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In October, CTTC partnered with the California Wine Institute at the U.K.'s largest consumer wine show. The three-day show attracted around 15,000 consumers fitting the U.K.'s important cultural explorer demographic. The opening evening is reserved for media and invitation-only, so the UK PR team enjoyed a great opportunity to talk to travel media, wine media and lifestyle media about California wine tours, the wine experiences of California and how to include wine as part of a California holiday.
During the three consumer days, the Wine Institute showcased its 2008 U.K. benchmark collection at the California booth, hosted in conjunction with California Tourism. The trade team talked to consumers about California wine tours and experiences, wine as part of a normal California holiday and California wine-specific holidays across the entire state. CTTC distributed California collateral. New for this year, we secured rights to the hit TV show “Oz and James’ Big Wine Adventure,” particularly their adventure through California’s land of wine and food. In addition, Oz Clarke was one of the celebrity wine gurus taking consumers on “wine walks” through the show, ensuring all groups stopped at the California stand for a tasting and discussion.
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Related Images
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The Wine Show was attended by nearly 15,000, including high-level UK media:
• Thursday (media and by invitation only): 2,990
• Friday: 3,559 consumers
• Saturday: 5,455 consumers
• Sunday: 2,748 consumers
Click on the thumbnails to the left for full-size photos. Right-click, then choose "save picture as" to download. Contact Brooke Byrd at bbyrd@visitcalifornia.com for high-res images.
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