LCBO goes big with GoLocal

The retailer's annual campaign includes social media and online tactics in the largest-ever push of Ontario wines.

The annual LCBO GoLocal campaign kicked off this week – across TV, radio, print and the web – in what the provincial Crown corp and retailer says is its largest-ever push of Ontario wines.

The campaign, which is in its second year under the GoLocal moniker, promotes Ontario wines though an array of in-store promos, which include signage and tastings, as well as radio, TV tags (with radio and TV media buying handled by GJP) and for the first time, interactive online elements. The campaign involves more Ontario wineries under a single campaign than ever before, so the vast tracts of land in the digital realm help, and this year also introduces a food element, with chefs and food producers involved in webisodes and tasting events.

The broad target for GoLocal is the early 20s to 55 range, but each media element targets a slightly different demo. Ontario wine drinkers tend to trend a bit older, LCBO director of marketing Tina Truszyk tells MiC, so they wanted to engage the 20-somethings more directly by integrating the online elements. ‘The main focus was to bring in a younger audience this year,’ says Truszyk. ‘We wanted to educate the younger viewer about Ontario wines and create more of an experience for them, to introduce them to the wine country right outside their door.’

The online elements include a microsite – going live tomorrow, Sept. 16, and accessible via – which will include in-house produced webisodes featuring Ontario vintners and forums where fans can swap stories. There is also enhanced  functionality for sharing content on social networks and emailing to friends, as well as an interactive wine growers map. TV tags have been designed this year to drive viewers to the website by offering extra information.

Another online first for GoLocal is an online contest partnership with the Rogers’ site to win trips to Ontario wine country destinations Niagara and Prince Edward County.

The campaign runs through to Oct. 10, and includes all 608 LCBO stores in Ontario.