Collaborative Press Trip. Uco Valley Pioneers
objective
Position the Uco Valley as the sub-region responsible for producing Mendoza’s highest quality wines, illustrating the sub-regions diversity and how it produces so much more than Malbec.
Demonstrate how the pioneering vision of the Uco Valley’s first wineries translated into a world-class wine producing region. Underline the Uco Valley as a highly desirable travel destination.
Strategy
Introduce to a group of carefully curated top-tier media writers, from a cross section of media outlets to the best of the Uco Valley.
In lieu of an existing regional organization, agency brought together three pioneer wineries, that together represented the main subregions. Working together with their neighbors, the wineries and agency produced the first in-person media experience of Uco Valley and its wines.
results
Highlights: Wine Enthusiast’s annual Best Wine Travel Experiences feature, Beverage Media Group cover story, Sevenfifty, Forbes.com and Wine Review Online. Agency programming accounted for...
*Coverage spanned trade + consumer outlets; print + digital and across wine, travel and lifestyle categories.