Wines of Germany launched a full-scale promotion this summer to create awareness on how German wines are The Coolest Wines on Earth and are the perfect wines for BBQ and summer patio season. The promotion began with a 16-week Toronto Transit Commission (TTC) streetcar promotion allowing a large audience reach in downtown Toronto through major East-West arteries throughout the city.
A social media contest was launched to compliment the promotion and create online engagement for one lucky winner to win a case of German wine if they could spot the streetcar and post it. The entire program resulted in 3,776,000 total impressions for a 16-week campaign with a Toronto audience reach of 23%.
In conjunction with the streetcar promotion, a LCBO instore tasting program was implemented allowing consumers to sample the Coolest Wines on Earth for themselves. As a result, one third of consumers who sampled also purchased a bottle from the tastings.
