OKANAGAN CRUSH PAD

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drinking is part of their lifestyle, but at the same time they value their nutrition and health. They base their wine selection on labels, food pairings, brand recognition and the drinking occasions (which can be any day of the week) (Jaeger, Danaher, & Brodie, 2010). They aim to become sophisticated drinkers, by educating themselves about wine through word of mouth, social media and personal trial, but are considered unsophisticated drinkers (YaYa Connection, 2012). Campaign Analysis OCP used various marketing communication channels, such as advertising, public relations, direct marketing and sales promotion, to achieve their objectives. However, there is a disconnect between the message OCP wishes to convey as a company, and the message delivered by the Liquid Geography campaign’s tagline and theme. Liquid Geography heavily focused on OCP’s Okanagan roots by using boring, stock images and tone. It also aimed to establish OCP as funky, vibrant, daring and friendly. Many objectives made it difficult to integrate the campaign into one key message, which buyers could associate with. Advertising The objectives of advertising and chosen media vehicles in the campaign were to establish and position the OCP brand in both the business and consumer markets and increase overall awareness. Liquid Geography’s advertising layout consisted of an image of the Okanagan Valley, three bottles of OCP wines, the OCP logo, and minimal copy. Advertising tactics such as online banners, big box displays, magazine print ads, and brochures were executed (see Appendix B-1 for a full list). However, the “Liquid Geography” copy tagline was only used in print and online messaging, but was not integrated in other areas of advertising. Print Brochure The brochure (see Appendix B-2) is distributed to the target market through wine and trade exhibits, and sales representatives. It includes a brief explanation of the organization, staff, location, overall philosophy and their house wines. Each wine featured on the brochure has a small description explaining the wine characteristics, amount of production, prices and food pairings. The one key message of the brochure is that OCP wines are “the purest possible expression of there they come from”, showing their Okanagan pride. The front of the brochure is visually appealing, as it makes use color and emphasizes the logo. However, the image of the Okanagan Valley is different than that used in the Liquid Geography ads, creating inconsistency. The outside panel and back of the brochure introduces the OCP team, which identifies with their fun and personable corporate culture. OCP’s unique selling point – the use of concrete egg fermentation - is highlighted on the back panel, satisfying OCP’s objective of increasing awareness and identifying their individuality. Full contact information and social media links are clearly listed on the back, making it easy to get in touch with OCP. The inside of the brochure is their sell sheet, conveying a different style and tone from the front. This side of the brochure appeals to their primary audience, but detracts from the friendly, informative nature of the front information. It is not consistent in establishing a brand connection and driving consumer demand. Overall, the brochure does not have a consistent creative appeal and uniform flow. While each side is effective at communicating information about OCP or the wines they sell, as a whole, the piece clashes when the brochure is opened and reviewed. It is speaking to two different audiences, as it is trying to achieve too many objectives within one piece. LOGICAL ART Page | 7
Magazine Most established wineries rely heavily on traditional print advertising to grow awareness of their brand. However, these ads are often generic and staid. OCP’s print advertisements are no different (see Appendix B-3). The ads are published with the intent to associate OCP with the Okanagan and establishing the OCP brand. The ads include the call to action to visit the website for more information, purchase online (as they can ship across Canada), or visit the store. The sans-serif typeface is effective as there is a small amount of copy; it is crisp and represents the modern brand. The earthy hues of the background image evoke serenity, warmth and peacefulness. However, the wine bottles, blend into the background and are lost, which they are supposed to be the focal point. This creates undue emphasis on the rosé bottle of wine. The campaign’s message is lost; there is no copy to communicate any brand benefits or product information. The elements in the ad do not speak to the targeted B2B audience. The ad doesn’t attract OCP’s secondary audience either, as it is positioned in an older, sophisticated drinker’s domain. Advertisements are placed in publications such as Wine Trails, Savour, and City Palate magazines. City Palate is a Calgarybased magazine; therefore including store hours in the copy may be irrelevant and wastes valuable space. OCP’s advertising in wine publications does not necessarily reflect any specific strategy, as winemakers are generally expected to advertise in large wine publications to maintain relationships with them. Therefore, no accurate, measurable success can be gauged from the ads’ placement. Although the calls to action are sales oriented, the ad does not drive demand from retailers or end consumers, as no features or benefits are presented. It doesn’t represent OCP’s quirky and fun personality, but does communicate the relationship between OCP and the Okanagan. Online Advertising Online advertisements contain similar elements as the (above) magazine ads, with minor adjustments to layout and reduced copy to fit smaller, online areas. OCP has placed online advertisements on lifestyle and food interest websites, directed towards OCP’s secondary target market. For example, they have placed a banner ad on WineDiva.ca (see Appendix B-4), a Canadian wine blog, and a big box advertisement in a prime location on Scout Magazine’s homepage (see Appendix B-5). Urban Diner (see Appendix B-6), a wellknown community-style website about local Vancouver cuisine, also features a collage of online ads, including OCP. Both public consumers and restaurants would also visit Urban Diner’s website, as they feature blogs on new up-and-coming restaurants. Clicking on an OCP ad directs the viewer to the OCP website. The fact they are featured on the websites for an extended period (2-3 months) suggests increased impressions and frequency. Research has shown that “repeated exposure to a product via banner ads generate a positive feeling towards that product” (Baker, 2012). Therefore, exposing OCP wines on the advertisements will create a positive position among the minds of those who influence the retailers and restaurants within OCP’s target market. Scout Magazine and Urban Diner ads are placed on the right hand side of the webpage, above the fold, retrieving a reported average viewership of 74% (Fox, 2012). However, Wine Diva places the OCP banner below the fold of the blog; according to Mashable.com, this creates less exposure, receiving an average viewership of just 33%. While the ads are attractive, they are not original or extremely noticeable. The websites advertising OCP are not very well established and do not align fully with a similar OCP persona. Public Relations Wine producers are heavily dependent on professional publications and influencer opinions to grow awareness and trialing of their products. Winemakers are “expected” to support the industry by advertising, hosting media events, and attending exhibitions. In return, the media covers the events quite extensively. LOGICAL ART Page | 8
Page 1 and 2: OKANAGAN CRUSH PAD
Page 3: Campaign Analysis & Recommendations
Page 7 and 8: OCP’s vision revolves around pass
Page 9 and 10: use dedicated distribution channels
Page 11: Target Market OCP’s primary targe
Page 15 and 16: Wine Access magazine The Vancouver
Page 17 and 18: This media selection is rewarding i
Page 19 and 20: Sales Promotion The sales promotion
Page 21 and 22: store. In order to position OCP acc
Page 23 and 24: Association with Okanagan Terroir O
Page 25 and 26: Improved Thank-You Cards - The call
Page 27 and 28: OCP could have used spiff promotion
Page 29 and 30: Industry Canada. (2011, 12). Establ
Page 31 and 32: Appendices Contents APPENDICES ....
Page 33 and 34: Appendix A-2 (The Province of Briti
Page 35 and 36: A-5 Competitor Wine Labels Campaign
Page 37 and 38: Magazine B-3 Magazine Online B-4 Wi
Page 39 and 40: C. Public Relations Media Coverage
Page 41 and 42: LOGICAL ART Page | 11
Page 47 and 48: Direct Mail D-2 Thank you card LOGI
Page 49 and 50: -4 My Pad Newsletter - Front LOGICA
Page 51 and 52: D-5 B.S. Newsletter LOGICAL ART Pag
Page 53 and 54: D-8 Blog D-9 Competitors Social Med
Page 55 and 56: E-3 Shelf Talkers LOGICAL ART Page
Page 57: G. Advertising G.1 Advertising Sche

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