Challenge Strategy Results
Landis Communications Inc. (LCI) (PRGN's San Francisco agency, www.landispr.com) launched Delicato Family Vineyards’ new Night Owl Wines (www.nightowlwine.com) throughout the United States. These single-vineyard wines come from California's San Bernabe Vineyard, the most diverse single vineyard in the world and the largest part of the new San Bernabe appellation in Monterey, California. Night Owl's name is a tribute to the owls—Great Horned Owls, Barn Owls and Burrowing Owls—that live and “work” on the San Bernabe Vineyard, helping to keep the vineyards free of the rodents who can harm the vines. In addition, Night Owl Wines proudly supports the mission of the National Audubon Society to protect birds and their natural habitats.
LCI’s strategy has been to leverage the story of Night Owl Wines' tie to the National Audubon Society and the great price point for the single-vineyard wine (most are around $10 U.S.). Additionally, LCI created a survey to ask consumers how much of a real "night owl" they are - and promoted the results in communities throughout the U.S. LCI also partnered Night Owl Wines with Chronicle Books to launch the new coffee table holiday book, Wine Tasting Party Kit -- and Night Owl Wines hosted the book's launch party in San Francisco. LCI also created promotional opportunities for new customers to sample the wines at such high-profile events as San Francisco Magazine's annual "Fall Fest" party.
LCI’s media coverage to date on behalf of Night Owl Wines has included magazines, newspapers, TV and radio placements across the country, including Les’ Wines and Vines (syndicated national radio show), Lemonade Magazine (national magazine), Wine Enthusiast (national magazine), Beverage Analyst (national magazine – in Arizona, Colorado, Nebraska, Nevada and New Mexico), Denver Post, Arizona Republic, Time Out Chicago, Portland Oregonian, Contra Costa Times (near San Francisco, California), KNTV-TV (San Jose, California), WFAA-TV (Dallas, Texas) and WSAB-TV (Savannah, Georgia). Most importantly, in their first year, Night Owl Wines are selling out in stores such as Whole Foods Market throughout the country.