Yarra Valley Smaller Wineries

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.

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.

the outcome

Shedfest 2018

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

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 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.