Winegrowers of Dry Creek Valley® Drives High-Quality Ticket Sales for Their Flagship Event with Sojern

diamond shaped images a various luxurious locations


a multi-channel marketing campaign that drove 183 ticket transactions


View Through Rate (VTR) on YouTube, double the industry benchmark


Click Through Rate (CTR) with the native ad format
Package Used
Managed Campaign

The Winegrowers of Dry Creek Valley® has partnered with Sojern for over three years to drive more ticket sales to their annual Passport to Dry Creek Valley event. In 2018, they launched a multi-channel campaign that drove more high-quality ticket sales.

"We love Sojern and how behavioral the targeting can get, it’s much better than buying random impressions—and a way better use of our dollars."

Natasha Van Leuven
Marketing & Events Manager


Every Spring, Winegrowers of Dry Creek Valley® throw its annual flagship event, Passport to Dry Creek Valley, a weekend that features over 40 of their wineries paired with local Sonoma County chefs for winemaker lunches, parties, and more. The team sought a full-funnel, multi-channel marketing solution to raise the profile of Passport, as well as drive ticket sales for the 2018 event. They turned to Sojern, who they’d partnered with since 2016, to achieve this.


During the 2018 campaign, Sojern delivered a comprehensive, multi-strategy approach that drove 183 ticket transactions for the Passport event. YouTube and native tactics drove upper-funnel awareness, with high engagement rates. Video achieved a 55% VTR, more than double the industry benchmark for the travel vertical. The native format experiment delivered an exceptional 0.13% CTR, meaning it was an effective tactic to drive people to the Passport website to learn more. “It's less about the amount of tickets we sell, and more so the quality of consumer we reach and attract to the event” says Natasha Van Leuven, Marketing & Events Manager. “And Sojern helps us reach those people."

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