With more than 200 wineries across the state, Pennsylvania truly is a Wine Land. Beginning in 2012, SWELL authored and kicked off a three-year strategic marketing plan to unite the industry, grow awareness of the PA winery experience and product, and increase visitation to PA winery locations. Step one was a new identity and tagline, urging Pennsylvanians and their neighbors to “Keep Tasting”.
Following the rebrand, we developed a comprehensive "Journey through Pennsylvania Wine Land" guide with brief descriptions of the wine industry in Pennsylvania and the six regions across the state - and the not at all brief listing of its 200+ wineries ...
... and developed the state’s first comprehensive mobile-responsive directory of PA wineries and wine trails at m.PennsylvaniaWine.com
SWELL and the PWA seized the momentum of the PA Wines re-branding and web efforts, and launched an extensive and fully integrated advertising and promotions campaign - “Weekends are for Wine Land” at the PA Farm Show exhibition in January 2014. The campaign playfully encouraged visitors to drop their weekend plans in favor of visiting Wine Land, tailoring messaging to geographic locations, season, and topical events.
Media placement: Philadelphia metro
Media placement: Pittsburgh metro
Media placement: State College (Go Nittany Lions!)
Since the brand launch in 2014, the PA Wine Land campaign has driven more than 215,000 new virtual visitors, contributing more than 200,000 new winery and wine trail profile views in that same period, not to mention hundreds of new media mentions and thousands of new fans and followers on social media.
Media placement: Match.com
Facebook "sharables" offered us an opportunity to have a little (more) fun with the messaging - with the goal of getting our fans to share these graphics (and our brand) with their friends.
(And also, a totally appropriate outlet for venting about the soul-crushingly long and cold winter.
When 2015 rolled around, we took what we learned from the success of the "Weekends are for Wine Land" campaign and launched a follow up campaign that captured the irreverent voice and cheery look, while speaking more directly to what Wine Land has to offer.
Working with a band of 24 wineries, SWELL has tracked sales transactions and visits in nearly every region of the state since 2013, recently recording a 28% average increase in statewide winery visits during the spring and summer months of 2015.
Placement on TripAdvisor.com gave us the opportunity to tout the convenience of a Weekend in Wine Land to in-state and out-of-state markets.
One of our benchmarks of success is how the wineries themselves react to the campaign. When they started clamoring for posters for their wineries, we knew we were on the right track.
SWELL has worked consistently with the PWA to secure new partnerships and cooperative marketing funding with the PA Department of Agriculture and the PA Wine Marketing & Research Board, in addition to regional tourism organizations from across PA Wine Land. This hard work and advocacy has helped to secure effective marketing funding into 2017. In the spring of 2015, we collaborated with Columbia and Montour Counties and the Susquehanna River Valley, producing two promotional videos here and here.