OKANAGAN CRUSH PAD

Executive Summary
Okanagan Crush Pad is a winery based on producing in-house wine brands and client-based wines, using a
“custom crush” model, and imported concrete egg shaped fermenters; both firsts in Canada. Their brand
personality matches the more unconventional, rebellious and daring direction the industry is taking. However,
this comes with its own challenges and risks; posing the need for past campaign analysis and a new
recommended campaign.
The proposed campaign for OCP’s summer season is titled “Okanagraffiti”; an affiliated artist inspired mix of
city street art and the Okanagan vineyard terroir. Advertisements, direct e-newsletters and mail pieces, and
social media presence, would all feature “Okanagraffiti” and the new tagline “Wine Done Different”. This
greatly identifies with OCP’s brand character and values, and invites public relations interest and unique,
branded sales promotions.
Between May and October 2012 conducted their “Liquid Geography” campaign. The intention for this
campaign was to meet the following key objectives for the new winery:
• Communicate OCP’s unique brand character and personality
• Establish OCP’s strong association with the Okanagan valley
• Increase OCP’s brand awareness within their chosen markets
The intended primary target market for the campaign was selected wine retailers and restaurants in British
Columbia, as well as communicating their message to the wine industry as a whole. The secondary market was
end users, identified as the 21-35 year old “Generation Y” demographic, specifically those who match their
brand character.
The Liquid Geography campaign communicated OCP’s strong link to the Okanagan land, but largely failed to
meet all of the identified objectives. It did not communicate the unconventional, fun-loving nature of OCP’s
brand character and management style, or set itself apart as a winery with a unique, distinct style.
The proposed “Okanagraffiti” campaign, during the same period in 2012, would have been more successful in
communicating their key messages and reaching the strategic objectives. This integrated campaign analyses all
tactics of the Liquid Geography campaign (advertising, public relations, sales promotion and direct marketing)
and suggests improvements for each, by aligning with the elements of the proposed “Okanagraffiti” theme and
tag line.