Ba Barossa First ssa First The he Bel Belongi nging BAROSSA - PowerPoint PPT Presentation

BARO BA ROSS SSA 2 0 1 9 T h i n k T a n k Ba Barossa First ssa First – The he Bel Belongi nging

BAROSSA FIRST: THE BELONGING Investm Inv stment o of $ $800k 00k + to to gr grow ow wine wine ex expor ports by by showc showcasing sing + + inc increasing easing wi wine ne to touri urism

BAROSSA FIRST: THE BELONGING 01. 02. 03. 04. Consumer Asset Capability + Campaign Research Development Products Implementation

Pr Projec ect S Stages es 01. Co Consu nsumer Resear er Research ch 02. Ass Asset De Developm pment 03. Ca Capabi pability + + Product oducts 04. Ca Campaign Implementation mpaign Implementation

BAROSSA FIRST: THE RESEARCH US, Chinese, Domestic HVT US, Chinese, Domestic Trade

VAGABOND P r e s e n t a t i o n P a g e 6 Barossa brand Services and Wine image facilities

Do Domestic ic c comp mpeti etitiv ive e set. set. Hun Hunter V Vall lley ey McLaren V McLa Vale Tasmania Ta Ya Yarra Valley

Inte tern rnatio ional l co comp mpetitive s e set. Na Napa pa V Valle lley Bor Bordeaux ux Tuscany Tu Marlbo Marlboroug ugh

BAROSSA FIRST: THE RESEARCH Re Rese search Ob Obje ject ctive ives Key word associations

VAGABOND P r e s e n t a t i o n P a g e 1 0 Key le Key learnin arnings: s: Dome Domestic stic c competiti etitive e Oz operators strongly align to Barossa brand set set US / Chinese operators lack clear associations Wine image stands Responses across all apart from other markets are highly Australian regions. aligned to our brand + positioning

VAGABOND P r e s e n t a t i o n P a g e 1 1 Key le Key learnin arnings: s: Inte Interna rnationa nal l Friendly safe, natural setting competitive set competit ive set Lack of clear associations, often negative Wine image is Oz / China – Generous, mixed, US weakest welcoming, experience associations US – Cheap, discount

VAGABOND P r e s e n t a t i o n P a g e 1 2 Key le Key learnin arnings: s: Pr Primary in ary inform rmat ation ion Oz / US - tourism operators sour sources China – photo, blogs, social media Oz / US – friends + China – photos, blogs, relatives social media

Pr Projec ect S Stages es Consumer Re Consumer Resear search 01. Asset D As t Deve velopme lopment 02. 03. Capabi Ca pability + + Product oducts 04. Ca Campaign Implementation mpaign Implementation

Our Our A Assets sets video imagery barossa.com

Im Imagery Donec vitae turpis nec nulla ultricies vehicula.

b a r b a r o s s a . s a . c o c o m Enh Enhance nced on-l on-line ine consum nsumer engage gageme ment nt » User experience » UVP » Tourism products

Projec Pr ect S Stages es Consumer Re Consumer Resear search 01. 02. Asset Devel Asset Development ent Capabi Capability + Pro + Produc ucts ts 03. 04. Campaign Ca mpaign

VAGABOND P r e s e n t a t i o n P a g e 1 9 5 S 5 Stage age Capa Capabi bilit lity Growing Wine Introduction to Prog Program Tourism Workshops Wine Tourism Market Testing Mentoring Business Strategy

Projec ect S t Stages es Consumer R Consumer Resear search 01. 02. Asset Devel Asset Development ent 03. Capa Ca pabi bili lity + + Produc ucts Campaign Impl Campaign I plementati entation on 04.

China China cam campaign paign str strateg tegy 01. KOL engagement Social content development 02. + delivery 03. Australia + China Ambassador network activation

US ca campai mpaign str strate tegy gy 01. Guildsomm Partnership 02. US based Australian KOL to deliver culinary message 03. All activations to support social content generation, tourism call to action