysotskys opened their head purchasing office in the world's tea capital, London, as well as branches in the USA and Europe; their tea company became the biggest in the world.

· The Vysotskys' house in Moscow was visited by many celebrities. Leonid Pasternak painted several family portraits of the Vysotskys. At present, these pictures are in Tretyakovskaya Gallery. The Pasternaks lived nextdoor, in Myasnitskaya street. Boris Pasternak was a frequent guest at the Vysotskys' in Ogorodnaya suburb.

· In 1917, after the October revolution, the company's assets in Russia were nationalized; however, the Vysotskys' heirs continued the business in the Great Britain and Poland. In 1938, a branch in Tel Aviv was opened.

· After the tragic events of the Second World War, the company closed its activity in Europe, the production was moved to Tel Aviv. Purchases are still made from London.

2nd stage
Organizing and conducting a press tea party dedicated to the company's comeback to the Russian market. For the purposes of this press event, a room was found, in line with the style of the historical documentary about the company. The room was decorated like an English study; tables were laid with ancient china ware; a mini exhibition of the company's products was arranged in the room. In the framework of the event, the historical documentary about the company was demonstrated to the press.

3rd stage
Conducting an informational campaign in strategic regions. In popular regional editions, there was initiated a series of dedicated publications about the history of tea and the tea drinking culture, about different sorts of tea and their useful properties. For leading regional TV channels, a reel was made based on the historical documentary.

Project results
The campaign allowed preventing the name of the company from being associated with the name of V.S. Vysotsky. Thanks to a historical documentary created and demonstrated, the reputation of the Wissotzky Tea was formed, as of the oldest Russian tea company. Following the press tea party, there appeared 86 publications in Russian federal mass media. In strategic regions, considerable growth of Wissotzky tea sales was achieved. The company received a number of cooperation offers from regional dealers. Representatives of Wissotzky Tea said, the effect of the PR campaign contributed to the efficiency of the company's negotiatins with regional dealers, networks, and HoReCa.

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