Good Stuff Happens in 1:1 Meetings: Why you need them and how to do them well
Ewbc 2012 Communications Workshop - Travel, Food and Wine in Context
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.com
Wine is so much more than a tasting
note and a score. Why not consider
wine, food and travel in context in our
communications? How can we do this
and become a trusted ‘Source’?
3. WHAT THIS WORKSHOP IS
A discussion on how to integrate
Wine, Food and Travel together in
our on-line communications.
WHAT THIS WORKSHOP IS NOT
How to monetize our on-line
communications!
4. Travel, Food and Wine in Context
“When, long ago, I wrote for the London Sunday
Times, I used to say I wanted to be the good
times correspondent. My argument was that
although the paper's writers tended to have
specialities - wine, food and travel among them -
readers in fact tend to experience all of these
particular pleasures of life together, so wouldn't
it be a good idea to have someone writing about
all three in one glorious integrated amalgam?”
Jancis Robinson MW – www.jancisrobinson.com
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.za
What approach do you think works
most successfully when an
independent communicator writes or
indeed photographs or videos the
wine tourism opportunities in SA?
14. Per Karlsson, BKWine
Wine 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 Crispell
Wine & Food educator and writer
www.wendycrispellwines.com
What is it that your clients – both
trade and consumer - appreciate
particularly when you link wine and
food together in your writing and
talks? What do they look to you for?
16. Paola Tich
Communications 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?
Editor's Notes
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.
