From an Italian to a European Brand. This is the path taken in recent years by Marlene®, the brand-name for apples produced by the VOG Consortium, which in 2014 will once again be at the center of an intense promotion campaign in various European countries. It was launched in January in Italy and Spain with a high-impact Marlene® Competition. In both countries, this offers 4 top prizes consisting of a whole week’s free holiday for 2 people in the South Tyrol, at Vitalpina Hotels Südtirol, plus 400 gift vouchers of €40 each for clothing and accessories from the Spreadshirt online store. Until 31 March all Marlene® apple purchasers will be able to take part in this competition simply by connecting to the www.win.marlene.it website and typing in the 9-letter code hidden under every blue apple sticker. After entering their personal details, the purchasers will immediately find out if they are among the 400 lucky voucher winners who will take part in the prize draw for the fantastic top prize. From February through until springtime, Belgian consumers too will be able to try their luck in this exciting competition. In all the countries where the competition takes place, a whole series of supporting communications activities are programmed for its duration, including online and offline advertising, point of sale advertising, social media marketing and intense PR activities. “As it approaches its twentieth birthday, Marlene® continues along the path of European expansion”, comments Gerhard Dichgans, Director of the VOG Consortium. “After the successes achieved in Italy and Spain, our prime brand is setting out to conquer other European markets, where we are confident that operators and consumers will be able to recognize, appreciate and reward the values of quality, expertise, territorial identity and flavour that distinguish it”, Dichgans concludes.