For the past 21 years, the traditional wine festival of Mateh Yehuda wineries has been held in December. Over 45 wineries, most of which are devoutly connected to the area and Troyes and draw inspiration from it for quality wine series. In the last four years, another festival has been held at the end of December - a festival loyal to the place - featuring local art, poetry, dance and culture performances. The festival, which takes place throughout the month of December, allowed thousands of participants to be exposed, take part and enjoy the extensive and glorious work of the worlds of wine, wineries, culture, music and art of the Mateh Yehuda region. The festival allowed you to experience, taste, listen and get excited together from the connection and the amazing, unique and special local atmosphere. The month of the festival celebrations opened with the traditional wine event of the Judean Wineries which took place in Mini Israel, during which over 30 local wineries poured from the best wines throughout the evening accompanied by live music and professional wine workshops. Throughout the month of the festival, there were wine tours and guided tastings, visits to the Mateh Yehuda wineries, hosting a variety of exciting music and art performances by local artists, representatives and dozens of tourist attractions scattered throughout the council during the festival. All of these and more created a complete, rich and diverse mosaic of art that expresses the rich diversity of the population of Mateh Yehuda and its products and allows participants to take part and enjoy them as part of the festival. The challenge: merging the two festivals for the first time into one combined festival of wine and culture that lasts for an entire month. Challenge 2: Market the variety of events, wineries, tours and shows in a way that connects the local community (57 scattered communities) to a variety of audiences and wine and culture lovers from all over the country for the festival.

After consulting on the construction of the new branding, we began building the infrastructure, processes and mechanisms required for the festival's quality marketing activities. We built a message page for a regular response in the various media and applied the marketing language of the new brand to all the infrastructure, some old and some new. The materials included the festival's marketing promotional video screened at various events on huge screens and in various media, publications on tourism portals, preparation of materials for the field and management of additional hands-on vendors. Most of the events took place on weekends (Friday and Saturday) so support and answering customer questions was essential Even these days, the current content and publications were built and published during the month depending on the situation in the field - we started the strongest and slowly increased the pace.

Customer:

The challenge:

What did we do?