Case Study: IDENTITY / COMMS
“Heroes” Vineyard
For the 10th release of Otways’ “Heroes” Vineyard, Wine Brain started with a refresh of the brand story, incl.
After marketing was fallow for some years, redefined “Heroes” Vineyard as a quality, cool climate, organic vineyard that sits outside any official GI in the Otway Hinterland; but site specificity and meticulous viticulture make it a top terroir.
Identified key messages, benchmark analysis, market insights, core consumers – then wrote the vineyard story translated these to web/social content along with third party endorsements and cellar door content.
Tasted and produced detailed tasting and technical notes for web/social content.
Developed comms kit for email marketing, press release and collateral.
To support the new identity, Wine Brain developed a 12-month comms strategy incl.
Since the vineyard lies outside usual vigneron association groups developed collab with Forest General Store to provide local produce at cellar door and promoted private tastings with visitors to destination restaurant, Brae – and integrated booking platform to the web for cellar door visitors.
Targeted wine media campaign, incl. writing and pitching press release to a select media list – top reviews from Halliday Wine Companion, The Wine Front, The Real Review, Inside Burgundy, Australian Wine Review – then creating Reviews web page and quoting on product pages to leverage endorsements.
Developed a 12-month Activity Calendar of seasonal campaigns, collaborations with key trade relationships on the Great Ocean Road and ‘City Series’ events in Melbourne, smaller and major event participation, winery and vineyard experiences, and sponsorship leverage.
Over a 2-month Marketing Retainer, managed social media channels and email marketing; setting up Mailchimp templates, Meta social post scheduling, content curation, and database development for process handover to in-house management.
