Ewbc 2012 Communications Workshop - Travel, Food and Wine in Context

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    No notes for slide
  • Introduce briefly
  • Introduce myself.Give thoughts and set basis for session
  • Set parameters
  • Read this from Jancis –She wrote this in an FT article and on her website. Then went on to discuss inovative ways of food and wine matching …. So didn’t solve the issue entirely
  • My thoughts
  • So far wine resources are not nearly as visited as travel or food on-lineWe need to change that with more innovative ways of communications
  • Very important to convey accurate information – especially when dealing with all 3 subjects e.g. my forte is wine, sometimes I feel ignorant when writing about food and travel – have to double check before hitting publish.Don’t alienate – again something Jancis brought up – so important.
  • SU BIRCH – INTRO:CEO for over a decade of Wines of South Africa (WOSA), the exporting voice for South African wines, based in Stellenbosch. Wine tourism is extremely important for South African wineries.  WOSA has been a driving force behind the inaugural South African wine tourism event, which was held last month alongside Cape Wine 2012 in Cape Town.
  • PER KARLSSON – INTROFrom Sweden but living in Paris, Per is owner with his wife Britt of BKWine Tours, running award-winning tours in English and in Swedish to wine regions in Europe and the New World. They have gained recognition not only for their tours but for their writing and are one of five on Wine Business International’s “power list” of wine communicators in Sweden. A keen blogger and professional photographer too, in a previous life Per worked in marketing and telecommunications.
  • WENDY CRISPELL INTROWine and food educator, consultant and writer, based in New York City. Wendy used to own a restaurant, has a passion for artisanal cheeses, and has in recent years become well qualified in wine, her focus today (never forgetting cheese). Wendy had a post on Wine Travel Guides blog shortlisted in the Wine Tourism category of the Born Digital Wine Awards and her food and wine pairings on Snooth She has travelled widely.
  • A communications consultant with her own business in London, Paola also has her own wine blog, SipSwooshSpit. She originally trained as a journalist working for some major news organisations. Travel and food feature regularly as part of Paola’s wine blog posts.

Transcript

  • 1. Travel, Food and Wine in Context Communications WorkshopModerated by Wink LorchPanel: Su Birch, Wendy Crispell, Per Karlsson and Paola Tich
  • 2. Wink Lorch Wine writer, educator and editor www.winetravelmedia.comWine is so much more than a tastingnote and a score. Why not considerwine, food and travel in context in ourcommunications? How can we do thisand become a trusted ‘Source’?
  • 3. WHAT THIS WORKSHOP ISA discussion on how to integrateWine, Food and Travel together inour on-line communications.WHAT THIS WORKSHOP IS NOTHow to monetize our on-linecommunications!
  • 4. Travel, Food and Wine in Context“When, long ago, I wrote for the London SundayTimes, I used to say I wanted to be the goodtimes correspondent. My argument was thatalthough the papers writers tended to havespecialities - wine, food and travel among them -readers in fact tend to experience all of theseparticular pleasures of life together, so wouldntit be a good idea to have someone writing aboutall three in one glorious integrated amalgam?”Jancis Robinson MW – www.jancisrobinson.com
  • 5. Travel, Food and Wine in ContextWe are living ‘the dream’
  • 6. Travel, Food and Wine in ContextWe are living ‘the dream’Communicate ‘the dream’ for the aspirationals
  • 7. Travel, Food and Wine in ContextWe are living ‘the dream’Communicate ‘the dream’ for the aspirationalsThe dream is about what surrounds wine
  • 8. Travel, Food and Wine in ContextWe are living ‘the dream’Communicate ‘the dream’ for the aspirationalsThe dream is about what surrounds wineBusy on-line resources: Travel guides and Recipe sites So, why not wine, travel and food?
  • 9. Travel, Food and Wine in ContextWine + Food + Travel Online = Ideal “Menage à Trois”
  • 10. Travel, Food and Wine in ContextWine + Food + Travel Online = Ideal “Menage à Trois”Do become a “SOURCE” communicating solid, reliable info
  • 11. Travel, Food and Wine in ContextWine + Food + Travel Online = Ideal “Menage à Trois”Do become a “SOURCE” communicating solid, reliable infoDon’t alienate the wine newbies!
  • 12. Travel, Food and Wine in ContextWine + Food + Travel Online = Ideal “Menage à Trois”Do become a “SOURCE” communicating solid, reliable infoDon’t alienate the wine newbies!Do share your ‘dream’
  • 13. Su Birch, WOSA CEO of Wines of South Africa www.wosa.co.zaWhat approach do you think worksmost successfully when anindependent communicator writes orindeed photographs or videos thewine tourism opportunities in SA?
  • 14. Per Karlsson, BKWineWine tours, Writing and Photography www.bkwine.com What sort of communication styles go down well with your wine tour clients? How important is integration of photos and videos of meals, locations etc?
  • 15. Wendy CrispellWine & Food educator and writer www.wendycrispellwines.comWhat is it that your clients – bothtrade and consumer - appreciateparticularly when you link wine andfood together in your writing andtalks? What do they look to you for?
  • 16. Paola TichCommunications consultant & Wine blogger www.sipswooshspit.com When you think as a journalist, how do you consider that the three subjects, wine, food and travel can be best linked together, without posts/articles becoming too long?