Wine tourism is an important part of the tourism brand for the Yakima Valley. The Yakima Valley Visitors & Convention Bureau (VCB) recently implemented a series of projects to build wine tourism for the Valley and beyond. Here are a few examples:
- The Yakima Valley and Tri-Cities VCBs took over managing the Washington Wine Country regional branding organization.This organization brands and markets the region from Yakima to Walla Walla, where more than 90% of Washington’s wine grapes are grown
- The Yakima Valley VCB took the lead to get the ‘case of wine flies free’ on Alaska Airlines program (Taste and Tote) expanded from Walla Walla. Now Alaska customers can check a case of wine free from the Yakima, Tri-Cities and Walla Walla airports.
- In partnership with those communities and dozens of businesses we promoted the Taste and Tote program through table tents, in-flight and consumer magazines, travel and lifestyle media plus social media channels. The media exposure alone reached nearly nine million readers and yielded more than $54,000 in media value.
- The Yakima Valley VCB built the website for the Taste and Tote program and redesigned the Washington Wine Country website.
- We also redesigned and promoted our VCB wine tourism micro-website. It includes an interactive wine map, events, winery listings, suggested tasting routes, AVA information, wine country history and more. It and other sites of the VCB were made mobile ready for smart phones.
- We launched Winedoggies.com, a new website for visitors traveling with their dogs. Highlights include a ‘doggie bloggie’ hosted by a local dog, an interactive map of around 50 dog-friendly businesses, Twitter account plus a section where guests can add pictures and stories of their dogs enjoying our region. The Western Association of CVBs awarded the bureau a Best Idea Award for the site in the 2012.
- The Yakima County Development Association (New Vision) with Yakima County and wineries completed a process to replace and update existing directional signs. We were actively involved in that project.
- Our multi-channel marketing campaigns had a strong wine and culinary focus. In the spring we ran a radio campaign on Seattle radio stations. It reminded folks on the ‘wet side’ of the state that the sun does shine and that there are many reasons to visit our wine country. It was a finalist for the national Radio Mercury Awards. To hear the radio spot click http://budurl.com/FindSpring
- In November 2012 we launched Sip, Ski and Savor, a winter campaign that included wine related events and other activities. A focus of the campaign was a weekend getaway contest. Since the program launched, we’ve seen a 25% increase in web visitors, 1,500 requests for information, and 2,000 new Facebook fans.
- We had a busy year working with the media to place features on the Valley. Many of these had a focus on wine related events and attractions. Stories were placed in National Geographic Traveler, San Francisco Chronicle, Bend Bulletin, Wine Enthusiast, Seattle Magazine, Sip Northwest and many other outlets. Our efforts resulted in 95 travel media articles with an advertising value exceeding $1.56 million in value. For samples check our Yakima Valley in the News section of our website.
- Underlying our marketing and advertising was a coordinated social media strategy across a variety of platforms.
The end result has been a greater awareness of the Yakima Valley and Washington Wine Country as a wine and culinary destination and more visitors.