In the Marketing world, the Product Development turns up when it becomes to media platforms (such as a digital newspaper or a paper format magazine) or events (fairs, meetings) or products that help to promote the Brand in a different way (a solidary book).
One of the main projects I’ve been working for while I was in the agency is a gastronomic magazine called Menja’t Andorra.
There was a boom in the Country of new magazines with topics such as politics or social issues, but no one was around gastronomy. At the same time, we were experiencing a peak of the cooking TV shows in the neighbor country, Spain (Andorrans watch mainly Spanish, Catalan and French TV channels, as Andorra just had one TV channel mainly used for the local news). After a little market analysis, regarding that in Andorra are heaps of micro producers (wine or local products) and a great marked mountain cookery book, we decided that is was worth it to launch.
To be honest, the fact we had Andorra Park Hotel as a client helped (read more about Strategic Marketing here).The hotel wanted to promote its 5 stars restaurant; we had heaps of content available coming from several events held there but weren't suitable enough for the Media (read more about PR Marketing here). So “if the mountain won't come to Muhammad, Muhammad must go to the mountain”. And the agency and our client arrived to a sponsor partnership agreement.
I was the Director Coordinator of Menja’t Andorra. I organized all the interviews with relevant people (for this a lot of food tasting was involved, YEW!), I crafted all the contents, and produced most of the photos. I had to commercialize it too (I must say, with the full support of the Commercial Director), and I promoted the magazine in digital platforms and events such as the Mostra Gastronòmica dels productes d’Andorra, Noces Concept, Art&Vi.
As the Magazine was “Free” (but luxurious), we distributed it in all public places around the country, cafés, and restaurants.