An Experiential Tour is Reframed with Big Goals

Posted on by Patty Odell

Family owned Santa Margherita swept across the country last summer pouring fragrant sips of its varietals during its first experiential tour. People came. They learned about the characteristics of its wines.

experiential marketing
On the road in San Jose, CA.

The response was “excellent” and most cities maximized venue capacities.

This year, the tour has been reframed and marketed through storytelling via an interactive, multisensory experience. The elements will tell the tales of the long history of the family and its wineries, along with the company’s respect for the growing regions and the local people who care for those lands.

The theme, Follow the Vine, will be brought to life through wine production demonstrations, examples of Santa Margherita’s sustainable practices and information about the quality of the wines. Featured at the events will be the brand’s Pinot Grigio, Sparkling Rosé, Prosecco Superiore and Chianti Classico Riserva and other wines. As part of the sampling, each brand will feature custom-made unique and abstract sculptures that represent each of the brands and their heritage.

A maze of vines will transport people to the Italian vineyards that grow the grapes used to produce the wines. At the center of the maze a branded dome transforms to a space where people can become further immersed in the brand’s rich history and the tastes and aromas of each varietal and Italian culture. Signature cocktails will be served with food and wine pairings.

“While walking through our vineyard tasting our wines, we want guests feel as though they are part of our story, our Italian culture and better understand the quality in every glass,”, says Jane Scott, vp marketing, Santa Margherita USA.


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The brand hopes to engage with 10,000 consumers this summer as the tour sets up pop-ups in the center of at least seven cities, including Tulsa, OK Ithaca, NY, Madison, WI and New Orleans. San Jose, CA, will kick off the events July 18.

The visual imagery and content produced as the tour moves along will be used to inspire even more consumers through paid, earned and owned social media, including influencer support using the hashtags: #FollowTheVine #UncorkExtradordinary.

The success of the tour is measured in engagements.

“Maybe this is your first time tasting Santa Margherita wines, or maybe they are your favorite,” she says. “Either way you will know more about us after you experience Follow the Vine than you did beforehand. Ultimately, we try to connect our activities to sales. Is there a direct correlation here? Not precisely, but the more people who get to know Santa Margherita, the more people who will love our wines.”

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