2025 Spring Sips Recap

SPECIAL UPDATE

2025 MARKETING & PR RECAP

CELEBRATING OREGON WINE MONTH IN TUALATIN VALLEY During Oregon Wine Month in May, we celebrated the wineries and tasting rooms of Tualatin Valley through our Spring Sips promotion.

Designed to inspire visitation, engagement, and discovery of the region’s wineries, tasting rooms, and wine-centered experiences, the campaign combined a mix of storytelling, digital tools, in-person events, media outreach, and strategic partnerships to showcase the vibrancy and variety of Tualatin Valley’s wine scene.

Key components included the Spring Sips Digital Passport, the return of the Pink! Rosé Festival, curated guided wine tours, targeted advertising, and collaborations with influencers and media. With more than 900 festival attendees, strong winery participation, and engagement across digital and social platforms, Spring Sips successfully positioned Tualatin Valley as a must-visit wine destination—just minutes from Portland.

The supporting advertising and PR plan was an investment totaling over $300,000 - driving over 26.2 million impressions.

As a result, Spring Sips was successful at amplifying stories about the makers, experiences, and vineyard landscapes that define our region’s wine scene.

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STRATEGIC APPROACH The Spring Sips campaign was guided by an integrated marketing strategy that combined paid media, earned coverage, owned content, and experiential activations to generate broad awareness and inspire action.

Paid placements across digital, print, out-of-home (OOH) and social channels ensured reach to both regional and targeted wine-loving audiences, while earned media and influencer collaborations added authenticity and credibility.

WATCH THE SPRING SIPS OVERVIEW VIDEO

Owned content—distributed through Explore Tualatin Valley’s website, newsletter, and social channels—reinforced key messages, highlighted local businesses, and encouraged participation in the Spring Sips Digital Passport and associated events.

The campaign’s creative direction was rooted in the approachable elegance and natural beauty of Tualatin Valley - brought to life through the unique Spring Sips brand. Messaging emphasized accessibility (just minutes from Portland), community (featuring local winemakers and small producers), and discovery (hidden gems, unique experiences, and boutique wineries). Visual storytelling focused on lush vineyard scenes, vibrant spring colors, and candid, people-forward moments that brought the region’s wine culture to life.

By weaving together compelling stories, strong visuals, and coordinated multi-channel promotion, Spring Sips reinforced Explore Tualatin Valley’s regional brand as Oregon’s most accessible and welcoming wine country—ideal for a day trip, weekend getaway, or spontaneous spring adventure.

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SPRING SIPS MOBILE PASSPORT The Spring Sips Mobile Passport drove visitors to participating wineries and tasting rooms via gamification and prizes, and encouraged check-ins and earn entries towards a Spring Sips Grand Prize Giveaway at the end of the month.

SPRING SIPS REPORT

33 Wineries & Tasting Rooms Participating 27 Special Offers 723 Passport Sign-ups

122 Locations Checked-In 51 Offers Redeemed

Integrating the digital passport added an interactive and engaging element to Spring Sips, making it easy for participants to discover new spots while tracking their visits in one convenient place. By leveraging gamification and rewards, the passport helped boost foot traffic, extended visitor stays, and increased customer spending at participating locations. Plus, the data insights from check-ins provided valuable metrics to measure the campaign’s success and inform future promotions.

WATCH THE SPRING SIPS PASSPORT VIDEO 3

SPRING SIPS MOBILE PASSPORT

(CONT.)

GRAND PRIZE GIVEAWAYS Offering exclusive prizes and experiences through the Spring Sips Digital Passport added excitement and incentive to the campaign, encouraging visitors to explore more wineries and tasting rooms across Tualatin Valley. From private vineyard tours to curated tastings and premium wine swag, these rewards highlighted the region’s standout wine experiences while driving meaningful traffic to local businesses.

By tying the passport to unique, tangible offerings, Spring Sips turned wine tasting into a more interactive and memorable experience—deepening engagement and building lasting connections between visitors and Tualatin Valley’s vibrant wine community.

SIP & STAY AT CASA OLEA: SAVOR, UNWIND, REPEAT Escape to the heart of Tualatin Valley with this exclusive Sip & Stay package— where fine wine, gourmet dining, and local charm come together for an unforgettable experience.

​WHAT’S INCLUDED:​

• One-Night Stay at Casa Olea – Settle into the elegance of Casa Olea, a boutique retreat offering cozy luxury and breathtaking vineyard views. This tranquil hideaway is the perfect base for your wine country adventure.

• Wine Tasting for Two at Olea Vineyards – Immerse yourself in a private, guided tasting

at Olea Vineyards, where each sip is a journey through the region’s finest wines, handselected and presented by the winemaker.

• Dinner at Mason – Savor a thoughtfully crafted meal at Mason, known for its locally inspired cuisine, warm ambiance, and impeccable flavors—a true highlight of the Tualatin Valley dining scene.

ULTIMATE TUALATIN VALLEY GETAWAY – FLAVOR, DISCOVERY & LAID-BACK LUXURY A curated mix of comfort, elevated charm, and an unforgettable food and wine experience in the heart of Tualatin Valley. This is the perfect escape for those who appreciate thoughtful details, beautiful settings, and a touch of indulgence.

WHAT’S INCLUDED:​

• Overnight Stay in the Garden Room at Sosta House – Nestled on a serene vineyard, this hip and cozy hideaway offers total relaxation and scenic views. The Garden Room is designed with comfort and charm in mind—perfect for unwinding in style.

• Winery Dinner for Two – Enjoy an intimate locally sourced, seasonal meal in a stunning winery setting—ideal for a relaxed and memorable evening.

• Morning Vineyard Breakfast – Ease into your morning with a delicious, locally inspired breakfast served with vineyard views.

CINQUE COSE DI NOTTE AT ALLORO – A WINE & DINING EXPERIENCE TO REMEMBER Get ready for a night of incredible food, wine, and unforgettable moments with the Cinque Cose di Notte experience at Alloro. Five beautifully crafted courses, perfectly paired with top local wines—it’s a celebration of flavor and Tualatin Valley’s wine country at its finest.

WHAT’S INCLUDED:​

• Dinner for Two at Alloro – Savor a chef-curated, five-course feast featuring the best seasonal ingredients and expertly paired wines, all in a warm, intimate setting.

• $50 Lyft or Uber Credit – No need to drive—relax and enjoy with included car service or Uber credit for a worry-free night out.

• One-Night Hotel Stay – Cap off the experience with an overnight stay at a nearby hotel, so you can fully unwind and soak up the charm of Tualatin Valley’s wine country.

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PINK! ROSÈ FESTIVAL The 4th annual Pink! Rosé Festival was a standout success, drawing more than 900 guests to enjoy a lively afternoon of wine tasting, music, and food—all set against the backdrop of the Hillsboro Ballpark. Featuring 28 Tualatin Valley wineries, the event offered a vibrant, community-forward experience that celebrated the region’s unique rosés and the people who make them.

Guests had the opportunity to meet winemakers, explore new favorites, and enjoy the spirit of spring in Oregon wine country.

As a flagship event of Explore Tualatin Valley’s Spring Sips campaign, Pink! has become a key moment in Oregon Wine Month—one that continues to grow in visibility and impact each year. We’re proud to produce this celebration in collaboration with our local winery partners and deeply value the opportunity to showcase their talent, stories, and wines to both loyal followers and new audiences.

Pink! is more than a wine tasting; it’s a joyful toast to the creativity and community that define Tualatin Valley.

WATCH THE PINK! ROSÉ FESTIVAL PROMO VIDEO

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GUIDED WINE TOURS As part of the Pink! Rosé Festival weekend, Explore Tualatin Valley partnered with Good Vibes Tour to pilot a guided wine experience featuring stops at Helvetia Market, Blizzard Wines, and Ardiri Winery & Vineyards. The curated tour offered wine lovers a relaxed, all-inclusive way to explore the region, pairing local flavors with scenic views and boutique wine experiences. This test run was part of a broader effort to encourage visitors to extend their stay and enjoy a full weekend of wine discovery in the Tualatin Valley.

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MEDIA AND INFLUENCER DINNER As part of our Spring Sips campaign, Explore Tualatin Valley hosted an intimate media and influencer dinner at Deadstock Coffee and Don’s Favorite Foods in Beaverton. This one-of-a-kind event brought together a curated group of local media, food writers, and social influencers for an evening designed to spotlight the depth, creativity, and flavor of Tualatin Valley’s culinary and wine scene.

Guests met at Deadstock Coffee for espresso martinis and hors d’oeuvres before walking down the street to Don’s Favorite Foods.

There, guests were treated to a thoughtfully crafted multi-course meal by chef Don Salamone, known for his inventive, seasonal dishes and relaxed-yet-refined dining experience. Each course was expertly paired with wines from Cooper Mountain Vineyards and Alloro Vineyards, showcasing the region’s distinct terroir and winemaking excellence.

From crisp whites to complex reds, the pairings elevated each dish and offered a compelling taste of what makes Tualatin Valley wines unique.

SHARING THE MAGIC OF SPRING SIPS As part of Spring Sips, Explore Tualatin Valley hosted Washingtonbased influencer Dasha Pruglo (@ the_wholewineyards) during Blizzard Wines’ Welcome Weekend—a celebration of new releases, vineyard views, and vibrant spring energy.

Dasha captured the experience through beautiful, story-driven content that showcased the winery’s warm hospitality, scenic setting, and exceptional wines, helping introduce her wine-loving audience to the charm

By creating an authentic and personal experience, the event helped generate excitement and buzz among influential voices, amplifying Spring Sips and reinforcing Tualatin Valley’s growing reputation as a destination for wine lovers and culinary explorers alike.

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PUBLIC RELATIONS MEDIA RESULTS Explore Tualatin Valley’s public relations and media outreach efforts included pitching stories to local news and media outlets about Spring Sips and how to experience it in the Tualatin Valley.

As a result, Spring Sips earned more than 52 earned media placements with a total circulation over 612 million - including articles and

mentions in the following outlets:

• Yahoo.com • msn.com • HereisOregon.com • koin.com • k103.iheart.com • KPTV.com Click the publication name to read the article.

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CUSTOM CONTENT AND STORYTELLING Custom, social-first content plays a vital role in storytelling, making a campaign like Spring Sips feel vibrant, inviting, and easy to share. Through authentic, visually engaging content—from vineyard views to winemaker moments and passport highlights—we set out to showcase the charm and craft of Tualatin Valley’s wine scene.

To bring this to life, we featured the people and places behind Spring Sips—filming at tasting rooms, events, and among the vines to spotlight the region’s warmth, creativity, and passion for wine. We also collaborated with local content creators Gabe and Nancy (@morethanthevine), whose fresh perspective and genuine love for Oregon wine helped amplify the campaign and connect with new audiences.

WATCH THE VIDEOS

ROSÉ ALL DAY IN TUALATIN VALLEY

THREE WINE BARS TO BRIGHTEN YOUR DAY IN TUALATIN VALLEY

4 WAYS TO SIP, SAVOR & SOAK UP SUMMER IN TUALATIN VALLEY

VINEYARD VIEWS JUST 30 MINUTES AWAY FROM PORTLAND

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CUSTOM CONTENT AND STORYTELLING (CONT.) We further extended the reach of Spring Sips through a partnership with Channing Frye, former NBA player and founder of Chosen Family Wines. In Season Two of his online series Unannounced, Frye featured Tualatin Valley wineries, bringing widespread attention to the region’s diverse wine offerings and the stories behind them. His authentic voice and personal passion for Oregon wine helped elevate the campaign and reinforce Tualatin Valley’s place on the wine lover’s map.

A series of short-form videos kept the campaign dynamic and approachable, reinforcing core messages across platforms. By leading with story-driven content, we invited audiences to sip, explore, and celebrate Oregon Wine Month in Tualatin Valley.

WATCH THE SEGMENTS

LACHINI

UNANNOUNCED SEASON 2 TRAILER

AMATERRA 10

PAID ADVERTISING Explore Tualatin Valley supported Spring Sips with a robust advertising campaign that included digital, broadcast, social media, print, and out-of-home advertising.

DIGITAL ADVERTISING Digital display advertising played a key role in expanding the reach of the Spring Sips campaign by targeting wine enthusiasts both locally and in key drive markets. Eye-catching visuals and strategic placements helped generate awareness, drive traffic to the Spring Sips Passport, and ultimately increase winery and tasting room visits. By leveraging digital ads, Spring Sips maximized exposure across multiple platforms, ensuring a wider audience discovered and engaged with the campaign. Key placements for the digital ads included OPB, iHeart Media (various sites and markets), as well as Here is Oregon / OregonLive, where Pink! was promoted with an Event Shaker feature, along with a sponsored video.

PAID SEARCH Paid search advertising was crucial for the Spring Sips campaign because it captured high-intent audiences actively searching for winery and tasting room experiences and events in the region.

By appearing at the top of search results, Spring Sips remained highly visible to potential visitors looking for things to do,

increasing website traffic and passport sign-ups.

This strategy ensured we reached the right audience at the right time, converting interest into real tasting room or winery visits.

Google Ads (Type: Video Ad) • 6,720 Video Views • 836,514 Impressions • 5,570 Conversions

(7.62% Conversion Rate)

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PAID ADVERTISINGOUT OF HOME (OOH) OUT-OF-HOME ADVERTISING Out-of-home (OOH) advertising was a key component of the Spring Sips campaign, providing high-visibility placements that reached both locals and visitors in real-world settings. Billboards, transit ads, and other signage helped build brand awareness and reinforced the campaign’s presence beyond digital channels. By strategically placing ads in high-traffic areas, OOH advertising kept Spring Sips top of mind, encouraging participation and winery visits.

• Nine Digital billboards in

Portland Metro Region - 3,311,612

Impressions!

• Two Digital billboards in Seattle /

Tacoma area (I-5 Corridor) - 8,329,160

impressions

• Washington Square Backlit Kiosk Spring Sips

• Train Wrap, Bus Tails, & Station Panels

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PAID ADVERTISINGPRINT ADVERTISING Print advertising played a key role in amplifying the Spring Sips message across the Pacific Northwest, driving awareness and inspiring travel during Oregon Wine Month. By placing targeted ads in high-quality regional and national lifestyle publications, we reached wine enthusiasts, food lovers, and curious travelers—inviting them to discover the flavors, experiences, and scenic beauty of Tualatin Valley.

• AAA Via • Northwest Travel + Life • Bon Appétit • Condè Nast Travel • Portland Monthly • Seattle Met • 425 (Seattle) • 1889 • 1859 • Oregon Wine Press • Imbibe • Oregon Business Journal

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PAID ADVERTISING - BROADCAST For Spring Sips, we leveraged our partnership with KOIN 6 to bring Tualatin Valley’s winemakers to a wider audience through a dynamic broadcast and digital campaign.

Eric Ploof, general manager for Alloro Vineyards, appeared in a segment of KOIN’s “Thirsty Thursday” at the beginning of May. He shared the details around Spring Sips with that audience - as well as Oregon Wine Month in general.

Additionally, for one week in May, a different female Tualatin Valley winemaker was featured in a live on-air segment on EverydayNW (brought to you by Explore Tualatin Valley), highlighting their unique offerings and encouraging viewers to explore the Spring Sip’s offerings. This partnership provided invaluable exposure, driving awareness, engagement, and visits to participating locations from the wider Portland market, as well as southwest Washington.

WATCH THE SEGMENTS

LAURINE APOLLONI, APOLLONI VINEYARDS

DANA BLIZZARD, BLIZZARD WINES

ANNIE SHULL, RAPTOR RIDGE WINERY

LEIGH BROWN, LOLATI WINES

BEE MALOOF, MALOOF WINES

ERIC PLOOF, ALLORO VINEYARDS 14

PAID ADVERTISING BROADCAST (CONT.) iHEART MEDIA & K103 In partnership with iHeart Media and Portland’s K103, “Voices from the Vineyards” launched as a multi-channel program featuring Stacey Lynn - DJ and Portland local - as the ambassador in residence. Throughout the Spring Sips campaign, she shared stories about the best wine destinations, events, and happenings in the Tualatin Valley.

Stacey Lynn brought these stories to life through various touchpoints, collaborating with her counterpart in Seattle, Ashley Ryan. Messaging covered Oregon Wine Month in May, the Spring Sips Digital Passport, and the Pink! Rosé Festival at Hillsboro Ballpark.

Other marketing tactics included*: Audio – Broadcast radio & Streaming audio

• 3,521,532 Impressions CTV – Targeted to traveling golf and wine enthusiasts

• 1,359,593 Impressions • 98.59% VCR (video completion rate) Location-Based display targeting wine and travel enthusiasts

• 1,356,033 Impressions • 3,394 Clicks • 0.25% CTR

*Tactics and results based on flighting from 4/7/25 – 5/31/25

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OWNED MEDIA AND WEBSITE WEBSITE PERFORMANCE In addition to the paid and earned media efforts outlined, Explore Tualatin Valley also used its own channels (or “owned media”) — Facebook, Instagram, TikTok, Pinterest, spring-sips.com, and tualatinvalley.org — to promote Spring Sips. Key referral sources included OregonLive, Media Max, and Instagram, driving over 42,000 visits to spring-sips.com - a 210% increase over 2024!

Spring Sips Landing Page Performance • Home: 42,780 • Pink! Rosè Festival: 19,183 • Digital Passport: 4,650 • Guided Wine Tours: 3,062 • Events: 1,087

TOP WEBSITE VISITOR REGIONS

Oregon: 27,100

Washington: 24,800 Idaho: 3,115 California: 1,648 New York: 1,392

SOCIAL MEDIA PERFORMANCE Spring Sips content performed exceptionally well across the Spring Sips and Explore Tualatin Valley’s social channels, including Pinterest, Meta, and TikTok. A total of over 30 paid and organic posts generated:

Over 6 million impressions 236,409 video plays 37,773 clicks Over 2,900 engagements (likes, comments, shares, saves) 16

SPRING SIPS POP-UP ACTIVATIONS In-person engagement played a key role in the success of Spring Sips, helping to build awareness and create authentic connections with wine lovers throughout the Portland region. By bringing the campaign directly to potential visitors at high-traffic events and popular venues, we introduced Tualatin Valley’s wineries and tasting rooms in an approachable, memorable way.

Spring Sips activations—including pop-ups at events like the Portland Night Market, TedX Portland, as well as local farmers markets in Beaverton and Hillsboro— offered face-to-face opportunities to share wine samples, tell winery stories, and demonstrate how to use the Spring Sips Digital Passport. These engagements sparked curiosity and encouraged real-time sign-ups and participation.

Additionally, partnerships with local wine shops and community events helped us reach audiences already inclined to explore Oregon’s wine scene. By bringing Spring Sips into the community, we transformed interest into action—driving passport check-ins, event attendance, and increased visitation to Tualatin Valley wineries.

Activation locations included: Reser Center for the Arts TedX Portland Portland Night Market Beaverton Farmers Market Hillsboro Farmers Market

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LOOKING AHEAD Spring Sips 2025 successfully elevated Tualatin Valley’s visibility during Oregon Wine Month, combining strategic marketing, community partnerships, and authentic storytelling to showcase the region as a vibrant and approachable wine destination.

From the return of the Pink! Rosé Festival and the launch of guided wine tours, to strong engagement with the digital passport and high-impact media collaborations, the campaign offered a dynamic mix of touchpoints that connected audiences with the people, places, and flavors that make Tualatin Valley unique.

As we look ahead, there is strong momentum to build upon. Feedback from winery partners and guests was overwhelmingly positive, and interest in continuing or expanding elements like guided tours and experiential prizes is high.

By continuing to prioritize crossplatform storytelling, strategic partnerships, and meaningful community engagement, Spring Sips has the potential to grow into a cornerstone campaign that drives visitation and deepens regional pride for years to come.

Cheers!

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12725 SW Millikan Way, Suite 210 Beaverton, OR 97005 U.S.A.

Toll Free: 800-537-3149 Main: 503-644-5555 email: info@tualatinvalley.org

Explore Tualatin Valley @tualatinvalley

@exploretualatinvalley

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