NYC Truffle Festival
The Challenge
Co-Sponsors Urbani Truffles and Prunotto Wines partnered with Wine Enthusiast‘s Idea Lab to create a digital sponsorship for the first annual New York White Truffle Festival, a restaurant-based event at top restaurants throughout the New York tri-state area. The goal of the promotion was to create awareness for the event and to provide an online channel for reservations at participating restaurants.
The Solution
Wine Enthusiast‘s Idea Lab worked closely with the marketing teams at Prunotto and Urbani Truffles to conceive and develop a mobile friendly, easy-to-navigate promotional website. The site design featured large, mouth-watering images of truffle dishes and a refined color palette that set an elegant tone for the event. All promotion for the website — whether it was banners on WineMag.com, email promotion or social media posts — were geo-targeted to the New York City tri-state area.
The site displayed the necessary details about the timing and location of the White Truffle Festival, along with a list of all participating restaurants organized by New York City boroughs. Each restaurant listing featured the restaurant’s logo, address, phone number and reservation link.
64 restaurants from throughout New York City, New Jersey and Westchester County were listed on the site.
Media Program Results
The media plan included three separate sets of geo-targeted ad banners on WineMag.com:
- Brand banners for Prunotto wines to drive traffic to their website.
- Brand banners for Urbani Truffles to drive traffic to their website.
- Co-branded banners to drive traffic to the Festival website.
The Prunotto and Urbani brand banners received over 300,000 impressions per brand.
On social media, we created a custom-sponsored Facebook post that was then boosted using Facebook’s advertising capability. The initiative proved to be the most effective, resulting in:
- 175,550 impressions
- 3,000 link clicks to the Truffle Festival website
- 375 Facebook shares
- 420 Comments
- 3,000 Likes
The Festival sparked conversation among truffle lovers, prompting them to comment and share the event with their family and friends.
Two separate email blasts were also sent to our geo-targeted opt-in email list, resulting in over 500 clicks to the site.
