MARKETING

1. To raise the prestige and desirability of all Oregon grapes and wine.
2. To encourage more direct sales by attracting visitors to tasting rooms and winery websites.
3. To facilitate quality distribution both in the US and targeted export markets.

We achieve these goals through Media Relations, programs that promote Tourism and through our newly redesigned Website.

MEDIA RELATIONS:
Building relationships with wine, food, travel and lifestyle journalists and providing opportunities for them to experience Oregon wine, ideally while in Oregon wine country, were hallmarks of the media relations strategy. A mixed portfolio of guided individual and group tours, including Oregon Media Camp; and outreach to journalists in their own markets with pitches, press releases and industry reports, ensured that Oregon wine stayed top of mind with key consumer and trade wine media. An updated media kit included industry background, key statistics, story ideas, maps and images. In 2006, we distributed 1,500 kits to industry members to help with individual and regional marketing efforts. We’re continually tracking Oregon wine stories in food and wine; travel; lifestyle and business/trade publications to see which audiences we’re reaching and how effective we are in key outreach markets.

TOURISM:
OREGON WINE EXPLORER
Loaded with information to help travelers plan a trip to Oregon wine country, the Oregon Wine Explorer™ site features interactive mapping technology pinpointing wineries and vineyards by region. Visitors to the site can search for specific winery and vineyard locations, by wine type or other tourist amenities such as tasting room hours to help plan a trip. The search capability also directs visitors to explore individual winery/vineyard web sites, wine clubs and online sales rooms.

OREGON BOUNTY
62 wineries participated in this statewide tourism promotion, where consumers could sample wine, pears, cheeses and hazelnuts in tasting rooms from late October through the end of November 2005. Wineries reported increases in both foot traffic and case sales during the promotion. In addition, a retail promotion throughout the state spotlighted Oregon wine along with other agricultural products. A breakdown of partners: 50 Safeway stores, 12 Fred Meyers, 10 Albertson’s, 11 Thrift-ways, 12 Roth’s, 5 Zupan’s, 7 Market of Choice and 6 New Seasons Markets. In-store sampling and displays at Safeway and Fred Meyer locations resulted in a more than 20 % increase in Oregon wine sales volume. Restaurant and lodging promotions were also included in the program. Oregon Bounty is a partnership between Travel Oregon, the Oregon Wine Board and other commodities commissions. VINTAGE OREGON BROCHURES Vintage Oregon, our statewide touring guide, continues to be distributed to wineries, B&Bs, visitor centers and interested consumers throughout the country. In the last fiscal year, we distributed a total of 47,790 brochures. Inventory is being depleted quickly, and a new guide will be produced for the 2007 touring season.

WEBSITE REDESIGN AND MARKETING:
The Oregon Wine Board received a Value Added Producer Grant from the USDA in September 2006. This grant enables us to redesign the oregonwine.org website and promote it. The first phase of the website has been completed. The consumer pages of the site tell the Oregon story, focusing on the aspects that make our wines unique. There is detailed information about each AVA from a wine perspective as well as from a tourism perspective, to encourage wine tourism. The newly designed Wine Explorer is integrated into the consumer information to make it easy for consumers to find participating tasting rooms.

The industry portion of the website contains a wide range of information including: Oregon Wine Industry Symposium details, OWA membership information, the Preferred Vendors list, Performance Metrics for marketing programs, compliance information, links to industry partners, a news archive, and contact information for the OWB staff.

We have many website enhancements slated for the coming months. A “Wine Finder” will be integrated into the Wine Explorer to enable consumers to select an Oregon Wine and then buy it directly from the winery. Two “Event Finders” will allow both consumer events and industry-only events to be posted. We will also create a Job Board and an Industry Discussion forum for the sharing of information.

Media relations will be one of our key website promotion vehicles. We will also purchase relevant search terms on top search engines and leverage highly targeted opt in email list.

For complete details about 2007/2008 marketing plans, please contact Tara Anderson (tara@oregonwine.org) and request a copy of the Strategic Plan and Budget. This information is only available to members of the Oregon wine industry.