ABOUT

Portuguese: [ noun ] design or plan

The way in which something has been laid out, planned or put together.

THINK THREE MOVES AHEAD OF YOUR COMPETITORS

♜

THINK THREE MOVES AHEAD OF YOUR COMPETITORS ♜

MEET THE EXECUTIVE TEAM

  • Elia Lom

    Director

    Ba Media and Communications and MA Communications (Deakin University) Lecturer Deakin University MA & Ba Levels- Advertising and IMC

    Every Quentin Tarantino or Guy Ritchie movie has that character that never dies, that’s Elia. Her 15 years experience across PR, Marketing, Sponsorship and Commercialisation has had her covering big clients such as Asahi, Book Depository (UK), and the Victoria Racing Club/Melbourne Cup Carnival to boutique events like the Dog Lovers Show, Yarra Valley Smaller Wineries and Sunset Cinema.

    She keeps one foot in the academic ‘stirrup’ as an Advertising and Integrated Marketing Communications lecturer for Deakin University. For Tracado, Elia champions strategy, content creation, media relations, crisis management, event management, PR, Digital, and production but her true superhero ability is juggling a gelato and a Soave while riding her almost 17 hand neigh-machine VL Clarabel.

    Her daily content diet consists of food and wine porn, tongue-in-cheek wit and travel escapades.

  • Einan Lom

    Marketing Innovation and Operations

    Ba – Science (Monash University) MA International Business (Melbourne Business School) MSc Marketing Management (Bocconi University)

    WSET Level 1 (Melbourne Wine House)

    Einan is to Tracado is what Meyer Lansky was to the mob. His aspirations to forge a career in medicine were vetoed when he discovered his love of Italian culture and opted to farewell Melbournian Almond Lattes in favour of Milanese Aperitivo, gaining his Masters of International Business and another Master of Science in Marketing Management at Bocconi University instead of a PhD in Physiology.

    Einan brings a methodological approach to marketing – he is results driven, well researched, detail oriented and risk-averse. He has worked as a Research Analyst for GOLDEN for Sustainability, and for Microsoft in Milan, as well as winning the Henkel Innovation Challenge as a student.

    When he isn’t scouring the interwebs for clever quotes from Tyrion or Tolkien, he is perfecting his moves in a Boxing gym.

  • McKenna Moroz-Johnson

    Creative Communications Director

    Ba Arts - International Relations & Journalism (University of Notre Dame)

    WSET Level 2 (Sydney Wine Academy)

    Inspired by Mad Men’s leading ladies, McKenna kick-started her career in marcomms after studying politics and media in Sydney.

    Her passion for storytelling and content creation has seen her land roles in marketing, PR, social media, copywriting, and events for global players in travel, lifestyle, health, education, and design – including Visit Maldives, Regent Cruises, Ibisworld, Roche Diagnostics, and Foodbank.

    McKenna is also a self-proclaimed wine-nerd. While others were binging on Tiger King during lockdown 1.0, she took it upon herself to get her WSET Level 2 pin (which she may or may not have worn around the house for two days straight after receiving).

    When she’s not thinking about (or drinking) wine, you’ll usually find her on a long coastal stroll with her instafamous Aussie Shep Hugo, making a mess in her kitchen, or listening to Off Menu on repeat.

WE'VE OPENED BOTTLES WITH

🍾

WE'VE OPENED BOTTLES WITH 🍾

EVENTS

Venue
Into Coffee
2a Robert St, Collingwood 3066

In 2023, our drinks and hospitality marketing agency Tracado launched a series of tasting events below our office at Into Coffee - a zero-waste coffee shop in Collingwood.

After six years of working with some incredible winemakers, we wanted to tackle a big issue - bringing the makers into the city, rather than expecting wine lovers to venture out regionally. Many of the wineries we work with are owner-operated, and don’t have a cellar door or a marketing budget - so, word of mouth and sharing their story is the only way consumers can discover they exist.

Each month we arrange for five different wineries to attend, assemble a grazing board, and cover all of the PR and Marketing activities - from press releases, influencer invites, social media content and EDM’s.

Every event we have done so far has either sold out or come very close to venue capacity. It has even created a small community of like-minded people who came by themselves and made new friends at the end of the night.

We’re passionate about helping makers connect with audiences. We knew there was a huge opportunity, but the only way to get it off the ground was to do it ourselves... and we did it with much success - so much so that we are delighted to share that our March event is part of the Melbourne Food and Wine Festival lineup.

In 2024 our mission is to elevate Into The Vines, so each event will have a unique food pairing experience in conjunction with the tasting event.

More at www.intothevines.com.au

If you’d like to be involved email: intothevines@tracado.co