We transported the essence of the Napa Valley region to the heart of wine enthusiasts at the ProWein Trade Fair barn in Düsseldorf.

Building on the success of our previous event, Eureka! California Wines, we embarked on a creative journey to bring the spirit of California to ProWein. Our strategy revolved around content creation that would authentically capture the Napa Valley experience and programmes with a common mission aiming to achieve a collective sustainability goal. The aim was to inform attendees about their sustainable winegrowing initiatives, the longer-term benefits for the future and link back to the planet, people and product. 

We curated captivating video and audio content that showcased Napa Valley's history, landscapes, and expertise for winemaking through visuals, storytelling, and expert interviews, making it the cornerstone of the campaign. We also used props, totems, key static and motion imagery to outline the winery process and heighten engagement.

A Common Mission was curated as a self-pour station and a QR code displayed the winegrowing timelime over the last two decades. This boosted interactivity and tracked engagement with immersive educational content about sixteen different wines. We also designed and developed the wine wall which showcased certified brands, green achievements, awards and how to drive change with sustainable consumer choices.

Results

• Showcased to 49,000 trade visitors and over 900 journalists

• Two thirds of visitors were involved in purchasing decisions