Telling The Story of Paso Robles

We are proud to see our words in action on the new tourism web site for the City of Paso Robles at www.travelpaso.com.

We designed the site’s content to communicate and reinforce the city’s message of “Authentic California.” In doing so, we aimed to establish a distinctive voice for Paso Robles, one that echoes the region’s own unique balance of upscale appeal and rural small-town charm.

Following is a sampling of how we achieved this goal:

“In Spanish, our name means ‘Pass of the Oaks,’ a tribute to the rolling hills and majestic oaks that captivated our pioneers. Today, these oaks are joined by vineyards, olive orchards, farms and ranches that inspire our local cuisine and culture…Brimming with good taste yet always down to earth, Paso Robles is pleased to be in your plans. We look forward to showing you around.”

We also tapped into what sets the Paso Robles wine country apart:

“Paso Robles isn’t just another wine country. It’s a winemaking frontier where cutting-edge wines meet old fashioned hospitality. Here, it’s not uncommon to meet the winemaker in the tasting room. The term “family-owned winery” is a way of life in Paso Robles, not a marketing gimmick. Traffic jams? We’ve never had one.”

And:

“In local wine circles, you’ll hear very little about what’s been done but a lot about what can be done. Pushing the envelope is a way of life in our vineyards and cellars. This is what makes Paso Robles wines so compelling.”

It is an honor to help tell the story of this exciting destination, and an opportunity for us to say once again: if you would like help telling your story in a way that stands out and gets results, please don’t hesitate to contact us.

We are proud to see our words in action on the new tourism web site for the City of Paso Robles at www.travelpaso.com.

We designed the site’s content to communicate and reinforce the city’s message of “Authentic California.” In doing so, we aimed to establish a distinctive voice for Paso Robles, one that echoes the region’s own unique balance of upscale appeal and rural small-town charm.

Following is a sampling of how we achieved this goal:

“In Spanish, our name means ‘Pass of the Oaks,’ a tribute to the rolling hills and majestic oaks that captivated our pioneers. Today, these oaks are joined by vineyards, olive orchards, farms and ranches that inspire our local cuisine and culture…Brimming with good taste yet always down to earth, Paso Robles is pleased to be in your plans. We look forward to showing you around.”

We also tapped into what sets the Paso Robles wine country apart:

“Paso Robles isn’t just another wine country. It’s a winemaking frontier where cutting-edge wines meet old fashioned hospitality. Here, it’s not uncommon to meet the winemaker in the tasting room. The term ‘family-owned winery’ is a way of life in Paso Robles, not a marketing gimmick. Traffic jams? We’ve never had one.”

And:

“In local wine circles, you’ll hear very little about what’s been done but a lot about what can be done. Pushing the envelope is a way of life in our vineyards and cellars. This is what makes Paso Robles wines so compelling.”

It is an honor to help tell the story of this exciting destination, and an opportunity for us to say once again: if you would like help telling your story in a way that stands out and gets results, please don’t hesitate to contact us.

The Intensifying Importance of Brand Clarity

In an excellent article in a recent issue of Wines & Vines, Leslie Berglund makes the following astute observation: “Wineries that have a fuzzy, confused or inconsistent brand message will find selling their wines more difficult than it needs to be.”

She adds, “I have seen many frontline winery salespeople who are well versed in the technical aspects of the wines they are representing, but who rarely get around to telling the real differentiating brand story that resonates with the consumer.”

So have we. The lack of a clear storyline is a major yet common sales impediment for many wineries. These wineries invest considerable time and resources in grapes, barrels, packaging, web site design and human resources, but often fail to perform due diligence when it comes to developing a strategic message that stands out from the crowd.

This is why, when people ask us what we do at Mooncatcher, we tell them that we are storytellers. A lot of our services could be called “pre-marketing” services, because they are foundational. They are what you should do before you invest in costly marketing materials, such as labels, brochures, media kits and web sites.

The need for a clear and compelling brand story is only intensifying as more and more brands compete for the consumer’s attention amid a challenging economic climate.

The good news is that it’s never too late to get your story straight. Please let us know if you would like help in telling a winning brand story.