Ba Barossa First ssa First The he Bel Belongi nging BAROSSA - - PowerPoint PPT Presentation

Ba Barossa First ssa First – The he Bel Belongi nging

BA BARO ROSS SSA 2 0 1 9 T h i n k T a n k

Inv Investm stment o

• f $

$800k 00k + to to gr grow

• w wine

wine ex expor ports by by showc showcasing sing + + inc increasing easing wi wine ne to touri urism

BAROSSA FIRST: THE BELONGING

Consumer Research Asset Development Capability + Products Campaign Implementation

BAROSSA FIRST: THE BELONGING

01. 02. 03. 04.

Pr Projec ect S Stages es

Co Consu nsumer Resear er Research ch

01. 02. 03. 04.

Ass Asset De Developm pment Ca Capabi pability + + Product

• ducts

Ca Campaign Implementation mpaign Implementation

BAROSSA FIRST: THE RESEARCH

US, Chinese, Domestic HVT US, Chinese, Domestic Trade

P a g e 6 VAGABOND P r e s e n t a t i o n

Services and facilities Barossa brand Wine image

Do Domestic ic c comp mpeti etitiv ive e set. set.

McLa McLaren V Vale Ta Tasmania Ya Yarra Valley Hun Hunter V Vall lley ey

Inte tern rnatio ional l co comp mpetitive s e set.

Bor Bordeaux ux Tu Tuscany Marlbo Marlboroug ugh Na Napa pa V Valle lley

Re Rese search Ob Obje ject ctive ives

BAROSSA FIRST: THE RESEARCH

Key word associations

P a g e 1 0 VAGABOND P r e s e n t a t i o n

Key le Key learnin arnings: s: Dome Domestic stic c competiti etitive e set set

Wine image stands apart from other Australian regions. Responses across all markets are highly aligned to our brand + positioning Oz operators strongly align to Barossa brand US / Chinese operators lack clear associations

P a g e 1 1 VAGABOND P r e s e n t a t i o n

Key le Key learnin arnings: s: Inte Interna rnationa nal l competit competitive set ive set

Wine image is mixed, US weakest associations Oz / China – Generous, welcoming, experience US – Cheap, discount Friendly safe, natural setting Lack of clear associations, often negative

P a g e 1 2 VAGABOND P r e s e n t a t i o n

Key le Key learnin arnings: s: Pr Primary in ary inform rmat ation ion sour sources

Oz / US – friends + relatives China – photos, blogs, social media Oz / US - tourism

• perators

China – photo, blogs, social media

Pr Projec ect S Stages es

Ca Capabi pability + + Product

• ducts

Ca Campaign Implementation mpaign Implementation

01. 02. 03. 04.

Consumer Consumer Re Resear search

As Asset D t Deve velopme lopment

Our Our A Assets sets

video imagery barossa.com

Donec vitae turpis nec nulla ultricies vehicula.

Im Imagery

» User experience » UVP » Tourism products

Enh Enhance nced

• n-l
• n-line

ine consum nsumer engage gageme ment nt

b a r b a r o s s a . s a . c o c o m

Pr Projec ect S Stages es

Capabi Capability + Pro + Produc ucts ts

Ca Campaign mpaign

01. 02. 03. 04.

Consumer Consumer Re Resear search Asset Asset Devel Development ent

P a g e 1 9 VAGABOND P r e s e n t a t i o n

5 S 5 Stage age Capa Capabi bilit lity Prog Program

Introduction to Wine Tourism Growing Wine Tourism Workshops Market Testing Business Strategy Mentoring

Projec ect S t Stages es

Ca Capa pabi bili lity + + Produc ucts

Campaign I Campaign Impl plementati entation

• n

01. 02. 03. 04.

Consumer Consumer R Resear search Asset Asset Devel Development ent

China China cam campaign paign str strateg tegy

01. 02. 03.

KOL engagement Social content development + delivery Australia + China Ambassador network activation

US ca campai mpaign str strate tegy gy

01. 02. 03.

Guildsomm Partnership US based Australian KOL to deliver culinary message All activations to support social content generation, tourism call to action