2022 ஆம் ஆண்டு விசிட் லூடவுன் ஆல் நியமிக்கப்பட்ட பிராண்ட் ஆய்வின்படி, லௌடௌனின் சாரத்தை படம்பிடிப்பதற்காக டிசியின் ஒயின் கன்ட்ரி பிராண்ட் ஒரு தசாப்தத்திற்கு முன்னர் உருவாக்கப்பட்டது, மேலும் அதன் மிகப்பெரிய சுற்றுலா அம்சம் பார்வையாளர்களுடன் எதிரொலிக்கிறது. .
Conducted by SMARInsights, the study included more than 1,000 people in Loudoun’s key leisure markets along the east coast including New York City, Philadelphia, Pittsburgh, DC/Baltimore, Richmond and Charlottesville. The research was designed to assess the effectiveness of the brand, measure the awareness of DC’s Wine Country and gauge how well the brand communicates the county’s key assets.
Respondents to the survey were overwhelmingly in favor of the DC’s Wine Country brand. It is seen as an accurate position for the destination and evokes positive images of beautiful scenery, parks and trails, outdoor recreation, great local dining, farm markets and equestrian activities according to the study.
“This brand was developed back in 2008 and it was time to look at how much we’ve moved the needle in ensuring Loudoun is recognized as a wine region,” Visit Loudoun President & CEO Beth Erickson said. “Results show that when study participants hear DC’s Wine Country, they recognize where we are. We’re aligning with other established wine regions and the brand has helped advance Loudoun’s award-winning wine industry as a destination.”
Nearly one-third of travelers in Visit Loudoun’s key markets are familiar with what Loudoun has to offer for a leisure trip and specifically one in five travelers in the New York City area are familiar with Loudoun.
Visitation to Loudoun is also trending in the past three years, well above more distant wine destinations, and two-thirds of past visitors give Loudoun positive ratings. Wineries were the top trip motivator. Wine visitors stayed an average of 2.95 nights and engaged in more activities within the destination than those who did not visit a winery.
The study also included a comparative set of other wine regions like Finger Lakes, Napa and Willamette Valley to see if Loudoun shares characteristics such as quaint downtowns, great local dining and beautiful scenery with destinations that are known primarily for wine-related experiences. Loudoun performed well for the attributes that are at the center of its brand, legitimizing its position within the wine region comparative set.
“While there is still plenty of opportunity to educate people about the destination, we’ve seen phenomenal progress, especially as we look at results next to a comp set of other wine regions,” Erickson said. “Not only does this study validate our marketing efforts, it shows the importance of Loudoun’s rural assets—including open space—as key differentiators from other regions and illustrates what makes DC’s Wine Country so special.”
