General Initiative Messaging
Sonoma County Tourism (SCT) is more than a destination marketing organization—it is a pioneering leader in inclusivity, sustainability, and connection. As the nation’s first Destination Stewardship Organization, SCT shares the destination's legacy in fostering unity, creativity, and authenticity within Sonoma County’s diverse community of artisans, farmers, winemakers, and hospitality professionals. This ethos is woven into the region's fabric, making SCT uniquely qualified to champion the “Wine Country for All of Us” initiative.
With its rich history of collaboration and innovation, SCT has consistently elevated Sonoma County as a haven where all are welcome. From uniting local municipalities to creating transformative partnerships like Wheel the World, Leave No Trace, and Kind Traveler, SCT has demonstrated that inclusivity and stewardship are not trends but guiding principles. This initiative reinforces Sonoma County’s identity as a joyful, meaningful refuge for residents and visitors alike.
Why Now?
In a time of unprecedented polarization, division, and rapid change, Sonoma County’s commitment to connection and belonging resonates more deeply than ever. Travel today is no longer just an escape but a vital opportunity for healing, renewal, and shared humanity. Sonoma County’s rich culture, welcoming spirit, and breathtaking landscapes o er a distinctive antidote to the world's noise—a place where people can rediscover themselves and each other.
As travelers seek destinations that align with their values, the “Wine Country for All of Us” initiative positions Sonoma County as the beacon of a new kind of tourism. By offering purpose-driven travel experiences rooted in accessibility, sustainability, and authenticity, SCT speaks directly to the evolving desires of today’s visitors while providing a meaningful counterpoint to division and exclusivity. It celebrates the region’s history and offers a bold vision for its future, affirming Sonoma County’s enduring ethos of welcome, connection, and joy.
The Invitation
Now is the time to redefine what it means to visit Wine Country. Sonoma County invites the world to experience a place where tradition meets innovation, diversity is celebrated, and every traveler can find their unique connection. This is not just Wine Country; this is Wine Country for All of Us—a place where life truly opens up.
Messaging:
Inclusivity Over Exclusivity
Sonoma County has always been a refuge for the curious and joyful, welcoming everyone, from first-time visitors to seasoned explorers. Built on a foundation of inclusivity and connection, it is a place where everyone can sip, celebrate, and explore in their own unique way. Every corner invites travelers to feel a sense of belonging and embrace the spirit of community that defines this extraordinary destination.
Personalized Experiences for All
Sonoma County celebrates the beautiful diversity of its visitors, residents, and topography. Whether strolling sunlit vineyards, hiking among majestic redwoods, discovering artisan workshops, or wandering charming small towns, visitors will discover every experience can be a connection to something. It is a place where individuality is embraced, and every traveler can find inspiration in the region’s breathtaking landscapes and creative o erings; life truly opens up in Sonoma County.
Blending Tradition with Innovation
Sonoma County is a rare blend of heritage and creativity, where the time-honored traditions of winemaking meet the bold spirit of innovation. This is Wine Country reimagined: a destination that celebrates artistry, authenticity, and a forward-thinking ethos that ensures everyone can enjoy its treasures, whether through world-class wines or unexpected, offbeat adventures.
Adventure Beyond the Bottle
Sonoma County offers more than just wine, it’s a world of discovery and connection. From the untamed coastline to serene redwood groves, from bustling farmer’s markets to vibrant art galleries, every experience reflects the diversity and creativity of its people. Here, adventure transcends the ordinary, creating moments that inspire connection and celebrate the region’s joyful, soulful spirit.
Celebrating Community and Culture
The heart of Sonoma County lies in its people, its winemakers, artisans, chefs, farmers, and creatives who have shaped its rich culture. Together, they’ve built a destination of authenticity, inclusivity, and connection. Visitors are invited to become part of this story, celebrating the vibrant tapestry of traditions and perspectives that make Sonoma County a place like no other.
The Joy of Connection
Sonoma County is a place where connections flourish, whether with nature, loved ones, or oneself. It’s a haven for those seeking moments of shared joy and renewal. From intimate experiences in small, family-owned wineries to breathtaking encounters with the natural world, every visit leaves guests feeling inspired, rejuvenated, and deeply connected.
Redefining Wine Country
Sonoma County redefines the Wine Country experience, offering a relaxed, welcoming atmosphere that celebrates individuality and diversity. By blending the traditional with the unconventional, it invites visitors to discover their own unique journey. Here, Wine Country isn’t just a destination, it’s a way of being that celebrates authenticity, originality, and the joy of shared experiences.
Sustainability and Stewardship
Sustainability is at the core of Sonoma County’s ethos. Visitors are invited to connect with a community that values its environment, heritage, and future. This is a place where responsible travel enhances everyone's experience, preserving the destination’s natural beauty and cultural richness for generations to come. Sonoma County is truly Wine Country for All of Us: a place to enjoy, protect, and cherish.
Luxury
Travelers seeking uncommon luxury experiences can find a wealth of options in Sonoma County. Michelin-starred restaurants and five-star hotel properties provide the pinnacle of service and quality, but they don’t stop at what’s expected. Customized and curated experiences mean luxury travelers will leave with bucket-list adventures and brag-worthy activities that exceed expectations for even the most discerning travelers.
Frequently Asked Questions (FAQ):
Wine Country for All of Us is more than an initiative, it is a conviction. Rooted in Sonoma County Tourism’s ethos of belonging, inclusivity, and stewardship, this initiative seeks to redefine what Wine Country means and who it is for.
Sonoma County Tourism is a Destination Stewardship Organization committed to ensuring that travel to our region enhances the lives of both visitors and residents. Our brand, Life Opens Up, serves as our foundation, a reminder that Sonoma County is a place where people can feel welcomed, connected, and inspired.
This FAQ is designed to provide clarity on the why, what, and how of this initiative and help our partners communicate its core messages with conviction and purpose.
Campaign Purpose and Goals
Inclusion and Accessibility
Impact: Economic and Community Benefits
Sustainability
Cultural and Personal Connections
Future: What’s Next?
Promotion and Amplification
Challenges and Criticism
Final Thoughts
Wine Country for All of Us is not about changing what makes Sonoma County special, it’s about ensuring anyone can have the chance to experience it. This is a call to action, an invitation, and a promise: Wine Country is for you.
Wine Country is for all of us.
Fact Sheet: Wine Country for All of Us Initiative and Associated THIS IS WINE COUNTRY. Paid Media Campaign
Overview
- Name: Wine Country for All of Us
- Launched by: Sonoma County Tourism (SCT)
- Objective: To intentionally position Sonoma County as an inclusive, welcoming destination where all travelers can truly feel like they belong through a welcoming and inclusive experience.
- Tagline: "Wine Country for All of Us"
Why Sonoma County?
- Unique Identity: A blend of world-class wine, farm-to-table dining, outdoor adventure, and a progressive, inclusive culture.
- Sustainability Focus: Many local businesses prioritize environmentally responsible practices, aligning with the values of conscious travelers.
- Welcoming Atmosphere: Winemakers, artisans, and business owners create a culture of warmth and inclusivity.
Initiative Goals
- Promote Inclusivity: Sonoma County is a destination with a long history of welcoming people from all backgrounds, interests, and travel styles. This initiative and the associated marketing campaign amplify this set of values.
- Highlight Local Businesses: Showcase Sonoma’s small farms, artists, winemakers, and local entrepreneurs.
- Encourage Respectful Travel: Promote sustainability to help preserve Sonoma’s natural beauty and resources for future generations.
Key Messages
- Inclusivity Over Exclusivity: Sonoma County is a place that embraces belonging and celebrates communities and people that represent the totality of the shared human experience.
- Personalized Experiences: Sonoma County’s visitor-facing businesses understand the customer experience is everything. Many businesses have developed unique and “boast-worthy” experiences designed especially for their guests. Sonoma County Tourism has begun a Signature Experiences program that creates truly specialized experiences that help ensure transformational visits.
- Adventure Beyond Wine: In Sonoma County, wine country is more than the expected wine tasting options. Wine County here means wine, of course, but also discovering adventures along the coast, interacting with local artisans and makers, exploring local shops, and myriad other experiences that create a very unexpected and truly diverse Wine Country vacation.
THIS IS WINE COUNTRY Paid Media Campaign
Complementary to the Wine Country for All of Us organizational initiative, Sonoma County Tourism launched its paid media campaign, THIS IS WINE COUNTRY. The campaign is designed to disrupt people’s view of a Wine Country visit and showcase the diversity of Sonoma County’s visitor experiences.
- Celebration of Community & Culture: The campaign highlights the diverse artisans, farmers, winemakers, and community members who make Sonoma County unique and an unexpected wine country destination.
Consumer Personas (Four Archetypes)
- The Hungry Hearted: Food and wine lovers who see Sonoma County as a must-visit culinary destination.
- The Insiders: Those who seek casual elegance, unique flavors, and intimate experiences.
- The Outsiders: Nature enthusiasts who connect with Sonoma County through its landscapes and outdoor offerings.
- The Passionate Sharers: Experience-driven travelers who love sharing their adventures with friends and family.
Highlights for Visitors
- Accessible Wine Experiences: From casual tastings to exclusive wine pairings, Sonoma County welcomes both first-time visitors and seasoned wine lovers.
- Outdoor Adventures: With Redwood forests, rolling vineyards, and the Pacific coastline, visitors can hike, bike, or relax on the beach.
- Family-Friendly Activities: Many wineries offer kid-friendly spaces, picnic areas, and engaging events.
- Local Arts & Culture: Vibrant galleries, outdoor art installations, and cultural festivals provide a fresh perspective on Wine Country.
- Nightlife & Local Flavor: After a day of exploration, visitors can enjoy local breweries, live music venues, and late-night spots.
Quotes
"Through Wine Country for All of Us, Sonoma County is opening its arms as a place that embraces belonging and celebrates communities and people representing the totality of the shared human experience.” — Claudia Vecchio, CEO, Sonoma County Tourism
"Sonoma County is for those who seek something different—a place where wine meets wild coastlines, art meets agriculture, and people from all walks of life can find a space to be themselves." — Brian Marchi, Board Chair of SCT & General Manager, DoubleTree by Hilton Sonoma Wine Country