yarra valley
smaller wineries

the deal

A collective of 24 boutique, family owned vineyards – Yarra Valley Smaller Wineries (YVSWA) is a project we are delighted to be involved with.

Running two major events per year- Shedfest and The Shortest Lunch, YVSWA required the execution of an all-round marketing campaign for these two events to make sure we attracted both local and metropolitan visitation.

YVSW

the yakka

Tracado established a critical path of activities to tap in to earned and paid media.

Tracado developed a PR campaign targeting listings and features across targeted outlets including Herald Sun, Broadsheet, 3AW, Urban List, Concrete Playground, boutique lifestyle publications such as Carousel, Hunter and Bligh, parenting blogs and Chinese media outlets.
We also sent prolific journalists new and exclusive releases to consider for future wine features.

A social media campaign generating content and native advertising on Facebook and Instagram promoting ticket pre-sales proved effective, and now we have integrated AI driven content generation to help manage ongoing social media activity. We also managed event day coverage on Instagram Stories, Instagram and Facebook.

An advertising campaign encompassing radio, digital, out of home and print was secured, with Tracado overseeing the creative execution in line with committee approval.

Tracado produced an image library, working collectively with other photographers to develop an image bank for future collateral use.

We sent out newsletters to past event goers and the YVSWA database to promote ticket sales before, and after the event, these garnered a 42% open rate.

tracado
Tracado continues to manage the marketing activity for the YVSWA.

the outcome

Shedfest 2018

shedfest

media

COVERAGE
24 Pieces of Coverage
BROADCAST
4 Radio Pieces
ONLINE READERSHIP
9.06 Million Total

social

FACEBOOK
30 Page Posts
24 Event Page Posts
INSTAGRAM
29 posts in the lead up to the event
74 IG stories over the event

other stats

FOLLOWERS
6% Followers Growth
PAGE LIKES GROWTH 22.Sep - 15. Oct
From 2436 to 2579
GROWTH FROM 2017
28% Growth
AVERAGE REACH 20.SEP - 15.OCT
13,258
fb
Facebook Event
  • The event reached 37200 people, +24% more than in 2017, +69% more than Shortest Lunch event.
  • 206 Ticket clicks, there were none recorded in 2017.
  • 215 clicked attending to the event, +16% growth in 2017.
  • 775 clicked interested in the event, +45% growth in 2017
instagram
Instagram Posts
  • 29 Posts (average 48 likes)
  • 16430 impressions (number of times the post showed in user feeds
  • 13475 reach (number of unique users seeing the post)
  • 69 Profile Visits from posts
  • 7 Website Clicks
  • 206 Ticket clicks, there were none recorded in 2017.
Instagram Profile Followers
  • +9.3% Growth in Followers
    From 1100 on 20. SEP to 1214 on 15. OCT
  • 12622 Discovery impressions
  • 5 Website Clicks
Instagram Stories (Oct 3-15)
  • 74 stories in total
  • 8353 impressions
  • 6427 reach
Instagram Hashtags
  • #Shedfest2018
    139 Posts, 28570 Reach, 5271 Engagement
  • #Shedfest
    147 Posts, 20160 Reach, 5088 Engagement