Godot was tasked by the Colorado Department of Agriculture and CAVE to increase demand for Colorado wine. This fully integrated, multi-year experiential advertising and public relations campaign increased market share from 3.8% to 5.4% during our tenure as agency of record. We accomplished this in three ways.
First, we built and deployed the advertising platform for Colorado wine, including Colorado Wine Week promotions and Wine Heroes, establishing broad awareness and driving participation across the Front Range.
While paid media provided a foundation for awareness, earned media and public relations did much of the heavy lifting. We led PR anchored by Colorado Wine Week and Urban Winefest—a 3,000-person, ticketed event activating more than 40 restaurants and 50 wineries—turning a fragmented industry into a coordinated, weeklong experience.
Finally, we extended public education and outreach through long-form storytelling, including a feature-length documentary, deepening understanding of Colorado wine beyond the campaign itself.
