Local Time Campaign Insipires Wine Lovers to Discover BC Wine Country This Summer
July 09, 2020
BRITISH COLUMBIA - The BC Wine Institute (BCWI), with support from Destination BC tourism initiatives, recently launched its Local Time campaign, inviting wine lovers from across the province to explore BC wine through the new Wines of BC Explorer app and Sip LOVE Local contest. As BC begins to recover and reopen, the Wines of British Columbia are ready to welcome wine lovers from across the province back safely and responsibly to discover what they love in BC wine country.
On July 1, the BCWI launched its Wines of BC Explorer app, a user-friendly tool designed to help wine lovers find BC wine that suits their unique tastes, offering personalized, expert recommendations based on their flavour profile, available through the app’s taste test. With more than 234 BC wineries now open for tastings with new rules of engagement in place, the app offers up-to-date information on new and elevated winery experiences, locations, operating hours and promotions. It also directs wine lovers to their nearest liquor store, private liquor store, BCWI BC Wine Store or winery retail online store to purchase their favourite wines.
“As wineries reopen across the province, they’ve been able to update the Wines of BC Explorer app to list their new hours and protocols based on what they are doing during the reopening and recovery phase,” said Kim Barnes, Marketing Director, BC Wine Institute. “We believe this new app will be a significant benefit to wineries and wine lovers alike, connecting them whether in person or apart.”
Throughout July and August, BC Liquor Stores will feature 19 small-lot, boutique BC wines as part of their Boutique Wines from BC campaign. With 19 additional small-lot, boutique BC wines featured in May and June, the campaign not only supports local BC wineries at a critical time of recovery for the industry, it also introduces wine lovers to boutique BC wines they may have yet to discover at their favourite BC Liquor Store.
The Local Time campaign will be supported by traditional and digital media including billboards throughout the province and local television and magazine editorials. It also includes a Sip LOVE Local contest which encourages wine enthusiasts to share their exploration of new BC wines and winery experiences with friends and family via social media for a chance to win a four-day, three-night all expenses paid trip for two to BC wine country valued at $5,000. Two BC wine picnic packs will also be given away in July and August. All shared images will be featured on WineBC.com and the best photos will be featured on @WineBCdotcom social media channels regularly throughout July and August.
Top Chef Canada judge, Mijune Pak kicked off the campaign with a BC wine road trip, using the Wines of BC Explorer app to discover new and elevated winery experiences.
“It was so incredible to visit BC wineries again and to see how they’ve really elevated the experience following the reopening,” says Pak. “They’ve really gone above and beyond to create a positive and memorable experience. The app helped me find the wineries, let me know their new operating hours and what kinds of experiences they were offering. It also helped me find BC wines that were suited to my personal taste.”
The campaign was developed with funding support from the BC Government’s Buy BC Partnership Program; delivered by the Investment Agriculture Foundation of BC with funding from the Government of British Columbia. The campaign also honours the 30th anniversary of BC VQA as many of those celebrations were put on hold this year due to the global pandemic.
Right now, it’s more important than ever to support local. As you plan your summer travels, the BC government reminds you to take the same health and safety precautions you do at home. Wash your hands, practice social distancing and spend time in small groups and open spaces. And of course, if you are feeling sick or unwell, stay home. Also remember to plan ahead and come prepared. Contacting locations before you visit helps ensure you and your family are set for a relaxing and enjoyable summer vacation.
Get on Local Time this summer! Explore your own backyard and discover new BC wines and winery experiences. Download the Wines of BC Explorer app to help you plan your trip and #DiscoverWhatYouLove this summer all while supporting local wineries.
About British Columbia Wine Institute (BCWI):
Since 1990, the BCWI has played a pivotal role in taking BC's wine industry from a vision to an internationally recognized niche region producing premium wines and providing exceptional wine tourism experiences.
The BCWI markets the wine and regions of BC; delivers quality trade, media and consumer tastings; and acts as the voice of BC's wine industry by advocating to government on behalf of industry that contributes $2.8 billion in provincial economic growth annually.
The BCWI represents all wineries in British Columbia to grow the premium market share for the Wines of British Columbia, while driving awareness of our world-class wines and tourism product - currently drawing 1,000,000 visitors with $600 million in tourism and tourism employment related economic impact every year.
For more information about BC Wine Institute's programs and services, please visit WineBC.com. Follow us on social media at the Wines of British Columbia Facebook page and follow @WineBCdotcom on Twitter and Instagram .