America’s 100 Best Wine Restaurants of 2016
The Challenge
Terlato Wines has an extensive portfolio of wines from around the world that are on the wine lists of some of the best restaurants in the U.S., and beyond. Terlato came to Wine Enthusiast Digital with the goal of promoting a subset of their large portfolio to our online audience. Knowing how much our audience values wine and food pairing content, coupled with Terlato’s goal of driving on-premise sales, made Terlato a perfect fit as an exclusive sponsor of the 2016 America’s 100 Best Wine Restaurants feature.
America’s 100 Best Wine Restaurants online feature was an interactive content experience that reviewed 100 restaurants from around the country through the lens of each restaurant’s wine program. This was the ideal content for Terlato to be adjacent to, and integrated within, through traditional banner ads, custom email blasts, and custom content development.
The Solution
The 100 Best Wine Restaurants online feature was a specially designed, mobile-friendly area of WineMag.com that drove users to to restaurant reviews. Terlato Wines were tightly integrated into every page of the feature through roadblock banner placements and a prominent marketing message section with logo.
The list of 100 restaurants was searchable by region; Central, South, Northeast, West; and by category including Classic, New & Noteworthy, and Not To Be Missed. Each restaurant had on its own web page with restaurant information, contact information, images, and recipes. Terlato branding and ad banners were displayed on the restaurant pages as well.
Media Plan
Banner Impressions
Terlato provided a set of banner ads for each of the six participating wines. The banners rotated throughout the Best Wine Restaurant section as well as throughout WineMag.com. The banner impressions for the participating Terlato wines totaled 4.5 million impressions, created 2,100 clicks to Terlato’s website and were seen by over 4 million people in just 3.5 weeks!
Dedicated Emails
Four dedicated email blasts were sent to our opt-in list of 300,000 people to promote the 100 Best Wine Restaurant feature section. Each blast promoted a different restaurant category and included links to featured restaurants from the list. Terlato banners were prominently featured in the email creative.
The average open rate for the four email blasts was 13%, with a total of 21,500 clicks to the feature.
Social Media
Terlato Wines received five co-branded Facebook and Twitter Posts. The Terlato Wines Facebook page was tagged in each of these posts as a sponsor. The post content focused on topics from the 100 Best Wine Restaurants landing page. All posts linked back to a restaurant page on WineMag.com that featured a roadblock of Terlato Wines ad banners.
Total Facebook Reach: 55,205
Total Facebook Engagement: 1,574
Total Twitter Reach: 48,428
Total Twitter Engagement: 380
Custom Terlato Wines Landing Page
A Terlato Wines’ landing page was created to recommend specific Terlato Wines within each restaurant category. All wine images and names were clickable to their respective location on the Terlato Wines website.
This page also featured a roadblock of rotating Terlato Wines brand banners, as well as Terlato’s logo with marketing messaging. The page received over 1,300 unique visitors during the flight of the campaign.
