Faces of Wine

Spaces, Faces and Places

2020 saw the rollout of a three-part campaign promoting Rutherglen and the other Indigo destinations.

Delivered across 2020 and early 2021, Spaces celebrated the walk products in Rutherglen and surrounds during a time when escaping to open space was highly sought after. 

What is Faces of Wine?

The second campaign in the series of three is 'Faces', with a Rutherglen only focus. Launched in spring, September 2021, the campaign was designed to support the recovery of Rutherglen’s visitor economy following the Black Summer Bushfires and ongoing effects of coronavirus restrictions.

Campaign focuses: 

• Encourage visitors to connect with Rutherglen's 'Faces of Wine' through gorgeous imagery and story telling featuring our community of winemakers.
• Send the audience to the new look Rutherglen website explorerutherglen.com.au
• Bring visitors to the new quiz function on explorerutherglen.com.au for inspiration and a unique itinerary for their next visit to Rutherglen.

Audience

With the changing travel situation, the campaign objectives were:

• Raise awareness
• Create connection with Rutherglen people and experiences
• Build an intention to travel when possible.

How was Faces of Wine rolled out?

• Australian Traveller
  • online article
  • Solus EDM reaching 82,000 consumers
  • web content
  • socials content
• Website: explorerutherglen.com.au
• Facebook
• Instagram
• Public relations

New website

Indigo's tourism team and Winemakers of Rutherglen have worked closely together to develop an exciting new website for Rutherglen visitors. explorerutherglen.com.au has a clean, fresh look and now includes tools and features for visitors to design their ultimate stay.

• THE QUIZ
  Visitors were able to answer 6 quirky questions and the website then provided visitors with a tailored itinerary, including:
  • A winery to visit
  • A place to eat
  • A winemaker to meet
  • A place to stay
  • A short walk or ride experience

• EXPERIENCE PAGES
  Visitors were guided to their ideal ride, winery or walk.

• SHORT WALKS WITH A STORY
  Visitors explored new walking information, including help with wayfinding, walk inspiration and audio recordings as researched by students of Rutherglen High School.

Industry buy in

Showcase your business 

Faces of Wine will send visitors directly to explorerutherglen.com.au 

Maximise the number of visitors who know about your business by ensuring your business listing is up to date - refresh or renew your listing via the Australia Tourism Data Warehouse (ATDW).

If you need assistance, Nadine at the Visitor Information Centre is on hand to help you with ATDW.