Wine Growers British Columbia (WGBC) is thrilled to announce the return of the Fall for BC Wine campaign for its second year. Building on the notable success of its inaugural year, this campaign continues to champion and celebrate British Columbia’s wine industry.
The return of the Fall for BC Wine campaign is more than just a seasonal promotion; it represents a collective effort to sustain and celebrate the unique terroir, the innovative spirit, and the resilience of the B.C. wine industry. As the Wines of BC brand embarks on this second year, they will be engaging with consumers and wine industry professionals on multiple fronts to reinforce the premium quality perception of B.C. wines and winery experiences.
“While the 2023 campaign was born out of adversity and a need to support B.C. wineries during a challenging time, this year the Fall for BC Wine is a celebration of the spectacular people and places behind the wines,” said Kim Barnes, marketing director with WGBC. “With more events and experiences available at wineries than ever before, we are excited to be partnering with Destination BC to extend the reach of the campaign and promote shoulder season wine tourism opportunities to consumers in B.C. and beyond.”
The campaign features a robust digital marketing strategy, including engaging video and static content that highlight the beauty of fall in wine country such as the slower pace, relaxed weather and the fresh flavours of B.C. harvest season. The campaign’s messaging will be further amplified through a partnership between Wine Growers BC and Destination BC. While Destination BC, through its Super, Natural BC brand, focuses on promoting tourism across the many adventures to be found in the province, our collaboration ensures a synchronized effort to stimulate B.C. wine tourism this fall.
The campaign is set to reach and engage an extensive audience through a collaborative paid digital strategy and a special partnership with Corus Entertainment, featuring Local Escapes host Liem Vu visiting four B.C. wine regions and several Saturday Sips segments on Global, showcasing B.C. wines.
Wines of BC will also make a splash in the key market of Vancouver, B.C., at the end of September with the Swirl Around BC Wine Expo. The event, held amidst the Fall for BC Wine campaign, is an excellent touchpoint exclusively between B.C. wineries and B.C. wine professionals from the media and hospitality fields. The Expo will be an all-day celebration of B.C. wine, designed to deepen these stakeholders’ understanding of the unique terroir, wine styles and what the future holds.
Make sure to follow @WinesofBC and #FallforBCWine to join the conversation and visit WineBC.com to learn more about the Wines of British Columbia.
Kelly Josephson is communications manager for Wine Growers BC which represents the interests of B.C. wineries dedicated to producing 100% B.C. grape wine.