Oregon Wine Month 2017 Program Overview

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Transcript of Oregon Wine Month 2017 Program Overview

  • OREGON WINE MONTH - MAY 2017 PROGRAM OVERVIEW Updated Mar. 1, 2017

  • OREGON WINE MONTH TOOLKIT

    The following slides give an overview of the elements of the 2017 Oregon Wine Month campaign.

    Visit the Oregon Wine Month toolkit on the Oregon wine industry website for more details and to:

    order point of sale materials

    download sell sheets, POS files, templates, logos, social media graphics and more

    sign up restaurant accounts for the OpenTable flight promotion

    submit events to the Oregon Wine Month calendar

  • CONTENTS: OREGON WINE MONTH 2017

    Campaign and Media Plan

    Consumer Promotions

    Point of Sale Materials

    Chain Retail Programming

    On-Premise Program

    Distributor Sales Rep of the Year Competition

  • OREGON WINE MONTH 2017 CAMPAIGN OVERVIEW

  • CAMPAIGN THEME

    Highlighting the food-friendliness of Oregon wine

    Featuring 5 chefs from Oregon Wine A-List Award-winning restaurants from across the state

    Chefs created recipes to pair with Oregons top five varieties

    Chef Daniel Mondok Raven & Rose Pan-Seared Dayboat Scallops paired with Oregon Chardonnay

  • CAMPAIGN EXECUTIONS

    Chef Stephanie Pearl Kimmel March Grilled Skirt Steak with Blue Cheese Butter paired with Oregon Syrah

    Chef Damon Jones Larks Home Kitchen Cuisine Petrale Sole and Ramp Vinaigrette paired with Oregon Pinot Gris

    Chef Jason French Ned Ludd Spring Pea Pasta with Bay Shrimp paired with Oregon Riesling

    Chef Aaron Barnett St. Jack Roasted Chicken Forestiere paired with Oregon Pinot Noir

  • MEDIA PLAN

    MULTI-CHANNEL Digital, radio, social

    MULTI-MARKET Oregon, Seattle, San Francisco

    TARGETED OUTREACH High end wine consumers

    BROAD EXPOSURE Early March to end May

  • DIGITAL ADVERTISING EXAMPLES

    Digital advertising helps raise awareness of Oregon Wine Month and drives consumers to www.oregonwinemonth.org where they will find out whats happening around the state.

    E-NEWSLETTERS

    DISPLAY ADS

    http://www.oregonwinemonth.org/

  • OREGON WINE MONTH 2017 CONSUMER PROMOTIONS

  • REGIONAL ASSOCIATION EVENTS

    Regional associations hosting an Oregon Wine Month event or promotion will be featured on the Oregon Wine Month website, social channels and highlighted in pitches to media.

    The associations listed here have registered to participate. Promotion and event details are due Feb. 24.

    Contact Kai McMurtry for details (kai@oregonwine.org).

  • OREGON WINE MONTH EVENTS

    May is the perfect time to host a special promotion or offer a unique event at tasting rooms, restaurants and retailers.

    Events will be promoted on the Oregon Wine Boards consumer events calendar, the most visited page of the Oregon Wine Month website.

    Its FREE to post an event visit the toolkit for the submission link.

    http://industry.oregonwine.org/resources/toolkits/oregon-wine-month

  • OREGON WINE MONTH 2017 POINT OF SALE MATERIALS

  • POINT OF SALE MATERIALS

    The Oregon Wine Board has developed point of sale materials for tasting rooms, retailers and restaurants.

    Tasting rooms can order POS kits through the toolkit between Feb. 24 and Mar. 15.

    In addition, OWB will print and ship point of sale materials to any Pacific Northwest distributor that places an order through the toolkit between Feb. 24 and Mar. 15.

    POS will be delivered around Apr. 15.

    The POS materials are also available in the toolkit to download for printing on regular office printers, as are a variety of templates that can be used for custom signage.

  • POSTERS & CASE CARDS

    11 x 17 posters in graphic and photographic style

    8.5 x 11 case cards in photographic style only

  • BOTTLE NECK HANGERS

    Neck hangers were a big hit last year so we are offering them again

  • SKEWER CARDS

    4.25 x 5 cards provide education on Oregon and quotes from wine writers extolling the virtues of Oregon wine

  • POS MATERIALS: ON-PREMISE

    Table tents and are available for order by distributors through the toolkit. Check presenter inserts are available to download for self-printing.

    Check presenter inserts Table tents

  • POS MATERIALS: TEMPLATES

    Bar-top signage and customizable menu inserts are available on the toolkit. Perfect for restaurants and tasting rooms.

    OREGON BY THE GLASS SPECIALS

    Argyle 2011 Vintage Brut $7/gl

    Phelps Creek 2013 Estate Pinot Gris $7/gl

    Stoller 2012 Reserve Chardonnay $8/gl

    Brandborg 2011 Benchlands Pinot Noir $8/gl

    Winderlea 2012 Dundee Hills Pinot Noir $9/gl

    Seven Hills 2012 Cabernet Sauvignon $9/gl

    Its Oregon Wine Month! Were celebrating with 2-for-1 tastings all month long. Cheers!

  • OREGON WINE MONTH 2017 CHAIN RETAIL

  • WINE STEWARD DISPLAY COMPETITIONS

  • DISPLAY EXAMPLES

  • OREGON WINE MONTH 2017 ON-PREMISE PROGRAM

  • OREGON WINE MONTH FLIGHT PROMOTION

    The Oregon Wine Board and OpenTable are partnering up to promote restaurants featuring a flight of three Oregon wines throughout May.

    Participating restaurants will be promoted through OpenTable and the Oregon Wine Boards consumer advertising channels.

    Off the beaten path varieties, vintage verticals, single vineyard comparisons... now is the

    chance to feature what you love most about Oregon wine in a flight!

    Sign up: oregonwinemonthtoolkit.org

  • RECIPES AND OREGON WINE PAIRINGS

    Throughout May, the Oregon Wine Board will be featuring Chef-crafted recipes paired with Oregon wines on Facebook, Instagram and www.oregonwine.org. Its easy to submit a pairing:

    Ask a chef to prepare a recipe that can be easily made at home using commonly found ingredients and pair it with an Oregon wine

    Take a photo of the pairing Submit the recipe and photo using

    the link in the Oregon Wine Month toolkit

  • BONUS INCENTIVE FOR PARTICIPATING OREGON WINE A-LIST RESTAURANTS 2017 Oregon Wine A-List restaurants featuring a flight of three Oregon wines throughout May will receive a $50 Visa gift card to be used as a server incentive.

    For a full list of eligible restaurants visit www.oregonwinealist.com

  • OREGON WINE MONTH 2017 DISTRIBUTOR PROGRAMS

  • DISTRIBUTOR PROGRAMMING

    The Oregon Wine Board has been in touch with a variety of distributors in Oregon and Washington about Oregon Wine Month programming.

    Wineries are encouraged to share the Oregon Wine Month materials and the Toolkit with their distributors and to set up incentives with their Northwest distributors during the May promotional period.

    To be added to our contact list, or to add your distributor to our contact list, email Christina DeArment (christina@oregonwine.org).

  • OREGON WINE MONTH REP OF THE YEAR Open to ANY distributor sales rep in Oregon and Washington

    A VIP International Pinot Noir Celebration package for you and a guest 2 Packages: On-Premise and Off-Premise

    3 nights of accommodations 2 tickets an IPNC kick-off

    event on Thursday, July 27 2 tickets to IPNC

    Make nominations through the toolkit between May 15 and June 15

  • CONTACT US

    winemonth@oregonwine.org

    Slide Number 1OREGON WINE MONTH TOOLKITCONTENTS: OREGON WINE MONTH 2017Slide Number 4CAMPAIGN THEMECAMPAIGN EXECUTIONSMEDIA PLANDIGITAL ADVERTISING EXAMPLESSlide Number 9REGIONAL ASSOCIATION EVENTSOREGON WINE MONTH EVENTSSlide Number 12POINT OF SALE MATERIALSPOSTERS & CASE CARDSBOTTLE NECK HANGERSSKEWER CARDSPOS MATERIALS: ON-PREMISEPOS MATERIALS: TEMPLATESSlide Number 19WINE STEWARD DISPLAY COMPETITIONSDISPLAY EXAMPLESSlide Number 22OREGON WINE MONTH FLIGHT PROMOTIONRECIPES AND OREGON WINE PAIRINGSBONUS INCENTIVE FOR PARTICIPATINGOREGON WINE A-LIST RESTAURANTSSlide Number 26DISTRIBUTOR PROGRAMMINGOREGON WINE MONTH REP OF THE YEARSlide Number 29