When we met the innovators at Cellar Pass, the company was a development-stage business offering an elegant online solution to tasting room management and booking service for winery visitors. They needed to raise their profile among tasting room operators, and gain a following among consumers who visit Wine Country and could benefit from a service that provides information, online reservations, payment servicing, and even sends directions to the tasting room right to the user’s smartphone.
MacKenzie Agency brought the Cellar Pass story to media that reaches Wine Country visitors—not only the usual wine industry writers and bloggers, but the affinity groups whose interests overlap: cyclers, music lovers, foodies—anyone planning a visit. The agency facilitated key partnerships with other online destination sites, and positioned Cellar Pass founders as the innovators and visionaries who are disrupting the way things are traditionally done in Wine Country.
Today, thanks in large part to the enhanced exposure it received, Cellar Pass is the online tasting room and event reservation leader. Millions of media impressions at a microscopic cost-per-thousand have dramatically boosted awareness of Cellar Pass among wine lovers generally and visitors to California Wine Country in particular.