Wining and Dining Donors

To get the word out, the media strategy was to not depend too heavily on one channel. That's why this campaign featured a variety of channels. The fact that there were two distinct demographics played a role in that strategy as well. One demographic was the 21- to 35-year-old crowd that likes the social aspects of a wine festival. Then there was the 50-plus group that likes the upscale aspect of such events, and also likes to give to charity.