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British Airways partnership

Collaboration with British Airways to launch Bilbao flight 

The development of wine tourism is an increasingly important goal for the Regulatory Board of Rioja. Therefore, Rioja’s marketing agency in the UK is working with British Airways to celebrate the launch of its new route between London and Bilbao. The collaboration provides an opportunity for British Airways passengers to taste Riojan wines in their VIP lounge at London’s main airport – Heathrow, and also includes a series of reports on the region in their passenger magazine ‘High Life’.



The event will begin in May and last for two months during which the collaboration will reach more than 3.3 million consumers in total. The partnership will continue to position Wines from Rioja alongside the Spanish lifestyle, and raise awareness of Rioja as a tourist destination.