YouTube - Coming Soon: Icewine THE MOVIE

Catch the Buzz of

20 Bees

Background

20 Bees is a Niagara region 100% homegrown grapes winery. They are located in the prestigious town of Niagara-on the-lake. Their 30 acres is also host to a wine boutique offering tastings, gifts and locally made honey. The Niagara region is known throughout the world for its wineries, and is host to several different events, competitions and festivals for the wine making industry. 20 Bees wines have a reputation for being great tasting and unpretentious and affordable. Their 2005 Vidal Icewine has won the Bronze Medal in the 2007 Ontario Wine Awards.Icewine harvests as well as the Niagara Icewine Festival are two major events for the industry. Although the harvest is unpredictable, the festival is set for January 15th – 24th, 2010. An integral part of the festival is Winterfest – which is a showcase of Niagara area food and wine, art and culture. Admission is free and ice wine will be showcased.20 Bees want to launch a timely and relevant campaign for their award winning ice wine, to create greater brand interest and awareness, and ultimately generate popularity and purchase of 20 Bees Icewine along with other 20 Bees products.

Swot Analysis

StrengthsEstablished brandOwned by larger parent corporation100% homegrown grapesGreen (homegrown) feeling Award winningCentral location with wine boutiqueGrassroots start-upGood reputationLocal business partners (Hamilton Tiger Cats and honey producers)Product sold at LCBO, and has its own brand wine storeShipment delivery programsCurrent social media followersEffective Web site, including news room area 

Swot Analysis

WeaknessesMajor competitionShort company lifespan (newer company) 

Swot Analysis

OpportunitiesCurrent area events, Icewine Festival/WinterfestAward winning area restaurantsInvolved and smaller community areaTiming – events and harvestSold at Tiger Cats GamesLarge winery with property, store and tasting area in Niagara-on-the-Lake

Swot Analysis

ThreatsPoor critiquesProduct wastePoor attendanceAnnoyed communitiesLack of cooperation from affiliates

CommunicationObjectives

Create awareness of the 20 Bees brand, focusing on the 2005 Vidal Icewine

Inspire interest in the 20 Bees 2005 Vidal Icewine

Encourage use of 20 Bees Ice wine

Audiences

Consumers – age 30-60, medium to high income bracket

Media

Local restaurant owners

Tourists

Key Messages

The icewine process requires talent, dedication and luck. 20 Bees perfected the process in 2005, with the award winning Vidal Icewine.The sweet and surprising taste of 20 Bees Icewine will have your guests buzzing about it.

It should be no surprise that 20 Bees Icewine is homegrown and an enjoyable and affordable dessert alternative.

We have support from our communities and business partners because of the high quality of our product.

Strategies

Hold an event to create interest from our audiences and acquire attention

Offer free samples and tastings to encourage restaurants and customers to use and carry our product

Gain attention and publicity from the media

Use social media to help create a buzz and support hype

Offer percentage discount

Train a spokesperson

Have a tour.

Theme

Create a Buzz with 20 Bees

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Tactics

TimingTactic initiation to commence one week prior to Christmas

holidays.

Reasons:

•Before Icewine festival

•Audiences are more likely to be home and/or in town for the holidays.

•Audiences are likely to be out for dinner and socializing with co-workers friends and family.

•Holiday spirit will assist in inspiring interest and appreciation

Tactics

A Sweet WeekCreate a Buzz

Taste the NectarCome back to the Hive

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Create a Buzz

Days 1-5, Monday to Friday

Produce and plant 20 ice bee sculptures. On the fifth day, the ice sculpture will be of the 20 Bees logo. Source of sculptures is to be hidden from all audiences.

Photo-op media advisories will be sent out with direction to key target areas.

Use social media tools to support the buzz on the event. Develop a following of interest in the campaign. On the fifth day, give follower’s direction to a Web site containing the leaflet information and printable version.

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Taste the Nectar

Days 5 -6, Friday and Saturday

(Friday) 20 Bees will provide samples to 20 area restaurants.

The leaflet will be presented to patrons with the ice wine.

Provide a media kit to targeted media outlets, to support stories published on Monday.

(Saturday) Offer taste tests at selected Niagara region LCBO locations. Have leaflets available at all LCBO locations in the Niagara region.

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Come Back to the Hive

Day 7, Sunday

Hold sale event at the wine boutique in Niagara-on-the-lake.

Invite the media as well as customers. Have spokespersons ready to answer all audience questions. Offer more product samples.

Have a tour of the winery for customers and media. .

Spokespersons

Hamilton Tiger Cats (in uniform, but modify it took look bee-ish)

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Murray Marshall, President & CEO