A playbook of proven wine tourism DOOH ideas for wine and tourism brands in the Langhe, built around how people actually move through Alba and nearby villages.
We focus on moments that matter: Friday arrivals, harvest weekends, truffle fair footfall, and weather that pushes guests to terraces or fireplaces. Use simple bilingual creative, proximity cues, and scan-ready offers to turn attention into paid bookings.
| TL;DR: Time campaigns to seasonality and dayparts, keep copy bilingual and direct, and push a single action (scan or short link). Track bookings with QR + offer codes and run short, high-frequency flights on the right screens near Alba and key villages. |
CTA: Request the Tourism Pack (dates + locations) • Book a 15-minute planning call
Who You Reach (Tourists vs Residents; Weekend Patterns)
Visitors arrive with low local knowledge and high intent. They want “what’s good, near me, now.” Residents already know the area; they need a nudge, new menus, special pairings, or an easy weeknight plan.
DOOH lets you speak to both without personal data: context (place + time) does the heavy lifting.
Tourists cluster late week and on bridges. Catch them on gateways into Alba, near car parks, and within a five-minute walk of tasting rooms and restaurants. Your creative should be bilingual (IT/EN), show distance or minutes, and use one clear action: Scan to reserve.
Residents show a strong weekday rhythm: commutes, markets, schools, gyms. For them, use countdowns to chef nights, mid-week menus, loyalty offers, and off-season hotel + spa bundles. Dayparts matter: mornings sell planning (“Reserve 17:00 tasting”), afternoons move last-minute seats, evenings close “Tonight Only” menu or flight promos.
Seasonal Windows That Matter (Harvest, Truffle fair, Long weekends)
Langhe demand spikes are predictable. Batch spend into short, high-frequency bursts when intent and footfall are highest.
- Harvest (late Sep – early Oct). Interest in cellar tours and flights peaks. Use proximity creatives near routes into villages; switch copy by daypart from “Plan your 17:00 tour” to “Tonight: Barolo flight.”
- International Alba White Truffle Fair (Oct–Dec, weekends). International visitors, restaurant pressure, and high willingness to book ahead. Run weekend-only dayparts with bilingual chef menus and pairing flights. Add simple countdown states: D-3, D-1, Today.
- Spring bridges (25 Apr, 1 May, 2 Jun). Reliable mini-peaks. Promote 2-night bundles (hotel + cellar tour + dinner) and time copy to Thursday and Friday entries.
- Ferragosto & late summer (mid-Aug). Domestic tourism and warm evenings. Weather triggers push terrace seats in the afternoon and aperitivo flights before 18:00.
- Advent & festive weeks (late Nov–Dec). Giftable experiences and cosy dining. Promote “winter tastings,” fireplaces, and hotel + dinner packages with free cancellation.
See current premium sites across the area: Admirar Elite Network
7 Campaign Ideas That Consistently Perform
1) “Tonight Only” Tasting Promos With QR Booking
Use short, urgent copy near dinner zones and car parks:
“TONIGHT 18:00–20:00 • Barolo Flight (6 seats left) • 2 min from Piazza Risorgimento • Scan to reserve.”
Keep the frame clean: one headline, a proximity cue, a QR, and a short link as backup.
2) Event Countdowns Synced To Daypart
Roll state-based creatives through the week (D-3/D-1/Today), then swap by time of day:
Morning: “Doors 10:00 • Skip the queue • Scan”
Afternoon: “Starts 17:00 • 200 m ahead • Tickets on your phone”
You reduce uncertainty and push instant mobile checkout.
3) Route-based “5 minutes away” Creatives
On approach roads and near parking, distance beats adjectives:
“5 MIN WALK | Barbaresco Tasting | Scan for route”
Add a simple incentive for POS: “Show code LANGHE5 for pairing upgrade.”
4) Menu/flight Showcase For Restaurants
Split the frame: hero dish + wine flight. Rotate by daypart (Lunch set → Dinner chef’s menu). CTA is functional: “Scan to join waitlist / reserve.” Fewer words, bigger images, one action.
5) Weather-triggered Terrace Promos
Rules like Temp ≥ 22°C & no rain automatically switch to terrace copy:
“Sunny Terrace Seats • Aperitivo Flight −10% before 18:00 • Scan to book.”
Cooler hours flip to “Fireplace Menu • Barolo by the glass.”
6) Co-op Ads With Local Partners
Bundle decisions guests already make: Hotel + Winery + Dinner.
One code (LANGHEWEEKEND) and one landing page simplify checkout. Your CPM buys three outcomes: occupancy, bookings, and covers.
7) Off-season Hotel Packages
Target residents and value-seekers Jan–Mar.
“Mid-week Escape | 2 nights + tasting + dinner from €… | Free cancellation | Scan to pick dates.”
Consistency beats volume, short, repeating flights keep you visible without waste.
Creative Tips For Tourists (language, contrast, map cues)
Write for a moving viewer. A tourist has seconds, not minutes.
- Language. Alternate Italian/English automatically (more English on weekends). Use imperative verbs: Scan, Book, Reserve, Find us. Avoid multiple CTAs in one frame.
- Contrast and type. Big, high-contrast headlines; a single focal point; generous spacing. Your key action should be at least ~8–10% of screen height.
- Proximity cues. Add distance or time (“350 m”, “5 min walk”) and simple arrows. Name recognisable anchors: Duomo, Piazza Risorgimento, Cortile della Maddalena.
- Assets. Neutral-background photos of dishes and wine. QR in the bottom-right with a short link beneath it for camera failures. Small seasonal icons (🍷, 🍄, 🌤️) are fine, don’t overdecorate.
Measurement & Offers (QR, short links, coupon codes)
We keep it privacy-first and practical: no personal profiles, just aggregate performance.
What to track
- Scans, visits, bookings from unique QR + short link (UTMs applied).
- Redemptions via simple codes (e.g., LANGHE5, TRUFFLE10).
- Screen/daypart performance to see which placements convert.
How To Set up Fast
Create one landing page per offer with EN/IT toggle, live availability, and Apple/Google Pay. Auto-generate a short link and QR, and test on 4G near the screens. Use a unique code per bundle so POS/booking engines attribute revenue cleanly. Ask us for a daily email snapshot (scans, clicks, provisional bookings) during the flight.
What Good Landing Pages Include
Above-the-fold clarity (“What, When, Where, Price”), a map pin with walking time, and a frictionless 2-tap checkout. If it distracts or makes people think, cut it.
FAQs
Can We Alternate English/Italian Creatives Automatically?
Yes. We can rotate language versions within the loop or daypart them (more English on Fri–Sun). You provide both files; we set the ratios.
What’s a Good QR Landing Page For Tourists?
A single-offer page with a date/time picker, one clear price, Apple/Google Pay, a map pin, and an EN/IT toggle. Keep it fast and focused.
How Do We Coordinate Events and City Approvals?
Share your dates and any municipal guidance. Our placements are city-approved; we’ll align flight dates and creative rules with organisers and the Commune.
Can we run weekends-only?
Absolutely. Many tourism campaigns are Fri–Sun plus selective top-ups around school holidays and bridges. We’ll daypart to lunch/dinner peaks.
Build Your Tourism Plan
Italian food and wine tourism reached an estimated 40.1 billion euros in 2024, Choose a ready-to-buy package and we’ll tailor screens, dayparts, and creative:
Harvest Pulse (Sep–Oct).
Alba gateways and tasting-room corridors. Thu–Sun for 2–3 weekends. Formats: countdowns, “5 minutes away,” and “Tonight Only.” Optional: weather triggers and chef-night overlays.
Truffle Peak (Oct–Dec, weekends).
City centre and fair routes. Weekend-only, stacked dayparts. Formats: chef menus, pairing flights, event tie-ins. Optional: hotel co-ops, gift card prompts.
Weekend Splash (Apr–Jun + bridges).
Entry roads and hotel clusters. Fri–Sun plus 25 Apr, 1 May, 2 Jun. Formats: proximity creatives and terrace triggers. Optional: family menus and kid-friendly badges.
What we need from you
- Local event dates (harvest weekends, truffle fair, holiday bridges)
- 2–3 example creatives or hero images (logo, dishes, flights)
- Any success stats you can share (scan rate, reservations uplift)
Where we’ll place you
Ask for current coverage on the Admirar Elite Network and we’ll recommend a screen + daypart mix for Alba and nearby villages.
CTA: Request the Tourism Pack (dates + locations) • Book a 15-minute planning call
