OUTCOME Regional wine marketing is enhanced through shared resources, a clear vision and coordinated approach. business has survived because we diversified our income “This through investment in accommodation and dining experiences that enhance the value of our wine brand.” Alpine Valley Business Manager PROGRAMS LEAD 2.1 Explore opportunities for regional wine associations and Industry Regional Tourism Boards to develop formal relationships to leverage the many opportunities set out in the Victorian Visitor Economy Strategy. 2.2 Work with industry to develop Victorian wine messaging Visit Victoria and integrate into relevant marketing and communication activities. 2.3 Build on food and wine competitive strength Visit Victoria Victoria’s through partnerships with Regional Tourism Boards, Tourism Australia, commercial travel industry/brand partners and media. 2.4 Engage with Regional Tourism Boards, Wine Victoria Visit Victoria Industry and the Melbourne Food and Wine Festival to develop a program of year round regional food and wine events. 2.5 Collaborate with Regional Tourism Boards and industry Government (Regional Development Victoria) to facilitate investment in food and wine tourism infrastructure and new experiences. 2.6 Support individual wine businesses to improve their own Industry infrastructure, product presentation, hospitality skills and visitor experience offering. What’s Happening Now Wander Victoria The diversity and beauty of regional Victoria make the State an Wine and food messaging is epicurean visitor’s playground. a key feature of current marketing undertaken by Visit Victoria in domestic and international markets. Visit Victoria’s intrastate marketing wine and food in core campaign elements. This $4.5 million campaign ‘Wander Victoria’ captures campaign will be supported with further activity over the next two years aiming to inspire Melburnians to visit regional Victoria. The promotion of food and wine experiences continues to be a fundamental element of Visit regional marketing Victoria’s strategy. There is an opportunity to provide guidance to Regional Tourism Boards, industry associations and individual businesses to help align their activities to best leverage the regional marketing strategy. RATIONALE Victoria has many boutique wineries that depend on the higher margins of direct-to-consumer sales for their overall Visitation drives cellar door sales, wine club membership, repeat purchases and encourages brand loyalty. It is therefore essential that the wine industry aligns closely with the regional visitor industry to drive food and wine tourism and build awareness of wine styles, regions and diverse wine experiences. The Victorian tourism sector relies on Victoria’s strong wine tourism offerings and the Victorian Visitor Economy Strategy identifies wine and food tourism as key to regional
OUTCOME Regional wine marketing is enhanced through shared resources, a clear vision and coordinated approach. “This business has survived because we diversified our income through investment in accommodation and dining experiences that enhance the value of our wine brand.” Alpine Valley Business Manager PROGRAMS LEAD 2.1 Explore opportunities for regional wine associations and Regional Tourism Boards to develop formal relationships to leverage the many opportunities set out in the Victorian Visitor Economy Strategy. Industry 2.2 Work with industry to develop Victorian wine messaging and integrate into relevant marketing and communication activities. Visit Victoria 2.3 Build on Victoria’s food and wine competitive strength through partnerships with Regional Tourism Boards, Tourism Australia, commercial travel industry/brand partners and media. Visit Victoria 2.4 Engage with Regional Tourism Boards, Wine Victoria and the Melbourne Food and Wine Festival to develop a program of year round regional food and wine events. Visit Victoria Industry 2.5 Collaborate with Regional Tourism Boards and industry to facilitate investment in food and wine tourism infrastructure and new experiences. Government (Regional Development Victoria) 2.6 Support individual wine businesses to improve their own infrastructure, product presentation, hospitality skills and visitor experience offering. Industry What’s Happening Now Wander Victoria The diversity and beauty of regional Victoria make the State an epicurean visitor’s playground. Wine and food messaging is a key feature of current marketing undertaken by Visit Victoria in domestic and international markets. Visit Victoria’s intrastate marketing campaign ‘Wander Victoria’ captures wine and food in core campaign elements. This $4.5 million campaign will be supported with further activity over the next two years aiming to inspire Melburnians to visit regional Victoria. The promotion of food and wine experiences continues to be a fundamental element of Visit Victoria’s regional marketing strategy. There is an opportunity to provide guidance to Regional Tourism Boards, industry associations and individual businesses to help align their activities to best leverage the regional marketing strategy. RATIONALE Victoria has many boutique wineries that depend on the higher margins of direct-to-consumer sales for their overall Visitation drives cellar door sales, wine club membership, repeat purchases and encourages brand loyalty. It is therefore essential that the wine industry aligns closely with the regional visitor industry to drive food and wine tourism and build awareness of Victoria’s wine styles, regions and diverse wine experiences. The Victorian tourism sector relies on strong wine tourism offerings and the Victorian Visitor Economy Strategy identifies wine and food tourism as key to regional
Wine-Industry-Strategy.docx