Wine Travel
To create awareness of the burgeoning wine tourism opportunities in Chile, TTC launched a multi-phased campaign targeted to both media influentials and consumers. Through niche destination trips, a series of digital engagements and a robust media relations campaign, the initiative garnered more than 260 million media impressions including feature stories in CNN Travel, Wine Enthusiast, Hemispheres, OUT Magazine, AAA Horizons, The New York Times and National Geographic Traveler.
The results, collected in an independent study, determined that awareness of travel to Chile centered around “vineyard and winery exploration tours” jumped a full 10 points during the campaign period—rising from 24% to 34%; one in ten respondents had seen, heard, or read about wine tourism in Chile; and seven in 10 respondents expressed interest in taking a wine exploration tour in Chile, up 27 points.