Barossa Wine Auction
The Brief
We were tasked with delivering a comprehensive PR and partnerships campaign for the 2019 Barossa Wine Auction. With the business objectives of attracting new bidders and exceeding previous events' auction results, our role was to elevate brand awareness by securing extensive coverage across premium print, digital and social media outlets.
Wine enthusiasts, investors and key industry members came together in April at Lambert Estate in South Australia’s Barossa for the biennial Barossa Wine Auction – Live Auction and Lunch.
The Strategy
The multi-faceted campaign encompassed strategy development and execution, asset creation, profiling, media relations, key media partnerships, charity partnership, influencer and ambassador engagement and reporting.
A key campaign highlight included the VJP (Visiting Journalist Program) and resulting feature stories in Fairfax Executive Style and Esquire Singapore by journalist, Jane Rocca. The four-page feature in Esquire reached an international audience aligned with the event's key target market and celebrated the Barossa destination, the 2019 Wine Auction and a selection of the best wineries in the area.
The Results
The campaign secured extensive coverage across publications including Australian Gourmet Traveller Wine Magazine, Herald Sun, Fairfax Executive Style, Esquire Singapore, Women's Agenda and The Weekend Australian Magazine.
A successful digital influencer program saw highly engaging content published across @ieatmelbourne and @winewankers in the lead up to and during the event.
203 media clips were secured across print, online, and social media platforms to reach a cumulative total audience of over 27 million with a publicity value of just under $2.5 million.