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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.”

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Inniskillin Wines

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  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!

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