The purpose of this tender is to select an agency regarding the conception and implementation of an ‘Information and Advertising Programme to Promote European Cheese in Australia 2022-2024’. It will deliver a follow-up to previous cheese programmes in Australia. In addition, it will deliver new promotions and tracks based on the results of previous triennials.

Objective 1: Inform about the essentiality and accessibility of European cheeses and in particular aim to increase the level of knowledge, improve the image and reputation of European cheese and its qualities among the targets of the action.

Objective 2: Support the export of European cheeses in France and increase market share in the target country.

And in particular: support the competitiveness of the European agricultural sector in Australia and reposition European cheese in front of local cheeses and other imported cheeses.

The purpose of the contract is the conception and implementation of a collective Information and Advertising Programme to Promote European Cheese in Australia 2022-2024. The strategic choices in Australia to achieve the objectives are as follows:

• A coherent and creative PR system, making it possible to arouse the interest of a target saturated with information and requests. PR system offering both the dissemination of quality information and experience.

• A real strategy of influence to reach the targets, a key activity for this programme.

• Event activities for the general public, for educational and experiential purposes. The annual ‘Bon Fromage’ exhibition format from the current campaign may be continued and revised or adapted as necessary.

• Training activities aimed at the professional targets defined above.

• Point-of-sale promotions in order to raise awareness among consumers at their place of purchase, by offering them solutions for recognising and appropriating cheeses through tasting sessions (if the health situation permits) and/or by submitting visually all the graphic codes of the program (PLV).

• A comprehensive communication plan and a coordination seminar are also expected each year.

• Any other activities deemed relevant to the objectives and targets.