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

BMO unveils first campaign from Y&R

A new, employee-built tagline is designed for Canadian and U.S. markets

Supermarket chain battles criticism over World War I ad

Sainsbury's four-minute television spot depicts the 1914 Christmas Truce

Best Buy posts unexpected sales gain, prepares for holiday deals

Best Buy CEO: Holiday deals will be more "balanced and targeted" this year

Frank & Oak gets into home decor with Etsy collection

Menswear retailer experiments with handmade home goods

Ford Canada hits the streets of Montreal in new web series

Brand focuses on one of the most important small car markets: Montreal

Dairy Farmers of Canada and W Network’s cheesy campaign

Holiday effort from m2 targets ‘zestfuls’

Target Canada focuses on holiday sales, then its future

Signs of improvement outlined in the company's third-quarter report

Metro boosts Q4 profit, revenue and same store sales up

Montreal retailer posts $115.6-million profit

Kiip launches white label loyalty solution for brands

Platform helps marketers offer specialized rewards for new or loyal users