After a two-year, multi-million dollar expansion that nearly doubled the vineyard’s square footage and transformed the business from a quick tasting spot to a food-wine-farm experience, Newport Vineyards in Middletown, RI was primed for the media spotlight. Our work was to spread the word about an established business while shaping it’s updated brand image for a new generation of fans.
We interviewed key figures at Newport Vineyards and crafted three compelling and concise press releases targeting three different markets, in order to reach known demographic groups who were likely to become big fans of the new business model. We built an extensive media list that targeted the client’s desired audiences to make sure our efforts would have the highest possible impact. Then we executed a media outreach campaign and directly contacted more than two dozen print and online outlets with personal calls and follow-up to make sure we caught their attention.