Promotion Division of Promotion
- Draws up three-year promotional activity programmes in consultation with its member countries.
- Participates in and supports promotional activities on the domestic markets of traditional producing and consuming countries.
- Awards grants for promotional activities.
- Organises media tours for small groups of journalists from leading press and trade magazines of non-IOC countries (e.g. USA, Canada, India, Russia, China and Serbia).
- Prepares market studies.
- Conducts generic promotional campaigns in new markets.
- Produces information material.
- Participates in promotional and scientific events worldwide.
- Disseminates scientific research results on the health properties of olive oil and table olives.
The idea is to generate media coverage in IOC target markets. The tours are prepared together with the domestic authorities and olive sector of the featured country. They are meant to be a hands-on experience for the journalists, opening their eyes to the cultural heritage, gastronomic versatility and health-promoting attributes of olive oil and table olives and allowing them to immerse themselves in the real world of olive growing. The tours are sometimes scheduled to coincide with international meetings or events to allow the journalists to meet representatives of other IOC member countries.
- Market studies and promotion campaigns in new and traditional consuming countries
- Production of information material
- Support of scientific research
PAST IOC PROMOTION CAMPAIGNS IN NON-IOC COUNTRIES
In the past, the IOC has carried out institutional promotion on a spread of markets (see list) according to an agreed geographical allocation where the EU conducted promotion in its Member States while the IOC did so outside the EU.
It has also conducted prospective market research and studies to evaluate the impact of past campaigns. An evaluation such study carried out in 2007 served as guidance for drawing up future IOC programmes to be implemented within the framework of the new Agreement 2005.
PAST IOC TARGET MARKETS
- United States