January
15, 2013
New
York (January 15, 2013) - The National Coffee Association (NCA) is about to
launch a dynamic new website as part of a new NCA consumption promotion
campaign kicking off this year. The site - MyVirtualCoffeehouse.com©
- celebrates coffee lifestyle and culture within a
first-of-its-kind concept of an online coffeehouse.
MyVirtualCoffeehouse.com is designed to capture and celebrate the many ways
coffee enhances life within the interactive frame of a coffeehouse experience.
As such, it reflects the multi-faceted theme of the NCA consumption promotion
campaign - that coffee is a well-rounded beverage that improves life in many
distinct and complementary ways.
Consumption
Promotion Campaign
The NCA
consumption promotion campaign is designed to promote coffee across the
category on a non-proprietary, pre-competitive basis. Its objectives are to
give coffee consumers reason to drink more, further cultivate strong market
segments such as Hispanic-Americans and younger consumers, and reinforce a
positive coffee image. The campaign emerged from NCA's strategic plan, which
includes an initiative to expand consumption promotion efforts during a time
when there is ever-increasing competition in the beverage sector.
There
are many facets of coffee's life-enhancing role, which are at the heart of the
campaign and help structure the MyVirtualCoffeehouse
design and content. Major topical
areas feeding into coffee's overall role will correspond to five sections:
Coffee and Your Health; Cookin' with Coffee©, For the Good Earth, Games &
Contests, and Steals & Deals. Select pages of the site will be available in
Spanish.
Website
MyVirtualCoffeehouse.com will be a participatory website that brings the
coffeehouse to your desktop and mobile device The site is designed to evoke the
atmosphere and activities that make up the coffeehouse experience - the coffee,
the company, the occasion - and includes the kinds of conversation, shared
interests, leisure pursuits like health and fitness, coffee-centric quizzes and
contests, steals and deals on coffee-related paraphernalia, cause-related
information and discussion, and all types of "coffeeana©"--
like blend and flavor favorites, recipes, facts and figures on coffee research,
coffee history and trivia, brewing techniques and equipment, cultural icons,
and much more. In short, the site reflects the many aspects of an active,
committed, fulfilled and enjoyable life that echo in the coffee culture.
Presented
in a crisp, compelling writing style, the site will link coffee with some of
the best things in life: health, music, dance, good times, fitness,
relationships, games, the environment, etc. Among site activities, visitors
will be able to: take fun, coffee-related surveys; upload photos and videos;
share personal coffee experiences and preferences on embedded social media links;
post and download favorite "cookin' with coffee" recipes and
techniques; participate in national contests; offer suggestions for adding more
coffeehouse features to the site for their enjoyment; and find surprising
unique content every month.
Other
Campaign Elements
Other
elements of the NCA consumption promotion campaign include market research,
editor outreach and social media engagement. The completed market research
component revealed that "coffee and your health" still resonates most
strongly with consumers, echoing the highly successful thrust of NCA's Coffee Delivers!
consumption promotion campaign in 2003-08.
Editors
are being contacted regularly with breaking news and background relevant to
campaign messages and MyVirtualCoffeehouse.com
features. Comprehensive social media engagement will further support all
aspects of the campaign.
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Contact:
Joe DeRupo
212-766-4007
National Coffee Association
Joe DeRupo
212-766-4007
National Coffee Association