Giving The Vines The Opening It Deserves
With a scenically spectacular location in the heart of Mendoza, Argentina, the Vines Resort & Spa, which opened in early 2014, was perfectly positioned to become one of South America’s foremost luxury wine experiences.
But there was a problem. While Argentina was starting to appear on travelers’ “must-go” lists, and Mendoza was becoming more known as a top wine region in South America, the Mendoza Tourism organization put little effort towards proactively promoting the area to outside visitors and U.S. travelers.
What We Did
We knew we could do better. TURNER launched a national campaign to introduce the new hotel to key media and targeted consumer audiences across the U.S. We also developed specific messaging to educate consumers about the destination & the emerging wine region in an effort to bring it to center stage while also spotlighting the resort within it. We conducted proactive, strategic outreach to penetrate targeted, top-tier media & also executed select media FAMs to the resort & region in order to increase awareness of it as a vacation “hot spot”.
As a result of our efforts, we secured several feature stories & generated continuous significant coverage in top priority print & online outlets, including feature placements in Robb Report; Food & Wine; Conde Nast Traveler; Travel + Leisure; Elite Traveler; Departures.com; Celebrated Living, NYTimes.com and countless others.