Case Study: CONSUMER
Kyneton Ridge
For Macedon Ranges wine producer, Kyneton Ridge, Wine Brain developed campaign to promote their new Pinot Noir launch with live music, incl.
Developed the Skipping Rabbit Yacht Club concept and messaging, which ran over 8 weeks
Incl. event planning to meet budget/profit expectations and theme in line with the 70s and 80s live music by the Yachtski Brothers
Developed two-tiered ticketing (GA on the Deck $60 and Captain’s Table $100), new release Pinot tasting format, and themed menu development
Included V-Line Transfer to the winery to encourage Melbourne visitors
And PR marketing campaign incl. PR pitch to local, wine, food, travel, what’s on media, and group marketing event submissions (e.g., Wine Australia, MRVA, Destination Central Vic, Visit Macedon Ranges)
The tickets for 100 guests were sold out 3 weeks before the event.
This consumer event planning & PR was complemented with an engaging digital campaign incl.
Scheduled social media posts (2-3x week) promoting the new release, live music, and event experience elements
Mailchimp email marketing to reach cellar door database with locals and city messaging
Increased follower engagement with posts across social media channels.
