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case study

  • the challenge

    Develop an ad concept for a name-less fledgling wine association.  Oh, and the ad is due in three days.

  • the approach

    Look beyond the immediate requirement to create something bigger than the collective to leverage the opportunity.

  • the result

    Increased site visits to participating wineries and increased sales. Potential to expand program to other regions.

BC’s Okanagan Valley may boast many vineyards and attract many tourists but for BC wine lovers, there is another option.

The Fraser Valley is becoming known for some winning wines as well, thanks to the efforts of several wiley winemakers. 

When a group of them contacted Tugboat to help them fill space they had bought in The Vancouver Sun, there was no brief, no real coalition, no offer, no name. Just a lot of moxy!

What an opportunity to get a quick BC wine experience – a nice drive, interesting wineries, fabulous people – less than an hour from Vancouver.  Can’t get away for a weekend? Take a one-day wine tour. Guests from out of town? One-day wine tour. Tourists on a stop-over? One-day and that BC winery tour box is checked off.

In three short days, the idea was born, the prizing set, the microsite built and the promotion launched. The entry mechanism required visitors to get their ballots stamped by all three participating wineries before entering. Buzz was built, sales were increased and a new database was created.

Tugboat plans to expand this idea to other wine regions.