The Challenge
To boost visitor arrivals and ultimately, wine tasting room sales, DCI was brought on to handle Finger Lakes PR and branded the vineyard region of upstate New York as Finger Lakes Wine Country using public relations.
The Results
- Proactive media outreach generated feature stories in Boston Globe, Budget Travel, Food & Wine, New York Times, Sherman’s Travel, and Time, among others.
- Broadcast coverage included Canadian Learning Television, NBC’s Today, NY1 and The Outdoor Channel.
- Publicity program generated $1.8 million+ in direct advertising equivalency in the first two-years, reaching 17,000,000+ consumers.
- Visitor website inquiries grew 175% in 18 months.
