South Sound Craft Crawl

TRAVEL ON TAP

Craft beer is big business, with more breweries opening in Washington than any other state. In addition, one in three travelers choose a destination for local food and drink. Yet in the South Sound, brewers felt overshadowed by Seattle breweries. Craft beer lovers near and far were unaware of the variety and quality of South Sound breweries and beer pubs.


JayRay went to work

  • Collaborated with breweries and local destination marketing organizations to promote the South Sound
  • Developed strategy and interactive experience concept, name, tagline and logo
  • Created year-round resources that make it easy to visit: brewery map and passport
  • Developed strategic pitches to regional media and bloggers

Results

  • Enthusiastic response from participating breweries
  • Inspired multi-channel campaign
  • Reached more than 6 million people via earned media coverage
  • In its second year, the program sent visitors to 21 breweries across two counties to earn a souvenir growler