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Best Case Scenario: Idaho #2

Dear Idaho wineries,

Congratulations!

Your wines are putting Idaho wine production on the national map.

Regional and national media have become aware of the increasing quality of Idaho wine and are eager to follow the region’s growth and taste through vintage variations.

In the following presentation, we present some of the results from last year’s PR endeavor (Best Case Scenario: Idaho #1), share this year’s new approach, and walk you through the steps to take part in Best Case Scenario: Idaho #2.

We look forward to working with you and to continue growing Idaho’s wine reputation.

Cheers,

The Watershed team

How will Best Case Scenario #2 differ from Best Case Scenario #1?

  • We are broadening the media targets, beyond wine-focused publications, to include life-style writers.
  • We are positioning Idaho wine production within the bigger picture of the state becoming a go-to destination for tourists and retirees.
  • SOME IMPORTANT DATA POINTS:
    • Recent moving patterns show that people from California, Washington and Oregon are moving to Idaho in droves, a net migration 12,000 (7,000, 4,000, and 1,000 respectively).
    • Many of these new migrants are part of the 55 and older crowd. They are attracted to Idaho’s low cost of living and high quality of life.
  • Boise is a city that enjoys four seasons with moderate weather – a summer average of 71°F and a winter average of 32°F.
  • Idaho is a hot and growing tourist destination. Last year the Idaho Department of Commerce reported a 13% increase in bed-tax revenue compared to the previous year. Outdoor enthusiasts are attracted to the state’s expansive swaths of protected wilderness and lots of outdoor recreation activities. Boise, listed as one of the top ten best U.S. cities for yoga, is perfect for travelers interested in wellness. Those traveling in the winter can find great ski slopes throughout Idaho. Best of all, any of these activities pair perfectly with an Idaho wine as dynamic as the state itself.

How Does Best Case Scenario Work?

  • Step 1: SENDING SAMPLES FOR CONSIDERATION
    • Wineries interested in participating in Best Case Scenario: Idaho #2 send samples to Watershed
  • Step 2: SELECTION PROCESS
    • Watershed and an independent Northwest wine media authority taste through the samples and pick the wines that best represent the state’s most recent wine production
  • Step 3: PARTICIPATING​
    • Selected wineries allocate 3 cases of the specified wine to create the Best Case sampler
    • Pay $500 participation fee to the Idaho Wine Commission
    • Share digital assets (price, winery/wine information, etc.) with Watershed Communications for a micro-website, exclusively accessible by targeted media
  • Step 4: CONTACTING MEDIA
    • Watershed Communications prepares a list of target wine and lifestyle media for the Best Case Scenario sample case.
    • Watershed directly pitches the Best Case Scenario program to seek coverage
  • Step 5: GENERATING COVERAGE
    • Watershed coordinates sending interested media a sample case
    • Watershed monitors generated coverage and notifies the Idaho Wine Commission

If you are interested in participating or have any questions contact Brenna.

Coverage from BCS #1

Idaho Wine Commission
821 W. State Street, Boise ID 83702
208.332.1538 | info@idahowines.org