Wolff Public Relations in conjunction with its client, EV-Essência do Vinho and the IVDP (Institute of Douro and Port Wine), brought awareness of Port and Douro Valley wines to Canada. The initiative was particularly aimed at the trade and press, but also encouraged wine lovers and consumers. There were three components to the initiative: a consumer and wine-lover-focused walk-around tasting, master classes and a dinner for select trade media. These events took place in three cities across Canada: Toronto, Montreal and Calgary.

WALK AROUND TASTINGS

Wolff Public Relations was tasked to generate interest for the event and to fill the rooms in all three cities with a target of 200 attendees at each, to coordinate event elements and to ensure wine deliveries with agents in each market.

In Toronto, there were more than 500 RSVPs; in Montreal, 1000+; and in Calgary, there were 250 interested.  Each market exceeded their capacity in attendance.

MASTER CLASSES

The master classes were targeted at post-secondary students in hospitality, culinary and tourism related programs. Students from schools in the surrounding area were invited and attended the master class sessions. Rui Falcão, a notable sommelier from Portugal, led the master classes.   While there was a lot of interest, the timing of

the classes coincided with school semesters just completing.  This timing served as a key learning for future event planning.

MEDIA DINNER

Wolff Public Relations invited wine writers, bloggers and “influencers” to the Harbord Room for a media dinner where they were treated to a more intimate tasting of Porto and Douro Valley wines along side Mr. Falcão and other IVDP delegates.  A similar dinner was replicated in Montreal but not Calgary.

THE RESULTS

Total guests at the walk around tastings: 1109
Total media impressions: 2,659,282 Across Canada