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September 2008
French wines in Canada
 The Société des Alcools du Québec (SAQ) has announced a shortage of wine in France …due to the Quebec Wine Fair! French wines are winning over consumers through humour:
For the third year, Sopexa is teaming up with SAQ to promote French wines in Quebec during the “French Wine Fair”, one of the highlights of its yearly promotional schedule. An integral part of the media campaign (TV, radio and Web advertising) developed by Quebec’s Sid Lee agency for SAQ, a vast campaign to promote French wines has been deployed in collaboration with Sopexa Canada throughout Montreal and Quebec since 27 September. Highlights include “Wines of France” street hawkers posted throughout the city and at subway stations giving away some $25,000 in gift certificates that can be used to purchase French wines, 2 million flyers, a special issue of SAQ’s “Tchin Tchin” magazine and publication of a mock front page of the Métro daily newspaper on 26 September. Finally, a contest (in association with Maison de la France) giving away three trips for 2 to France and 25 second prizes treating lucky winners to “a bottle of French wine a week for a year” round out this ambitious promotional programme that blends perfectly with the funny, slightly offbeat spirit of the media campaign.
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