RNDC is one of the largest national distributors of beverages. Recently, the company entered the Oregon market and tasked Royle Media to “make a big splash” with their clients (brands) and partner retailers. Royle Media suggested creating a co-branded event with the Oregon State Fair featuring RNDC wineries. Celebrate Oregon Harvest was an existing radio promotion enhanced by Royle Media through digital advertising and marketing, a partnership with the Oregon State Fair that included a wine competition and tasting event.
The Celebrate Oregon Harvest and RNDC co-branded wine tasting event happened on the opening night of the 2021 Oregon State. The event was also a fundraiser for the 2020 Santiam Fire, recognizing those who died or lost their homes and businesses. Event highlights included:
- Farm-to-table gourmet food
- A lumberjack show
- Live music
The COVID Delta variant was at its height when the event occurred on the first day of outdoor mask mandates. However, several Portland-area news outlets covered the event.
Most of the participating wineries sold out of wine, and it was a good sampling event for the wineries. Key promotional elements included the following tactics:
- In-store promotion
- Display Ads
- Social Media
- Event promotion
- Email marketing
- Social Media
- Over $16,000 (net) raised from fundraising efforts
- More than 94,000 Oregon homes with a combined 350,000 devices (desktops, tablets, and mobile phones) were served ads
- Over 5.6 million impressions with the in-store ad campaign across social media, contesting, email, website, and digital content