OBJECTIVES
Establish and nurture relationships with local media, generate positive coverage about Saint Croix Vineyards, and position the winery as a premier destination for wine enthusiasts.
Solution
A custom media kit was developed that underscored the winery’s experience and international wine accolades. Kits were distributed to select media contacts in the wine, travel and entertainment/events industries to establish rapport and help generate on-message story placements. A branded package insert included tasting notes and grape variety information along with key messaging and upcoming winery events. The insert also included a personalized invitation enticing media to participate in a private tour and tasting at the winery.
Results
A two-day, on-site media tour welcomed a half-dozen local, regional and national media attendees. Follow-up efforts garnered multiple placements, including a two-page spread in City Pages and Lavender, multi-day coverage in Mpls/St. Paul Mag, Minnesota Monthly article and discussion on national radio show Rudy Maxa’s World.
