Soultion:
NSW Wine had previously used all of its owned channels to communicate with members and the wine industry but in order to answer the brief, we had to shift the social media channels to focus on consumers. The aim was to create a platform where we could educate consumers about New South Wales' 16 wine regions and their wines, and inspire people to visit the regions. The challenge was to ensure the social media accounts added value to consumers across NSW and the country.
By identifying our key audiences and why NSW Wine would interest them, we created an initial 12-month content strategy. It was important that we covered all wine regions and educated people about varietals from the state while also keeping it convivial and inspiring.
While education and inspiration have been a key focus we have ensured to include more lighthearted elements such as competitions and pairings to ensure we add value to different audiences.
