Harvesting Off the Grid
In collaboration with local industry partners, and support from Destination British Columbia, the BC Wine Institute has launched BC Wine Harvest Month October 1 to 31, to celebrate all things harvest and work together with industry for a strong and bright future for British Columbia wine, hospitality and tourism.
To encourage local support and help strengthen the collective industry, the BC Wine Institute has partnered with Destination British Columbia, the BC Hotel Association, BC Restaurant and Food Association, BC Dairy Association and BC Seafood Alliance to collaboratively honour and celebrate the British Columbia harvest season and a brighter future for all industries going forward.
“2020 has been like no other. Our industries were quick to respond and adapt during an unpredictable time, but we’re not out of the woods yet,” says Miles Prodan, President & CEO, BC Wine Institute. “This campaign brings local industry together to strengthen the collective and work collaboratively to bolster local support and celebrate some of the finest this province has to offer.”
The multi-pronged campaign aims to create awareness of BC Wine Harvest and encourage local support, while inspiring consumers to Go Where the Road Wines and explore BC wine country, all while using the new Wines of BC Explorer website and downloadable app for mobile devices to plan their purchases, experiences and local getaways.
Consumers can find an array of incredible experiences on the app including specially curated wine routes, along with a listing of participating BC restaurants, retail stores, hotels and the various promotions being offered this month, providing an easy and user-friendly way to explore, discover and support all that our incredible province has to offer. The campaign also includes a Harvest Sips & Trips contest that offers nine grand prizes with one spectacular prize being awarded in each wine region.
“This campaign really aims to bring our local wine, hospitality and tourism partners together to ensure a strong future for all of us,” says Kim Barnes, Marketing Director, BC Wine Institute. “We know many BC industries are feeling the effects of 2020 and we want to keep the ‘support local’ message top of mind as we head into the winter season.”
The campaign includes a Global News Saturday Sip segment on October 10, featuring Mark Filatow, Executive Chef and Sommelier at Waterfront Restaurant in Kelowna, recently voted Best in the Okanagan Valley by the Vancouver Restaurant Awards, who will pair 100% BC wine with locally-sourced food.
"Restaurants are an important place for people to experience how awesome BC wine is ̶ especially when paired with BC seafood and beautiful locally-produced cheese plates,” says Ian Tostenson, President and CEO, BC Restaurant and Foodservices Association. “We're excited to encourage people to experience all the harvest tastes BC has to offer.”
Throughout October, campaign promotional materials will be seen in local BC wineries, hotels and restaurants, BC Liquor Stores and all Wines of British Columbia stores located in select Save-On-Foods stores. Digital and broadcast components include radio spots, YouTube series with cooking demos, ZOOM videos from the vineyard, blogs, harvest wine pairings and curated wine routes all aimed at promoting local wine, food and travel. Vancouver-based influencer Viranlly will explore Vancouver’s restaurant scene for the best BC wine lists while VanCityWild, west coast adventurers and family of three will head out on a harvest road trip in the Fraser Valley wine region featuring family-friendly wineries.
“We’re thrilled to provide the opportunity to our hotel members to connect with a customer segment that may not have considered a fall BC road trip before,” says Ingrid Jarrett, President & CEO, British Columbia Hotel Association. “Further, it strengthens the ties with other like-minded industries intent on positively navigating this challenge together.”
In a year that has proven local support is more important than ever, the BC Wine Institute is happy to partner with local industry associations to help bolster our provincial economy and work towards a strong and bright future for our province. Together, we are stronger.