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The Challenge
Charles Communications was asked to devise a public relations program to help the winery celebrate several significant milestones and to boost brand awareness on a national level. The winery had a lot going on in 2004: its 15th anniversary, the 40th anniversary of owner Fess Parker's debut on national television as Daniel Boone, and the 50th anniversary since his portrayal of Davy Crockett on TV and in film, as well as a big birthday for Mr. Parker.
The CCA SolutionWe went old school with a new twist. Our program played up Fess' enduring pop culture appeal on a national scale, and drew the media's attention to all the things he’d done post Hollywood. CCA arranged to have his Davy Crockett and Daniel Boone costumes donated to the American History Museum at the Smithsonian Institution in Washington, D.C. This major accomplishment became the touchstone of the media campaign. We pitched national radio, television and print, and managed to garner more than 150 million impressions, including USA Today, Associated Press, San Francisco Chronicle, Dallas Morning News, CBS Radio Network, Elle Magazine and National Geographic Traveler. Mr. Parker said it was the best PR he’d had since his Hollywood days—wow! We also launched a consumer website program encouraging baby boomers (the 45-75 age group, a significant wine buying segment in the U.S.) to send in their childhood photos wearing Davy Crockett or Daniel Boone garb. It's been a great success - entries have poured in from all over the world, engaging consumers at a very personal level. The link to the program, called the Shooting Gallery, is below. Check it out! http://www.fessparker.com/html/the_shooting_gallery.html Needless to say, 2004 was a record year in sales for the winery. Our national media outreach, combined with a focused sales program, saw an increase of 32 percent over the previous year. Double-digit growth continued since, and we also booked more than 40 radio interviews across the country at major market radio stations. CCA worked with Fess Parker from 2000 to 2007. |
For the Winery’s 15th anniversary in 2004, Fess Parker Winery was looking
for a PR shot in the arm. The quality of the wines had steadily
improved over the years, and the Fess team wanted to get the word
out.
