OKANAGAN CRUSH PAD

Wine Access magazine
The Vancouver Sun newspaper
The Province newspaper
Design vs. Wine Canada.com
Winediva.com
These publications help cement their growing reputation as a respectable and quality winemaking facility. Furthermore, it
addresses their objectives of growing consumer and industry awareness.
OCP & Industry News
Coletta’s experience has resulted in interviews regarding industry trends, regulations, and developments (see Appendix C-1).
This is an excellent opportunity to leverage her media contacts and wine expertise.
The representation of Coletta and OCP as an expert, lends credibility and respect to the company. For example, Global News
interviewed Coletta regarding the governmental tax implications of distributing wine across Canada, currently under review and
closely monitored by the industry. The Globe and Mail ran a full article on the controversy OCP is creating as BC’s first virtual
winery, and The Vancouver Sun produced a feature on OCP and how they were supporting local, smaller growers with their
custom crush facilities. Maclean’s Magazine and B.C. Local News also wrote pieces regarding how OCP’s virtual winery
model will help the industry as a whole. This messaging (of being unique and unconventional) is key to OCP’s strategic
objectives.
OCP Wine Reviews
OCP send their wines to influential reviewers so that they can be tested and reviewed in their publications. Magazines,
newspapers, and online resources such as Vancouver Magazine, The Vancouver Sun, Tidings, Natalie Maclean, The Province,
Vancouver View, The Georgia Straight, and others, have reviewed OCP wines with mostly high regard (see Appendix C-2).
Both OCP’s target audience as well as end consumers read these reviews.
Other Media Coverage
There are extensive online magazines, newspapers, and digital articles covering all aspects of OCP and their wines. There are
also a large number of YouTube videos that speak about OCP and their wines, how the company was started, and what they do
within the industry. OCP was also featured on Tasting Room Radio in June, 2012 (CKUA, 2012).
The equivalent value of OCP’s print media coverage and exposure generated through public relations activities is estimated at
$82,322, as per 2012 Card rates. Online exposure is estimated at approximately $14,000.
OCP’s custom crush model has naturally attracted the media, as people want to learn about their business model and offered
services. This has subsequently led the media to conduct tests and write reviews on their wines, in magazines, newspapers, and
online. These are usually favourable, and OCP have done a good job of sharing the reviews and scores across their social media
channels and direct marketing efforts.
Philanthropy
OCP has a strong philanthropic culture, especially for such a new company. Some efforts predate the winery itself, through
Coletta’s existing, long-standing support of various causes, while others support the industry and/ or OCP personnel’s interests.
Coletta has been involved with the Pacific Assistance Dogs Society (PADS) for many years and is on the PADS board. PADS
assist in the training of dogs and aid those with disabilities. There are numerous dogs from the program around OCP’s office
and pictured in OCP communications. OCP provides donations, raises awareness for the organization, and currently sponsor the
training of an assistance puppy. Dogs and the wine industry go hand in hand, and some competitors even leverage their whole
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