Portuguese Cork Association
Client’s Business Nature
Industry co-operative of agricultural produce
Our Services
Marketing service, social media, media relations and news service
Highlights
Portuguese Cork Association (APCOR) exists to represent and promote the Portuguese cork industry and its products. The organization advocates on behalf of the Portuguese cork industry worldwide and is the driving force of an industry based on tradition, innovation and sustainability.
Since 2010, APCOR has embarked on an international marketing program dubbed InterCork. This ambitious B2B and B2C initiative targets wine importers, distributors, educators, influencers, and consumers, aiming at promoting the three value propositions of Portuguese cork, namely, Culture, Nature and Future to its key international markets including China. Paradigm has been managing InterCork in China since its inception, not only creating the flagship initiative, the ‘Cork Ambassador Program’—a ‘train-the-trainer’ program designed to build a network of cork ambassadors—but also successfully launching and managing social media platforms such as WeChat, Weibo, and Douyin from scratch. This effort has helped establish strong connections with younger audiences, with WeChat followers now nearing 9,500.