- the challenge
- the approach
- the result
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.