SACRAMENTO: The California Travel and Tourism Commission (CTTC) has partnered with the Wine Institute (WI) to launch a national campaign aimed at promoting the state's wine and cuisine offerings among both culinary connoisseurs and broader tourist groups.
The CTTC and WI unveiled the “Land of Wine and Food” campaign, including a preview of their commercial, at a media luncheon in New York for lifestyle wine and food press.
The current phase, slated to last about six months, includes a post-launch consumer push via satellite tours, consumer and travel trade media outreach, and an interactive component soliciting user-generated video and blog content for www.LandofWineandFood.com.
“[We're looking for] real people who live in California to give us some content, rather than just celebrities,” said Jeanne Sullivan, PR representative at CTTC.
However, the organizations tapped culinary celebrity Andrew Firestone to help promote the campaign through active blogging and TV appearances. Firestone participated in a pre-Valentine's Day SMT and appeared on the Morning Show to promote wines for the every-day person.
Edelman, the domestic AOR for CTTC, enlisted its interactive group to create the Web site and is focusing current efforts on consumer media outreach.
Sullivan said Tom Klein, CTTC commissioner, initiated the partnership in May 2007 upon finding that wine and food were key drivers for California tourism.
“Usually we have to promote entire offerings for the whole state,” said Christine Pierson, VP at Edelman's Sacramento office. “Being able to hone in on one segment is a really new approach.”