Due to their booming success, LaBelle Winery had outgrown its previous home and was building a new facility in Amherst that would not only produce wine, but would serve as a gathering spot and an event space for weddings, receptions and other special occasions. This new venue provided Labelle Winery the ability to host large numbers of people and provide a food menu for the first time, representing a new direction and a new market for the owners. EVR was tasked with generating buzz and driving traffic to LaBelle’s new 11-acre winery, retail and event facility.
EVR created a strategic public relations campaign that appealed to local media outlets as well as businesses, tourist and trade publications. This process included developing messaging around LaBelle Winery’s unique wine tasting experience, full service retail space, tasting room, light bites terrace and event center.
The campaign leveraged LaBelle Winery’s history of fermenting wine in a historic apple barn, the owner’s own journey to becoming a vintner, as well as the company’s expanding distribution beyond New England.
To complement the public relations efforts, EVR launched an advertising campaign, including print, radio and an in-house palm card, designed to enhance the general awareness of LaBelle Winery. Within this campaign, two specific initiatives were emphasized. First, dispelling the perception that all of LaBelle’s wines are sweet and fruity and focus on the entire collection, positioning LaBelle wines as award-winning. Secondly, the campaign aimed at increasing awareness and driving incremental traffic to LaBelle Winery’s Café and Terrace.
The campaign generated over $70,000 in earned media and yielded stories in media outlets across New Hampshire, including WMUR’s Chronicle, WMUR’s Cook’s Corner, the Union Leader, Hippo, Nashua Telegraph, New Hampshire Business Review, Amherst Citizen and the Milford Cabinet.