Laura Kittmer
Wine Country: Your Urban Escape is a campaign launched this fall to inspire British Columbia, Alberta and Washington travelers to visit BC’s wine regions this harvest season.
“We are thrilled to be partnering with Destination British Columbia’s Co-op Marketing Partnerships Program on this extensive plan,” explains Maggie Anderson, BCWI marketing director. “Through this campaign, we are reaching out to neighbouring travelers and inspiring them to take a trip to BC’s wine regions and enjoy the many wine and culinary experiences available during an exciting time of year.”
The campaign is part of the BCWI’s Wine and Culinary Tourism strategy that was developed to support all of the wine producing regions in the province and the local culinary offerings in these areas. The goal of the campaign is to increase awareness, visitation and sales to all BC wineries and associated culinary businesses as well as increase overnight stays in BC wine primary regions, by inviting travelers to find a new wine experience somewhere in BC.
BC VQA Wine sales (litres) are at an all-time high, up 17 per cent from 2015 across all channels with BC VQA Wine sales (litres) direct from cellar doors up 25.1 per cent from 2015. Visitors to BC in the first seven months of 2016 were also higher than ever before: up 12.5 per cent from last year, according to Statistics Canada.
“BC continues to gain global recognition for producing premium, internationally-acclaimed award-winning wines. Our wine region is attracting tourists from all over the world to enjoy our exceptional wine touring experiences,” says Anderson.
Wineries throughout BC have reported a busier than ever summer, and wine shops were still buzzing headed into fall. With tourism numbers up, and more awareness being driven towards BC’s unique wine touring regions, wineries are staying open throughout the cooler seasons, offering everything from tastings, to private wine tours and food pairing experiences.
“When life is busy and the next holiday seems months away, harvest is when the vineyards come alive, chefs experiment with local seasonal ingredients, and hotel rates start to reflect the cooler temperatures. It’s all about that ideal getaway that BC wine country has to offer,” notes Anderson. “This campaign encourages everyday commuters to take a break from their day-to-day routines and enjoy some 100 per cent British Columbia wine right where it’s made.”
Wines of British Columbia will also be launching a new wine and culinary video in the coming months. For more information about the BCWI Wine and Culinary Tourism program, visit www.WineBC.com.