Nestled along the Central California Coast, just two hours from Los Angeles and four hours south of San Francisco, Visit the Santa Ynez Valley need to broaden its appeal as a wine country destination. DVA was hired, and we devised a campaign aimed at leveraging the valley’s core pillars – wine, culinary and culture – to portray a destination that appeals to all, is convenient to access, and impossible to forget. We expressed this through an integrated marketing campaign that garnered more than 1 million total print impressions and more than 7.5 million total digital impressions in 2016 alone. We backed that with a strong public relations effort that achieved an editorial value of $1.5 million with 18.7 million people reached via broadcast and print stories.