HomeMy WebLinkAbout05-13-2015 TBID B1_SLO Wine
Annual Marketing Campaign 2015-2016
SLO Wine Country
SLO Wine Country represents 28 wineries throughout the Edna Valley AVA, Arroyo Grande
AVA, and surrounding growing areas including Pismo, Avila, Santa Margarita and Cambria.
Our focus is to promote and market our wine region to regional and national consumers, trade
and media contacts, and travel industry partners. We are a non-profit 501 C6 Organization.
SLO Wine Country established a dynamic partnership with the City of SLO and its lodging
group in 2014. Over the past year we have delivered a myriad of PR, media, marketing and
referral opportunities through SLO Wine Country:
-Membership Referrals, Online Promotion & Benefits
-Marketing/Advertising through SLO Wine
-PR/Media/Wine Writer hosting
This year, as part of our strategic planning, we have included the established partnership, as
well as a series of marketing activities that will continue to drive brand awareness to the SLO
Wine Region. Below are benefits SLOWCA is seeking funding for:
1. Membership & Marketing Benefits: All SLO City lodging continue associate
members hip to SLO Wine Country at discounted rate. Benefits include:
-Invitation to SLO Wine Country’s Annual Associate Member BBQ and membership
mixers
-Free full page advertisement in SLO Wine Country Map and event programs
-10% of ad space in SLO Wine’s popular “San Luis Obispo Wine Country Guide” for all
individual properties
-Website Branding
o Listing under associate members & “Stay” Section
o Website banner advertising (annually)
o Prominent logo placement online
-Event Tickets – 30 complimentary tickets to:
o Roll Out the Barrels & Harvest On the Coast
-E-Newsletter
o Logo placement in newsletter throughout the year
o Featured editorial, event placement annually in all e-newsletters (consumer,
winery, associate member)
Funding: $12,000
2. PR/Media Hosting: SLO TBID would provide funding to cover hotel costs for trade and
media when SLO Wine hosts trade in SLO. This would cover nightly stays and
additional hosting expenses for wine media/travel journalists who would be covering
SLO Wine and SLO TBID partners.
Funding: $3,000
3. Targeted Trade and Media Marketing: SLOTBID and SLO Wine Country to host
“roadshows” to targeted regional CA cities to build brand awareness of wine country and
SLO City destination. Partnership would include a sweepstakes giveaway to secure
emails/lists and social media promotion during event. Examples: SLO Wine Roadshow
to Fresno/Bakersfield with trade and consumer wine event/dinner, Pebble Beach Wine &
Food Festival, LA Food & Wine, Aspen Food & Wine (Target: 1 Roadshow, 1 Regional
Show)
Funding: $7,000
4. Web/Social Media Advertising: Build specific demographic information of customer for
SLO Wine and SLO City. Develop target list and spend for target markets (LA, SF, SD)
and run social media/web promotions to tie in the SLO Wine and SLO City destination
experience. Additional placement for sweepstakes, promotions and tie in wine weekend
tasting tours based on new SLO Wine Trails program.
Funding: $8,000
Total Funding Requested: $30,000
We believe a partnership at this level will leverage both SLO Wine and the City’s efforts to
brand SLO as the place to see, stay, eat/taste and explore when traveling to the Central Coast.
Looking long-term, we think this partnership will create top of mind awareness for wine
enthusiasts when booking their stay in SLO County. While cross promoting SLO City lodging
partners, we feel SLO Wine is the perfect platform for creating symbiotic relationships and that
wine tasting is becoming more and more an integral part of our traveler’s central coast
experience. By becoming members, SLO City will be included in all aspects of promotions and
events.