Wine Country Ontario campaign lures vino lovers to wine country

Wine Country Ontario (WCO) has launched an outdoor, print, public relations and social media campaign that targets a 25- to 45-year old adventurous wine lover living in the Greater Toronto Area. The $500,000-plus campaign by Agency59 also includes a stunt board that features a glass of wine on a table behind plexiglass with a headline […]

Wine Country Ontario (WCO) has launched an outdoor, print, public relations and social media campaign that targets a 25- to 45-year old adventurous wine lover living in the Greater Toronto Area.

The $500,000-plus campaign by Agency59 also includes a stunt board that features a glass of wine on a table behind plexiglass with a headline that reads “So close you can taste it.”

The campaign is an evolution of last year’s successful “Drink It All In” campaign, said Hillary Dawson, president of Wine Country Ontario.

“We are building on the equity we got last year,” she said. “Our ad tracking study showed that this campaign resonated well with wine drinkers and sparked their desire to travel to wine country.”

According to Dawson, the ads had 22% recall and consumers who saw both the magazine and the outdoor ad were 75% more likely to visit wine country.

“We thought let’s not reinvent the wheel, let’s build on success,” said Dawson.

The campaign focuses mainly on wine drinkers in the GTA, but is also running on bus shelter ads in Ottawa and London as well as print ads in LCBO’sFood and Drink magazine.

WCO also just launched a scavenger hunt on Twitter encouraging consumers to find the stunt board in an undisclosed location in Toronto, take a photograph and enter a competition at #SoCloseYouCanTasteIt to win a trip to wine country, which includes transportation, winery visits, special tastings, overnight stay and meals.

“One of our key strategic objectives is tourism leadership,” said Dawson.

The campaign launched June 11 and will run for eight weeks.

Brands Articles

What you missed at the Ethnic Consumer Marketing Conference

Insights on multicultural marketing from Environics, Scotiabank and more

Quesada campaign serves up joyful conversations

Mexican restaurant chain encourages Canadians to enjoy the simple things in life

BMO joins The Amazing Race Canada’s sponsor roster

Canadian version of the popular reality show averaged 2.8 million viewers last summer

Saks opening first Off 5th outlets in Ontario next year

Ottawa, Niagara-on-the-Lake, Vaughan will be home to banner's first outlets in Canada

Best Buy opens its doors to other Canadian retailers

Plan provides consumers with larger product assortment in-store and online

Tim Hortons takes marketing stunt to new heights

Quick serve chain partners with well-known illusionist to prank customers for new ad

Why 1,500 marketers are flocking to Toronto on May 25

Canada's #1 marketing conference returns with some of the biggest names in marketing

Lessons from a season of live tweeting

Sport Chek shares what its learned during this year's hockey and basketball seasons

Macy’s unveils discount banner

First four test stores will open this fall in New York City and the surrounding area