KLINK Wine Tourism Awards 2015 Campaign

Design, Event Marketing, Social Media
  • Client Klink
  • Date 06-09-2016
CHALLENGE

Klink is a consumer voted wine tourism competition focused on featuring and promoting great attractions in the Cape Winelands. The challenge getting involved with the 4th Klink Awards was firstly doing something fresh and exciting. We wanted the social media drive to be essential to the campaign and go beyond like and share, thereby enhancing the PR value for participants and consumers.

RESPONSE

We created ‘Klink Season’ to give the campaign a clear time flow and maximize the value to consumers by giving it the feel of a two-month long Spring wine tourism exploration event. Careful planning of content and quality graphics included high quality itinerary maps featuring different areas, making it easy for the visitor to do trip planning. We were also determined to increase the value to wineries by driving visitors through our campaign. We used the term #beentherelovedit to encourage people to visit finalists and then vote for the ones they found worthy. This was supported with collateral including tent cards and poster designs made available for finalists to display in their venues.

RESULT

Klink Season was a great success with consumers, trending nationally on Twitter on two of the three milestone event days (launch and finale) and trending just outside the top 10 at the midway mark. Consumers reacted positively to the higher information value of content. Reaction from participating wineries and wine tourism businesses was that the campaign was well-run and that being a finalist or category winner significantly contributed to their online visibility.