Client: Winegrowers of Dry Creek Valley
Goal: Generate A-list media coverage of the wines, wineries and wine tourism opportunities in Northern Sonoma County’s Dry Creek Valley
Situation Analysis: Wine, food and travel writers are a popular group, regularly visiting the world’s most coveted destinations. Attracting their attention and getting a spot on their busy travel calendar is quite a challenge — especially when the opportunity is for a group press trip, rather than a customized solo visit.
Actions: McCue conceived of the “Dry Creek Valley Smackdown,” and press trip with a twist. Journalists who attended would not only see, taste and sip their way through Dry Creek Valley; they would also participate in blending their own wine, taking an aromatics seminar to better appreciate wine, and join a “soil tasting” where they got the “dirt” on Dry Creek Valley’s wines. To make sure they were paying attention every step of the wine, they competed in a written quiz and had their blends judged by a panel of professional winemakers at the end of the day!
Results: More than 550 million media impressions, including:
- Huffington Post
- Yahoo! Travel
- 7×7 magazine
- Savvy in San Francisco
- Cuisine Noir