With the skyrocketing rise in popularity of craft beverage trails across the country, Destination Gettysburg decided that it was time to leverage the products of Adams County’s growing region to connect with a new type of adventurous traveler. The result was the Adams County Pour Tour, a set of four self-guided trails showcasing the sought-after craft beverages of the area’s distilleries, wineries, cider houses and micro-breweries.
BOOM was charged with naming, branding and marketing this ambitious effort. Inspired by vintage travel ephemera, a logo system – incorporating individual icons for each of the trails – was developed. As Tour participants move from location to location, they carry a custom map and passport to log their progress and experiences. At each stop, their passport is stamped with the appropriate logo icons. For completing tiered sequences of stamps, they are eligible to receive unique branded prizes.
To promote the Pour Tour, a “steamer trunk” box was created to send to members of the press, housing four tasting glasses engraved with the individual icons and a wine cork flashdrive containing promotional materials.
The Pour Tour was an immediate success – increasing sales, awareness, return trips and overall visitor engagement. Cheers!