INDUSTRY INFORMATION

29 JUNE 2020

Hunter Valley Wine & Tourism Alliance Committee launch digital destination campaign

Hunter Valley Wine & Tourism Association (HVWTA) is pleased to have launched the first phase of a digital campaign for destination recovery. Encouraging people to get back to the simple pleasures of the Hunter Valley Good Life and indulge in the incredible food, wine, adventures and activities of the region.

This campaign is a joint initiative of the Hunter Valley Wine & Tourism Alliance Committee – comprising of HVWTA, Cessnock City Council (CCC) and Singleton Council. The funding for this campaign is a direct result of Government bushfire grant funding received by the Councils to assist our region with recovery.

While day trips are certainly recommended, especially for those who live close by, extended stays and holidays will be the focus of the campaign. The digital campaign will run on Facebook and Instagram from 19 June 2020 until October to encourage families, couples and groups to visit Hunter Valley Wine Country.

The timeline and key moments of the campaign will see families, couples and groups all targeted in June in the lead up to the July school holidays. July will see couples and groups targeted as the focus becomes Hunter Valley escapes. In preparation for the September school holidays August content will feature families. Leading in to the October long weekend whereby groups and couple will again be targeted throughout September and October.

The campaign features short, engaging social media video content designed to inspire awareness in the first phase of the campaign. As the campaign continues, the focus will transition into the promotion and conversion phases to drive traffic to the new campaign landing page. The campaign landing page will feature current bookable experiences and package deals from all campaign partners – all Hunter Valley tourism focused businesses should get involved. Bookable experiences and package deals will be actively promoted as a whole through the campaign content.

Since the launch of the digital campaign on Friday 19 June 2020, the videos have reached over 139k unique people and had over 5k post engagements. This is an amazing start to the campaign and is only expected to increase given the high volume of enquiries and visitors Hunter Valley Wine Country is experiencing.

In partnership with a social media agency, HVWTA will host a Webinar in July to provide industry partners with further details surrounding the campaign, content and how to ensure their business is involved, create bookable experiences and be included on the campaign landing page. Ultimately, this will give industry the opportunity to be featured in Hunter Valley Wine Country social media content throughout the campaign period.

For further information or comment, please contact Amy Cooper, CEO, Hunter Valley Wine & Tourism Association. Ph: 0419 090 631.