CONSULTING | BRAND STRATEGY | VISUAL BRANDING | VIDEO PRODUCTION | WEBSITE BUILD & DEVELOPMENT | MEDIA ENGAGEMENT | CONTENT DEVELOPMENT | GUEST & PRESENTER RELATIONS | SOCIAL MEDIA MANAGEMENT | ADVERTISING MANAGEMENT | DIGITAL MARKETING | EVENT SUPPORT | STAKEHOLDER RELATIONS
Pinot Noir Celebration Australia 2023
The Pinot Noir Celebration Australia is one of Australia’s most exclusive and premium wine event experiences. Totem Marketing was a part of the event development from late 2020 and an integral part of creating the event positioning, event branding and event strategy.
WHAT WE DID:
Marketing and communications centred around digital communications inclusive of social media, email marketing, digital advertising, retargeting, digital advertorial and hands-on development of the website.
Much of the visual communications and content creation was done in-house, including video scripts and direction, website copy and design, social media image content and digital marketing collateral. Paoli Smith developed the overall brand direction and core assets in partnership with Totem Marketing and we worked with Pier Carthew to create photography and the event promotional video, and we later engaged Chris Franklyn to produce event videography.
The look and feel of the Pinot Noir Celebration Australia included some beautiful assets, such as the event banner, website headers, and advertising visuals. We created advertorial with the Australian Financial Review, Wine Australia and Decanter Magazine, and generated banner advertising across retargeted website and media spaces.
The work went beyond the Australian market, with regular meetings with partners around the world to implement tasting events in Denmark, the United States and Canada, Singapore and the United Kingdom. We also communicated regularly with regional partners such as Wine Yarra Valley, Adelaide Hills Wine, Wine Gippsland and many more.
Media engagement was a core activity for the Pinot Noir Celebration Australia 2023, Totem Marketing developed the tag line, provided comprehensive media packs and generated detailed facts and figures about the health and direction of Australian pinot noir.
Furthermore, with our extensive industry contacts, we also provided support to the event with securing presenters for various events and provided direct guest relations for media and presenters at the event.
This was a signature wine event for Mornington Peninsula Wine, Wine Victoria and Wine Australia, and Totem Marketing is proud to have been a central partner in the delivery and success of this event in February 2023.
RESULTS
Some of the key success indicators included a media reach of more than 4,400,000 people including across international markets such as the US and UK. We were also thrilled to achieve a digital reach of more than 430,000 from start-up social media accounts. Over the campaign period we generated more than 319 social media posts including reels, video & shared content.