Leland firm to offer marketing and PR

The Leelanau Peninsula Vintners Association (LPVA) has finalized a deal with the company that operates “Leelanau.com” to provide marketing, communications and media/public relations services to the 13-member wine producers’ organization.

Leelanau Communications, Inc., based in Leland, will replace independent contractor Rick Coates in providing marketing/communications services to the LPVA.

Coates has decided “to move onto other endeavors,” according to Andy McFarlane, head of Leelanau Communications.

Previously, McFarlane and Coates had collaborated on a broader “Leelanau Tourism Initiative.” McFarlane said last week that the status of that initiative was currently “unclear” and no decision had been made about whether he or Coates would follow up.

“I’m so excited to be able to work with Leelanau Peninsula Vintners,” McFarlane said. “They’re among the best tourism and economic assets we have here in Leelanau County because they’re keeping agricultural land in production and even putting new land into production.”

The president of the LPVA, Adam Satchwell of Shady Lane Cellars in Bingham Township, said he was confident that Leelanau Communications can provide exactly what his organization needs.

“We need to reach out to the traveling public and the tourism industry to boost awareness about Leelanau Peninsula wines and ultimately increase the number of visitors we see out here visiting our wineries in person,” Satchwell said.

Previously, Leelanau Communications had been responsible for creating the LPVA’s website, but was not involved in any broader marketing effort on the association’s behalf.

“The LPVA has an established history of collective marketing and we know we can take that to the next level,” McFarlane said. “Our team will be working very hard in the coming weeks to create a formal plan as we look for the most streamlined way to promote this amazing, award-winning wine region.”

McFarlane will serve as project director. Other team members include marketing director Jennifer Hutchinson and communications specialist Dianna Stampfler.

According to a news release, projects the team will undertake include:

• Website redesign/management and Internet marketing strategies;

• Responding to telephone and email inquiries from the general public;

• Creation and distribution of news releases about the association, industry and its events and being a spokesman for the association to the media;

• General public and media relations;

• Organizing media tours;

• Development of collateral materials including print and digital media; and

• Grant writing to support future marketing and promotional opportunities.

A list of the LPVA member wineries can be found online at www.lpwines.com.