1 / 28

Inniskillin Wines

Inniskillin Wines. Extreme Canadian Wine Experience: Inniskillin Icewine Tour and Tasting Debi Pratt, Winery Public Relations. Signature Experience Collection EXPECTATION . “ Travellers around the world are telling us they want to explore and live a life that’s less ordinary.”

lucas
Download Presentation

Inniskillin Wines

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Inniskillin Wines Extreme Canadian Wine Experience: Inniskillin Icewine Tour and Tasting Debi Pratt, Winery Public Relations

  2. Signature Experience Collection EXPECTATION • “Travellers around the world are telling us they want to explore and live a life that’s less ordinary.” • Once in a lifetime travel experiences. • SEC shows the world what Canada’s tourism brand is all about • WHAT’S MORE CANADIAN THAN ICEWINE!!

  3. What is INNISKILLIN’S experience? BRAND EXPERIENCE IN THREE WORDS Tasting Discovering Indulging

  4. FIRST IMPRESSIONS

  5. IN THE FROZEN VINEYARD

  6. TOUR • Journey to the heart of Ontario’s wine country year round. • Tour and taste at an historic winery-Inniskillin (est’d 1975) • Start in Vidal Icewine vineyard sampling Sparkling Vidal (harvest). • Move to Icewine basket press (process). • Travel to the underground cellar/library; viewing Icewine video and Icewine collection (storing, ageing); tasting.

  7. TASTING • Could be in underground or Riedel Room • Sit down, formal tasting with placemat • Glass comparison- ISO and Riedel Icewine Glass using Riesling Icewine • Taste and compare: Riesling Icewine, Oak Aged Vidal Icewine, Cabernet Franc Icewine. • Food experimenting: three Icewines with chocolate and two year old cheddar (Pine River)

  8. RIEDEL GLASS COMPARISON

  9. UNUSUAL PAIRINGSCHEESE

  10. CHOCOLATE

  11. Keep it simple! • It is part of our public and private offering YEAR ROUND; I did not create something brand new. • Price-$27.00 per person (minimum $100.) • Length: 60-90- minutes • Max 30 people (flexible with time of year) • It works for both F.I.T. and group travellers • Food component can be easily expanded dependent on guest profile and budgets. (example: high end culinary focused group might want more elaborate pairings like a trio of food or Chef demo)

  12. EXOTIC PAIRING/DEMO

  13. EXPANDING FOOD EXPERIENCES

  14. GUEST PROFILE • According to the CTC our Signature Experience appeals to Cultural Explorers • Appeals to all types and age groups-couples, single ladies, gourmands, wine enthusiasts, family groups etc. • The leisure traveller who travels a lot, wants interaction and willing to pay for it. • Appeals to different groupings-two people; four to eight; large (30) and larger (50 plus)

  15. SMALL GROUPS: TWO-EIGHT PEOPLERiedel Room or Underground Cellar

  16. UNDERGROUND CELLAR

  17. LARGER GROUP TASTINGFounders’ Hall

  18. ALTERNATE FOOD EXPERIENCE • Great Canadian Kitchen Party • All Canadian ingredients from coast to coast. • Make your own dinner, work with the Chef • Casual, interactive and a strong Canadian feel • Table and Icewine built into wine and food pairings • Be ready with a back up submission!!!!

  19. HANDS ON CULINARY!

  20. BOOKINGS • Bookings done on own via internet or through tour operators or by us selling. • Main demographics Canadian, European, Asian, American. • Growth-India and South America • We sell directly to independent travellers and through the travel trade on a year-round basis in the leisure and corporate sectors.

  21. SALES CHANNELS • Fully independent travellers represent 70% of our tourism business, which is approximately 250,000 visitors annually. • Group tours represent approximately 30% of our tourism business. • The main Canadian in-bound companies we work with include: Jonview, Canadian Tours International, JTB Canada, Maple Fun Tours, Canadian OdyseyOdytours, OK Tours, Tauck Tours (USA).

  22. STATISTICS • 2010-230 people (general and SEC Icewine) • 2011-336 people (more large groups-SEC) • 2012-278 people (more small groups-SEC) • SO FAR 2013-87 people (60 representing 3 large groups) • Increases visitation and sales. High return experience as it is related to our most expensive wine & Riedel Glassware! • Some in every month year round; more weekends in winter; any day in summer.

  23. PROMOTION/MARKETING • CTC’s continuous marketing efforts to major international operators and media are invaluable -BEST PARTNER YOU COULD HAVE! • Strong endorsement of CTC labeled by official Signature Experience Collection SEC badge.

  24. PROMOTION/MARKETING • Align with CTC international markets including USA, China, Japan, and South Korea and now building into Brazil and India. • Active in the travel trade, media relations, and social media including a Facebook page and TripAdvisor account. • Regularly support media and travel trade FAM trips-German, Chinese, Korean, UK; media and tour operators: • media & trade shows; photo shoots • industry ed. initiatives-case studies-N.Arsenault-Ont Tourism Summit 2012 • Website coverage identified by SEC logo. • Cross promotion with other tourism partners-Niagara Helicopters, Elmhurst. • Language capabilities- English, French, Japanese, Chinese, Korean. Some print materials are available in French, Chinese, Japanese, Italian, and Korean.

  25. OPPORTUNITIES/MARKETING • Corporate event, gift certificates, auction items, restaurant incentives. • I promote our Extreme Canadian Icewine Experience heavily within Constellation International on newsletters, intranet etc. • We will provide this unique experience to new sales reps and managers from within our company as well as restaurateurs, wine retailers or wholesale clients.

  26. BENEFITS • Our Signature Experience has been a huge benefit to promoting wines, local culinary, our winery and our tourism destination around the world with both our existing and perspective clients and around the world. Other benefits: • establishing new partnerships; • stimulating thinking about new tourism packages; • the credibility of being recognized by the Canadian Tourism Commission; • sharing the excellence of our partners and expanding our pride in Canada

  27. TIPS • MAKE IT MEMORABLE • Stay focused on your experience; keep it streamlined so that you overwhelm your visitors. • Make the experience available for individual and group visitors. • Be authentic, flexible, deliver value, never compromise on quality, and always look ahead to the next innovation, the next opportunity to improve the visitor experience.

  28. FEEDBACK • Most common comments: • This was fun! • We want to recreate the experience for our friends. • Wow, we sure learned a lot and had fun at the same time! • We’ll be back!

More Related