Finger Lakes Wine Country

Overview

Finger Lakes Wine Country in Upstate NY is home to one of the most iconic raceways in the country – Watkins Glen International (WGI). Every August, WGI hosts one of the premier NASCAR races in the annual series.

East Shore Marketing developed and managed an enter-to-win sweepstakes using Facebook/Instagram and paid email deployment. Winner(s) would have an opportunity to enjoy the unique experience of a NASCAR race at The Glen, but also the many wineries, attractions, and natural beauty in Finger Lakes Wine Country.

Challenge

Campaign Goals

Brand Awareness

Grow brand awareness for both Finger Lakes Wine Country and Watkins Glen International and highlight that a world-class raceway is within easy driving distance.

Target Audience

Introduce the excitement of attending a NASCAR race to a new audience segment by targeting a higher income, more highly educated audience.

Drive Traffic

Driving an audience in-region with higher levels of disposable income and encouraging them to stay in-region longer than just race weekend.

Experience

Get the people who attend the races out onto the wine trails and attractions in the region to enjoy more of area by featuring content and links on the landing page and in the paid email.

Strategy

Paid Marketing

A targeted multi-touchpoint approach was used to provide greater reach within specific audience targets.

Paid Social Ads

Facebook/Instagram targeting strategy was built lookalike audiences, first party data, hashed emails.

Paid Email

Utilizing a proprietary platform to target specific zip codes in the Philadelphia DMA, Central and Northeast PA and Upstate NY areas with higher-income, higher education demographic audience characteristics and target by individual interests such as NASCAR and auto racing.

Result

Campaign Success Metrics

Conversion

88.7% of the users who opened the paid email were driven to the sweepstakes entry page.

Traffic

Campaign drove 1,555 new users and 12 reoccurring users to the website and was the 5th leading traffic source to the website during the campaign.

Engagement

More engagement was driven through desktop (63.14%) as opposed to the mobile (36.86%). This data helped inform design for successive email drops to maximize campaign ROI.