How Pete Luckett's Red Phone Booth Became an Unlikely Marketing Icon in Nova Scotia's Wine Industry

When you think of wine country, you might picture rolling hills, rows of grapevines, and the occasional rustic barn. But on a tour through Luckett Vineyards in Nova Scotia, you might be surprised to find an old-school, strikingly red, British phone booth. Yep, you read that right—a red phone booth, straight out of the UK, smack in the middle of a vineyard. And while the look is quite striking, the booth isn’t just for show. 

Pete Luckett opened Luckett Vineyards in Gaspereau Valley, Nova Scotia around 2010. Hailing from the UK, Pete wanted to bring a piece of home with him to his vineyard, so what could be more British than a classic red phone booth? While the decision gave him a piece of home, and added some extra character to the setting, Pete couldn't have imagined how iconic the booth would become. 

The red booth is certainly a striking image to see on a green vineyard in the valley, but more than its visuals caused it to become such a Nova Scotia Staple. The booth actually works too. With the ability to call anywhere within North America, the booth is more than just a good photo spot. Over the years, between photos and phone calls, the booth became an iconic part of Luckett Vineyards and Nova Scotia as a whole.

Whether or not Pete knew it at the time, the addition of his British red phone booth turned out to be one of the best marketing plays he could have made for his business. Over the years the booth has brought huge attention, press, and character to his vineyard. While the upfront cost of getting the booth there couldn't have been cheap, there is no doubt that it paid off in the long run. It’s funny how some of the most out of the box ideas can bring a business so much attention.

While the phone booth idea worked wonders, guerilla marketing doesn’t always get such a great response. That being said, there is something clearly unique about what Pete did, something that ultimately defined his business and brought him more attention than any other marketing effort could on its own. Don’t get me wrong, having a great looking website, busy social media, and an active marketing strategy are always important to a business. But if there is one thing to take away from Pete Luckett, it’s that sometimes taking a step back and thinking “outside the box” (sorry I had to), can be a game changer.