The Client
The purpose of the Colorado Association for Viticulture & Enology (CAVE) is to encourage and support enology and viticulture in Colorado. CAVE represents 170 Colorado wineries and three wine regions – the Front Range, Grand Valley, and West Elks. In Sept. 2021, CAVE was awarded participation in the Restart Industry Associations Programs by the Colorado Tourism Office and provided with 75 hours of technical support from OnWard Digital Media.
Services
Facebook advertising management
Landing page development
Copywriting
The Opportunity
Colorado is blessed with three unique wine regions, two of which are open all year long. However, during the off-season, wineries see a decline in visitors, especially in Grand Valley on Colorado’s Western Slope.
The Solution
As an independent contractor for the CTO, Olivia developed four Facebook campaigns, highlighting the different wine regions and their unique aspects. The goals of the campaigns were to increase awareness of wine regions and encourage residents and visitors to experience them.
Ad creatives targeting Colorado residents were tailored to seasonal interests and reasons to travel to the regions and visit the wineries. While ad creatives targeting visitors made them aware of Colorado’s wine regions and encouraged them to visit during their stay.
All ads encourage visitors to visit CAVE’s website and interact with a list of wineries by region. To encourage longer website sessions, landing pages also featured lodging and activity listings, while cultivating partnerships with local tourism sites.
The Results
The ad creatives increased overall awareness of Colorado’s wine regions and inspired action. The ads had an average CTR of 1.42%, which is 0.52% higher than the travel and tourism average. From the website sessions attributed to the campaign, 99% of users were new CAVE website visitors. The average website session was 44-seconds, which is 29-seconds higher than the referral source industry average.
“Olivia’s knowledge and expertise in digital media placed the Colorado wine industry in front of hundreds of thousands of new customers during our six-month digital campaign. We had the opportunity to leverage new platforms, reach new consumers and acquire essential photo assets for our industry.”
Cassidee Shull, Executive Director for CAVE
