South Australia’s wine industry is going through an incredibly challenging period, hit hard by the double blow of bushfires and COVID-19, as well as the associated effects on trade. It needs our support more than ever.
Current research shows that South Australia is the top associated state for credible wineries and wine regions in the nation, which presents an opportunity to cement South Australia’s position as the wine destination of Australia and make 2021 the ‘Year of South Australian Wine’.
In early January, the South Australian Tourism Commission, together with the Department of Primary Industries and Regions (PIRSA), launched a 12-month national campaign with the aim to maximise awareness of South Australia’s wine regions and tourism experiences, and drive visitation and expenditure.
Activity launched with a 30-second teaser video (below) that celebrates our state's wine industry and events and initiates the 2021 Year of South Australian Wine messaging. Further activity will be rolled-out throughout 2021 and will showcase a whole host of cellar doors and wine events.
The primary objective for this activity is to drive visitation to regions and support wine producers during a particularly difficult time for this sector.
To achieve this, the focus will be on promoting wine events and experiences, creating a diary of must-see events and things-to-do across South Australia. A dedicated media buy, including print and digital advertising, will help drive promotion.
The SATC is inviting South Australians and Australians to rally behind our state's wine industry – recognised alongside Bordeaux and Napa Valley as one of the Great Wine Capitals of the world – and get out and experience what makes this sector world-class.
To help deliver the campaign, we're working closely with industry – from wineries and cellar door operators, to regional tourism representatives and wine industry bodies.
We know the power of our network and, when we all get together with clear direction, the results are very impressive.
As part of the 2021 Year of South Australian Wine, the SATC has developed some tools and resources for industry to get involved and help spread the message far and wide.