A Wine PR Case Study
Wines of Chile Tourism: How do you reveal a country’s hidden gem?
To create awareness of Chile’s burgeoning wine tourism industry, TTC launched a campaign built on a platform of “luxury redefined,” positioning Chile as a country ripe for exploration. The program included niche press trips, a highly choregraphed media relations plan and a series of digital initiatives illustrating culinary experiences, beautiful vistas and rich cultural interactions in Chile. The campaign exceeded engagement goals by 300% and yielded feature stories in CNN Travel, Wine Enthusiast, Hemispheres, OUT Magazine, The New York Times and National Geographic Traveler. A third-party study determined that awareness of travel to Chile for “winery exploration” jumped 10 points during the campaign period. Additionally, one in 10 respondents had seen or read about wine tourism in Chile, and respondents expressing interest in taking a wine exploration tour in Chile grew 27 points.