Challenge
Designed to protect the Napa Valley growing region, the Napa County Ag Preserve was established in 1968 by the Napa County Board of Supervisors and the Napa County Planning Commission. We were asked by the Jack L. Davies Ag Preservation Fund and the Napa Farm Bureau to execute a comprehensive marketing strategy to raise aware of the Napa County Agricultural Preserve, using the 50th anniversary as a major milestone.
Solution
We launched the Napaagpreserve.org website to act as a central location for information regarding ag land preservation in Napa County. Nothing like it existed prior. We created three promotional videos that highlight the past, present, and future of the Ag Preserve. We created an educational brochure regarding the Ag Preserve and placed it in local businesses and up-valley wineries. In addition, we created display kits for 100 wineries to showcase in their tasting rooms. We created and placed four signs that indicate when visitors to the valley are entering the Ag Preserve. We created a kiosk about the Ag Preserve and placed it on the Napa Valley Vine Trail near north Napa.
We created an educational exhibit discussing the history of the Preserve and its impact today. It started at the Napa Valley Museum in Yountville and moved to various other locations, including the Culinary Institute of America at Greystone. With the help of Napa Valley Vintners, we assembled an auction lot of 300+ magnums from wineries in the ag preserve.
Outcome
The 50th anniversary got some big attention at Bottlerock 2018 with a presence in the vintners garden along with video/logo displayed on the big screens at the venue. The auction lot sold for $180,000 and helped elevate awareness for the ag preserve. The road signage is currently in place and visible by thousands of drivers everyday. Finally, the website acts as a central hub for information about the Ag Preserve and related information.
