Steve_Marilee-Shaffer-UrbanLegend2WE’s challenge from Urban Legend Cellars was to raise the profile of the small, Oakland winery so that it might attract the attention of a regional distributor.

As part of a comprehensive strategic plan, WE developed a feature story profiling the distinctive (some would say “quirky”), motorcycle-riding married couple who are Urban Legend’s winemakers and owners. The story, entitled “Wine Pairings,” was timed for Valentine’s day, and focused on how the couple came together and, ultimately, became winemakers. For greater media appeal the feature also included brief stories of two other winemaking coupled from different wine regions.

Distributed directly to target publications, and via a newswire service, the story was picked-up by domestic and international news outlets (including and some “biker” media).