Council signs public relations deal with PRWCA, Wine Alliance gets $45,000 to help promote Paso Robles

The Paso Robles City Council approved a resolution this week to continue a marketing and public relations agreement with the Paso Robles Wine County Alliance.

“The Alliance’s efforts to bring media attention to our city and the Paso Robles wine region has proven successful since the Alliance and City first partnered in 2008,” said Jennifer Porter, executive director of the Paso Robles Wine County Alliance. “We are poised to continue down the path of success in 2013/14 with strong outreach to a renewed contact list of top tier journalists and assistance from an outstanding consultant, Kristen Green.”

The PRWCA will provide and maintain a public relations campaign that positions Paso Robles as a year-round tourism destination. This strategy generates awareness and further strengthens the name recognition of the Paso Robles brand, leading to increased tourist visitation and rising transient occupancy tax. Following are the three key service areas that have been outlined in the existing contract and will continue in FY 2013/14 upon contract renewal.

  • Conduct a Media Familiarization Tour to showcase all aspects of Paso Robles- secure 6-10 lifestyle, travel and/or food writers to visit Paso Robles through one annual tour. Timing: Fall
  • Provide strategic public relations counsel to coordinate efforts between local and county tourism entities, including Paso Robles PCC, TPRA, SLOCBID and Visit SLO to maximize public relations for Paso Robles.
  • Work with local organizing committees to secure new and support existing tourism events benefitting Paso Robles, such as Forks & Corks, Sunset Savor Central Coast, etc. Promote them utilizing all our marketing tools while demonstrating benefits to key tourism partners.

In 2012 the Alliance worked with nearly 100 journalists to garner more than 260 million media impressions, equivalent to over $1 million in advertising value. Twenty top-tier journalists were brought to Paso Robles through three media tours, in part through partnerships with the City of Paso Robles and CDFA grant dollars. A key quote from respected journalist Marguerite Thomas (hosted in 2012) encapsulates the desired results of the public relations program: “With its informal charm, wild-west scenery and laid-back hospitality Paso Robles seems happily rooted in the past, but its fine wines, chic shops and sophisticated restaurants are definitely of-the-moment.”

Thus far in 2013 the Alliance has hosted 13 members of the media to great results in publications include Huffington Post, Fodors and others.