Wine Country Ontario Advertises Inside the Box
Wine Country Ontario has kicked off its new advertising campaign with an innovative out-of-home advertisement located in a transit centre in downtown Toronto. Placing an actual glass of wine within the installation, the campaign’s line reads “So close you can taste it.”
"We are thrilled about how this campaign provides a strong call-to-action providing consumers with an invitation to come and visit Wine Country Ontario. The visuals show the sheer beauty of our vineyards while communicating the variety of things you can do in wine country," says Ed Madronich, proprietor of Flat Rock Cellars and Chair of the Wine Council of Ontario "for Wine Country Ontario".
The campaign, titled “Drink It All in,” was launched Monday June 11th with a purpose of promoting wine tourism in Ontario. Utilizing outdoor, print and an experimental tasting program, the campaign encourages consumers to participate digitally through social media (Twitter @winecountryont) for a chance to win a getaway to Wine Country Ontario.
SEE RELATED STORIES FROM THE WDM CONTENT NETWORK:
"Great tasting wine is at the heart of everything we do and this key message is integrated in an innovative label concept that is reflected throughout the creative design," says Madronich.
The biggest question about this campaign is how long do you think that glass of wine will last within the advertisement? With such an appetizing temptation for all of Toronto to see, it’ll be interesting to see if anyone goes for the liquid “gold”. As consumers are encouraged to participate in a scavenger hunt with end results of seeing the special transit shelter ad, the campaign could potentially go viral—especially if the glass of wine goes missing. Either way, Wine Country Ontario is showing consumers a true testament to its wines by tempting them with product but alluding that only a trip to Wine Country Ontario will fulfill the craving.
Microsoft: Building a secure foundation to drive NASCAR
Microsoft is a key partner of The National Association for Stock Car Auto Racing (NASCAR) and together they are driving ahead to create an inclusive and immersive new fan experience (FX).
These long-term partners have not only navigated the challenges posed by the COVID-19 pandemic with the use of Microsoft Teams and Microsoft 365, but are now looking to a future packed with virtual events to enhance the FX, well beyond NASCAR’S famous Daytona racetrack.
“Together, we've created a secure environment that's allowed for collaboration, but the future is all about the fans”, said Melinda Cook, General Manager for Microsoft South USA Commercial Business, who cited a culture of transparency, passion, adaptiveness, and a growth mindset as to why this alignment is so successful.”
“We've partnered to create a fluid, immersive experience for the users that is supported by a secure foundation with Microsoft in the background. We are focused on empowering and enabling customers and businesses, like NASCAR, to reach their full potential. We do this with our cloud platform which provides data insights and security.”
“Our cloud environment allows NASCAR to move forward with their digital transformation journey while we are in the background,” said Cook who highlights that Microsoft is helping NASCAR
- Empower employees productivity and collaboration
- Improve fan engagement and experience
- Improve environment security and IT productivity
- Improve racing operations
Microsoft Teams, which is part of the Microsoft 365 suite, enabled employees to work remotely, while staying productive, during the pandemic. “This allowed people to provide the same level of productivity with the use of video conference and instant messaging to collaborate on documents. Increased automation also allows the pit crews, IT, and the business to focus on safety, racing operations, and on the fan experience,” said Cook.
“We have started to innovate to create a more inclusive fanbase, this includes using Xbox to give people the experience of being a virtual racer or even leveraging some of the tools in Microsoft Teams to have a virtual ride along experience.”
“These environments are how we create a more inclusive and immersive experience for the fans. We're working on a virtual fan wall which allows people from new locations to participate in these events,” said Cook, who pointed out Microsoft was also helping bring legacy experiences alive from NASCAR’s archives.
“At Microsoft we can take it one level further by letting fans know what it's like to see the pit crew experience, the data and all the behind-the-scenes action. We will continue to improve automation with machine learning and artificial intelligence, from marketing to IT operations to finance to racing operations,” said Cook.
Christine Stoffel-Moffett, Vice President of Enterprise Technology at NASCAR, said: “Microsoft is one of our key partners. They have been instrumental in helping the NASCAR enterprise technology team re-architect our Microsoft systems to ensure an advanced level of security across our environment, contribute to our business outcomes, and focus on fan experience.”