Rosehill Wine Cellars - Racking Up Success Downstairs

Business Need: Six years ago, Paul Cassel, president of Up Marketing, met Gary LaRose, president of Rosehill Wine Cellars, in his booth at the Gourmet Food and Wine Expo. The booth was impressive and so was the Rosehill Wine Cellars staff's knowledge base. But there was no way to ensure that, at the end of the night, the visitors to the booth would retain an appreciation of Rosehill's expertise.

What Up Marketing did: Rosehill's finest cellars in the province were photographed. These image were used to showcase Rosehill's cellar building capability alongside their exceptional range of retail wine service and storage offerings in a comprehensive identity brochure. The company logo was updated for use in the brchure and in a series of print ads. We developed a campaign that placed Rosehill ads in conjunction with popular wine columns, touting the Rosehill website as the go-to resource for wine storage and service information.

The Result: Over the next year, Rosehill ads appeared in the wine media across Canada and Rosehill saw its cellar expertise translate into national demand for cabinets, cooling units, stemware and service accessories. The shipping fulfillment business would eventually exceed the core business. The two business lines were split and Up Marketing created ad campaigns to bring the local design and architectural community to the showroom and wine enthusiasts all over North America to the Rosehill website. When wine specific online features appeared on national media websites, we made sure that Rosehill's ads were beside them.

During the economic meltdown of 2009, Up Marketing launched Rosehill's first spring ad campaign, narrowly targeted to run adjacent wine content on the Globe and Mail's website, achieving click-through rates four times the national average. That fall, we started a holiday online campaign ahead of the print campaign. By the time the national print campaign began, Rosehill was already very busy. When we narrowed to a regional campaign closer to the holidays, Rosehill was enjoying record sales In the final two weeks of the pre-holiday season, the campaign was focused on local markets and Rosehill experienced record showroom traffic and sales. 2009, overall a terrible year for luxury goods, drew to a close with Rosehill building facilities to expand in early 2010 and, ironically, too busy to participate in the Gourmet Food and Wine Expo. (We placed a full page ad in the guide instead.)