Helping Finger Lakes Wine Country Partners Tell Their Story

I had the pleasure to participate in DCI’s Media Training Session on behalf of Fox Run Vineyards in April 2015. I thought it was very good, useful and it went by quickly even though we were sitting the whole time. Usually a training class can be painful but this was anything but!

Marisa Indelicato; Marketing Director, Fox Run Vineyards

Finger Lakes Wine Country (4)

The Challenge

With tight marketing budgets, many wineries and attractions in Finger Lakes Wine Country (FLWC) relied on editorial to drive consumer awareness, yet lacked an understanding of how to engage with media.


The DCI Strategy

To prepare FLWC’s partners to effectively tell their story, DCI conducted a half-day media training session that taught partners how to develop key messages, how to use bridge and block techniques and how to dress for on-camera interviews.


The Results

  • 14 partners, from hotels to wineries, learned how to craft key messages that accurately shared what is unique about their individual experience through the lens of the attributes that make Finger Lakes Wine Country a unique travel destination.
  • Partner confidence in handling difficult questions increased exponentially following role-play exercises which allowed participants to put their thoughts into words.
  • Each individual left with a handbook to reference prior to conducting interviews in the future.