The Washington Wine Commission (WWC) is seeking to raise consumer awareness of the state's wineries and to increase sales of locally produced wines.
OBJECTIVE: The Washington Wine Commission (WWC) is seeking to raise consumer awareness of the state's wineries and to increase sales of locally produced wines. It is also trying to promote Washington's distinction as the second-largest wine-producing state after California. While the WWC has launched local and regional campaigns, this is its first national marketing effort.
IDEA: WWC selected Tampa, FL, to test the marketing campaign because of its higher-than-average wine consumption and similar demographic characteristics to other midsize cities, explained executive director Robin Pollard. But Florida wine drinkers also have low awareness of Washington wine. WWC decided to launch its first national campaign in a "clean" test market.
TOOLS: The WWC ran ads in magazines, newspapers, radio, and billboards throughout the greater Tampa Bay region, juxtaposing the "surf" of Florida seafood and "turf" of Washington wine. ABC Fine Wine & Spirits next month will promote Washington wines with special promotions and wine tastings. The WWC also used wine tastings to kick off the campaign, with a Tampa wine tasting for journalists featuring 40 Washington wineries, as well as a winemaker dinner for Miami journalists, attended by 18 Washington winemakers. The WWC is also launching a contest where shoppers can win a trip to Seattle to attend Taste Washington, the state wine industry's premier wine and food event.
MEASUREMENT: The WWC will survey Washington wineries to determine if sales in the Tampa region increased during the early months of 2006. It will conduct a consumer survey in May to determine if awareness of Washington wines has increased. Pollard said a 10% increase in awareness would be deemed a success.
Organization: Washington Wine Commission (WWC)
Campaign: Surf & Turf
PR Team: WWC and Edelman (advertising only)
Other marketing: Advertising, event marketing
Launching: February 2006