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case studies
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Finger Lakes Wine Country
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| "DCI’s targeted media relations program has grown FLWC’s market share, especially within New York City, an impenetrable market on limited advertising dollars alone.” |
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Morgen McLaughlin
President
Finger Lakes Wine Country | | |
The Challenge
The Finger Lakes region's unique assets were relatively unknown amongst the area's target markets, including New York City. In an effort to boost visitor arrivals and ultimately, wine tasting room sales, the region's tourism marketing association hired Development Counsellors International (DCI) to brand the vineyard region of upstate New York as Finger Lakes Wine Country (FLWC).
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The DCI Roadmap
• Conduct a media audit to determine journalists' perceptions of the Finger Lakes region and to identify key messages;
• Launch a series of wine seminars in New York City to introduce the FLWC experience to sommeliers, wine retailers and media;
• Implement consumer wine tastings at key university clubs, such as the Cornell Club, in New York City, to reach potential travelers directly;
• Initiate a series of media visits highlighting the wine travel experience in FLWC. |
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