Tracado established a critical path of activities to tap into 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 eventgoers and the YVSWA database to promote ticket sales before, and after the event, these garnered a 42% open rate. Tracado built a brand new Shopify website to update the customer experience online. 

View full coverage here.