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Interactive
Wine Victoria: Behind The Vines
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Wine Victoria has launched Behind the Vines, an integrated campaign and digital platform via TABOO, to support the local wine industry after a devastating year. In an effort to support the Victorian wine sector, Behind the Vines, a digitally-driven campaign has launched to provide a definitive destination for consumers to discover, connect and buy the very best of Victorian wines, direct from over 700 Victorian wineries. The hero of the campaign is a digital directory that customises recommendations for consumers based on preferences of flavour, style and winery practices, to help drinkers discover new wineries. In an attempt to demystify the art of choosing a bottle, a supporting content series covers off recommendations from winemakers all over Victoria exploring wines for any occasion, from gifting to BBQs and more. A complementary PR campaign managed by Alt//Shift saw dozens of winemakers across the state heroed in extensive coverage spanning print, radio and TV, including Halliday Magazine, The Age, Herald Sun, and Sunrise, with a reach to date of more than 27 million.
Brand: Wine Victoria Related |
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