FOLIE A DEUX
ÒShare the Crush FantasyÓ [harvest intern blog]
á Timeframe:
o Launch – Labor Day (estimated)
o Conclude – With completion of harvest
á
Target
Audience:
o Blog reading Wine Geeks (Connoisseurs) with an interest in the inner-workings of the fine wine industry, and an inward fantasy of someday starting their own winery.
á Overview:
o Just as the founders of Folie a Deux winery did over 25 years ago, many wine connoisseurs fantasize of someday trading in their current lifestyle for a chance to Òlive the dream,Ó retreating to the Napa Valley to start their own winery.
o Building upon the core values and history of Folie a Deux, weÕre going to give those people a chance to ÒShare the FantasyÓ on a daily basis, and see what life is really like for those who choose to follow their dreams to the Napa Valley and work a harvest in the wine industry.
á Opportunities:
o To capitalize on the lack of winery-generated blogs, particularly covering harvest
o To create an interactive brand experience, reinforcing the history and values of Folie a Deux winery (Share the Fantasy)
o Gain the buy-in and support of the wine blogging community, who gladly provide free publicity for the Ònew blog on the block.Ó
o Provide a forum for all those who currently are, or have been a harvest intern in the past, to share their own experiences and relate stories to a captive audience.
á Expectations:
o The featured harvest intern will be the main voice behind the ÒShare the Crush FantasyÓ blog from Folie a Deux.
o Posting a minimum of 3-4 written entries per week (supplemented by photos & guest intern entries), the author will document their day-to-day observations/highlights/trials/tribulations in a first-person narrative tone.
¤ Ideally the reader will get to know the author, and be able to relate & connect with the ÒrealÓ oftentimes ÒunglamorousÓ demands of winemaking.
o Blogging duties will be in addition to standard harvest intern duties.