Thompson Okanagan Tourism Association: Using Video to Promote Sustainability in the Wine Industry

The Thompson Okanagan Tourism Association (TOTA) is a not-for-profit society governed by the BC Societies Act—one of six Regional Destination Management Organizations operating in British Columbia. As an industry-led organization, TOTA represents the interests of communities, businesses, and residents in the Thompson Okanagan region. Their mission is to encourage sustainable tourism growth through collaborations and research while embracing their values that center on people, the planet, and prosperity.

With a comprehensive mandate, the association is committed to responsible management of the region’s tourism sector. Recognizing their role as stewards, TOTA fosters tourism, enriching people and the planet while supporting long-term regional prosperity.

As an association committed to driving positive environmental impact, TOTA wants to encourage its members to take active steps toward reducing their carbon footprint. When TOTA wanted to highlight one of their partners’ sustainability initiatives, they turned to Ballistic Arts to help spotlight their partners’ sustainable practices, inspiring others to follow suit. 

Problem

As a long-time sustainability champion, the Thompson Okanagan Tourism Association always wants to motivate more members, specifically in remote areas, to adopt greener business practices. Despite widespread awareness of the need for sustainable practices, many of TOTA’s member businesses still hesitate to take actionable steps toward reducing their carbon footprint. So, the challenge isn’t just about awareness; it’s actually about businesses embracing practical changes.

What better way to inspire businesses than by highlighting the success of others who have effectively implemented sustainability initiatives?

TOTA decided the perfect business to showcase was Okanagan Crush Pad, a local winery known for its innovative approach to winemaking and sustainability. This winery recently switched to 100% Renewable Natural Gas (RNG) in partnership with FortisBC, drastically reducing its carbon emissions. 

The association recognized the importance of promoting this success story to encourage other regional tourism and hospitality businesses to follow suit. However, conveying the significance of this initiative posed a challenge. They wanted a solution that would resonate emotionally and intellectually, inspiring local businesses to act for their operational benefit and the greater good of the region’s environmental future.

Solution

We quickly recognized that video would be the ideal platform to effectively spread the message of sustainability and inspire action within the Thompson Okanagan tourism community. With our expertise in marketing and video production, we knew that telling Okanagan Crush Pad’s story visually would have the most significant impact. This would allow viewers to connect emotionally while also absorbing the initiative’s practical steps.

Detailed Process

Full-Service Approach

We took this project on with a full-service strategy in mind, managing everything from pre-production to post-production. We always want to ensure the most seamless experience for our clients. 

By working closely with their team and partners, we made sure that the video communicated the essential message: that embracing sustainability, as demonstrated by Okanagan Crush Pad’s switch to 100% Renewable Natural Gas (RNG), is feasible and highly impactful.

Pre-Production

We started by aligning with the TOTA team and their partners, including FortisBC and Okanagan Crush Pad. Our focus here was to ensure the video’s narrative would reflect the full scope of the winery’s sustainability initiatives. 

Understanding how crucial complete alignment is for any video project, we organized meetings with all stakeholders to guarantee we were all on the same page regarding the story’s message and goals. We couldn’t start working on the video without doing this step first!

Production

We tapped into our local videography network to source a skilled partner for the shoot. Ballistic Arts provided creative direction throughout the filming process to ensure that the video authentically and effectively told the story of Okanagan Crush Pad’s commitment to RNG and environmental stewardship.

Post-Production

In the post-production phase, we used Frame.io, a collaborative video review software, to gather feedback from all the parties involved in bringing this promotional video to life. This helpful tool enabled us to facilitate a seamless editing process where we could integrate any input from stakeholders quickly, resulting in a polished final product.

Results

The Thompson Okanagan Tourism Association was thrilled with the final video. We were able to create a video that told the story of Okanagan Crush Pad’s leadership in sustainability. The end product resonated with viewers and effectively conveyed the message of greener practices in the wine industry. Because of our successful partnership, TOTA partnered with us to create two more videos, and we are currently working on those projects. 

Our video collaboration underscores the power of effective visual storytelling to drive meaningful change. Our team at Ballistic Arts was proud to play a pivotal role in promoting sustainability and local growth by showcasing the impactful initiatives led by local businesses.

At Ballistic Arts, we want to share your stories and support every client to succeed. Whether you need a powerful video marketing campaign or a complete branding overhaul, we have the experience to make it happen. Combined with our abilities across the full marketing spectrum, we can tailor our marketing efforts to help meet your specific goals and boost your online presence. 

Let us handle what we’re good at so that you can focus on what you’re good at. Reach out to us today to set up a FREE consultation about how we can help tell your brand’s story through effective marketing.