Visit Temecula Valley - Celebrate Life with Spirited Community | Clapboard

The ManifesToast

Launched in the United States in 2021, the Visit Temecula Valley campaign, Live Glass Full, invites audiences to embrace a lifestyle of celebration and connection in Southern California Wine Country. Developed by the ad agency Greenhaus under the creative direction of Chris Brown, this film-based campaign captures the essence of Temecula Valley’s vibrant community of makers and kindred spirits. It calls on viewers to cherish every last drop of each day, fostering a sense of kinship and a maker mindset that resonates deeply within the hospitality and tourism sectors. The campaign’s narrative centers on the idea of living life with a glass full, symbolizing abundance, joy, and the rich experiences found in Temecula Valley’s wineries and local culture. By focusing on the spirited approach to life and the unique terroir of the region, the campaign aligns the brand with values of authenticity, celebration, and community, appealing to travelers seeking meaningful and inspiring destinations. This singular media asset visually and emotionally communicates the invitation to toast not only to the wines but to the full embrace of life’s moments, thereby positioning Visit Temecula Valley as a welcoming, dynamic destination where every experience is savored to the fullest. Through compelling storytelling and vivid imagery, the campaign strengthens Temecula Valley’s identity as a destination for those who appreciate craftsmanship, connection, and living with intention.

Credits

Client

Visit Temecula Valley

Agency

Greenhaus

The campaign for Visit Temecula Valley, titled "The ManifesToast," positions the destination as more than just a travel spot—it promises an authentic, immersive experience rooted in community and craftsmanship. The brand proposition centers on celebrating life’s moments “glass full,” emphasizing a spirited embrace of every experience, underpinned by the valley’s unique culture of makers and kindred spirits. It highlights not only the scenic and sensory appeal of the Southern California wine country but also a deeper, emotional connection to the region’s lifestyle and communal values. Strategically, the campaign leverages a lifestyle genre to engage a discerning audience that seeks meaningful and experiential travel. The creative angle focuses on the kinship among creators and visitors who appreciate craftsmanship and conviviality, aligning with a trend toward valuing authenticity and shared experiences in travel. By framing Temecula Valley as a place to savor every last drop—not just of wine but of life—the campaign taps into an insight that modern travelers desire enriching, purposeful escapes rather than mere sightseeing. The use of film media and evocative narrative reinforces this connection, appealing to viewers’ aspirations for both relaxation and cultural engagement. Overall, the campaign targets leisure travelers, particularly those drawn to wine country experiences and lifestyle-driven tourism, positioning Temecula Valley as a destination that promises both quality and community-driven fulfillment.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign centers on the ethos of celebration, community, and craftsmanship—depicting a ‘spirited’ community of makers and kindred souls living “glass full” in Temecula Valley’s wine country. Rather than focusing on a story arc, problem-solution construct, explicit demonstration, or parody, it immerses viewers in aspirational lifestyle imagery. The narrative frames Temecula as a destination by showcasing the shared attitudes, activities, and convivial experiences of people who embody the region’s values—directly appealing to the aspirations of travel and leisure audiences seeking this type of authentic connection.

1. Napa Valley Vintners – Napa Valley positions itself as the premier luxury wine destination in the U.S., emphasizing world-class wineries, premium wine experiences, and upscale culinary tourism. Their strategic angle focuses on exclusivity, heritage, and a blend of sophistication with natural beauty to attract affluent travelers seeking refined wine country getaways. 2. Sonoma County Tourism – Sonoma County differentiates by highlighting its diverse wine offerings, sustainable practices, and laid-back lifestyle. It appeals to travelers looking for authentic, family-friendly experiences with a focus on organic vineyards, farm-to-table dining, and outdoor activities, blending relaxation with a strong eco-conscious community vibe. 3. Paso Robles Wine Country Alliance – Paso Robles markets itself as a bold, innovative wine region that values artisanal production and adventurous tasting experiences. It appeals to a younger demographic by promoting lively events, boutique wineries, and a rugged, unpretentious atmosphere that contrasts with more traditional wine regions. 4. Finger Lakes Wine Country – Finger Lakes positions as an up-and-coming, affordable wine destination in the Northeast, leveraging its unique cool-climate varietals and stunning lake scenery. Its strategy underscores local heritage, outdoor recreation, and accessibility from major urban centers like New York City and Boston, catering to both casual tourists and wine connoisseurs. 5. Walla Walla Valley Wine – Walla Walla distinguishes itself through its small-town charm combined with acclaimed quality wines, particularly Cabernet Sauvignon. The region’s positioning focuses on personalized experiences, intimate tasting rooms, and a strong sense of community, attracting travelers seeking a less commercialized, authentic wine country experience.