WELL DONE!

The inaugural BAROSSA: Be Consumed is a WRAP!

What an absolutely fantastic day. Not only did the event sell out (impressive for a first go!), but everything else – from the styling, to the wineries and the food – came together beautifully.

It warmed our hearts completely to see the Barossa community collaborate – rather than compete – on such a scale, and everyone who came left with a much stronger sense of the region.

Next year, it would be wonderful to extend the offering to include beer and cider, but overall the event was close to perfect. Well done! Bring on 2018!

MELBOURNE, July 22nd

Meat Market, North Melbourne

North Melbourne’s historic Meat Market was the perfect venue for Barossa: Be Consumed, and laying out the wineries by region made navigating the space super intuitive. The day’s entertainment – everything from the Kegel lane to the live music and the giant pile of Barossa dirt – added to the event’s awesome vibe.

As for food, the menu put together by Saskia Beer and supported with produce from Hutton Vale Farm, Steiny’s Traditional Mettwurst, and others, was truly representative of the Barossa, and helped to really recreate the Barossa in North Melbourne.

YOUR FIRED THEM UP, SO GET THEM THERE

It would be great to see a much stronger Tourism presence at the event offering travel and accomodation packages. People were pumped and sold on the region so having tourism operators there to ‘solve their travel plans’ was an opportunity missed. 

Be transported to the Barossa Valley

THE AGEThe Good Life

You don't have to leave the city to celebrate the Barossa's greatest offerings

BROADSHEET MELBOURNE

If the Barossa was somewhat a ghost town on Saturday, this is why

BAROSSA & LIGHT HERALD

This is what helps cement a meaningful impression of a region ... job done!

DAN SIMSREVEL.global

WHO JOINED IN!

Here is a little snapshot of the masses.

1000 +
Joined us

And for an inaugural event, this is an incredible achievement. 

were women

under 35

of which 72% were women!

35 - 44

45 +

HOW THEY HEARD ABOUT US

When purchasing tickets, we asked people how they heard about the event. Below is the breakdown of what they told us.

4%

via the Barossa Newsletter
(which means you’re gaining a new audience)

52%

via the socials (such as Facebook, Instagram & Twitter)
This would also include word of mouth thanks to friends tagging friends in posts

4%

via the BSC Newsletter

6%

via digital media

1%

via traditional media

24%

via other mediums

HOW THEY ENGAGED WITH US

Here are some key insights into how they engaged with us

51.5%

of all website traffic was via a mobile device

61%

Of mobile use was via an Apple device

32,483

page views via 6,941 users

34%

of all tickets purchased was via a mobile device.

HOW THEY ENGAGED WITH YOU

There is no doubt those who joined us love all things Barossa. What’s even better is that they were dead keen to get to know you.  And then buy.

The SIP, PICK, PACK & SHIP program was an inaugural program allowing guests to create their own mixed dozens. Then, it was consolidated in the Barossa for direct shipping. Whilst there is certainly fine tuning to be had, it did appeal.

$68,741

Total amount of sales per via the program

 $72*

Average dollar amount people spent on wine on the day (this is brilliant)

 $436

Average wine order value

50*

Average database sign ups per producer per city

21,600

wine tastes given!

1000 +

bottles of wine poured on the day!

*Based on exhibitor post event feedback

CREATING A BUZZ

Thanks to THE CRU MEDIA, the PR push was big. Online and social still dominates but traditional media still playing a small, yet vital role.

A total of 54 pieces of media were published through the campaign.

For the full report, CLICK HERE

7144690

TOTAL PR MEDIA REACH

437,079

Print Circulation Reach

1,378,000

radio circulation

5,065,611

Online UDV

264,000

Social Media Reach

SOCIAL. SOCIAL. SOCIAL.

The social media campaign (including Facebook advertising) was key to spreading the good Barossa: Be Consumed word to a broad and highly engaged audience and proves the power of the various mediums. As shown above, it really drives traffic and awareness about the event.

For example, people ‘tagging’ their friends on posts also equates to the high percentage of word of mouth.

We also have to say that you guys ROCKED IT! You not only spread the word far and wide but also got back to us with your profiles super quick. This went a long way to help us create engaging content, drive traffic and smash Google ratings. THANK YOU!

Below are some fascinating insights into the Social Media Campaign. It is without doubt each platform has it’s own personality and unique way of engaging with our audience. Facebook and Instagram are king here.

FACEBOOK

Let’s face it. We’re always on Facebook and this event was no exception. This was the main way in which we promoted the event and spread the good word.

Facebook advertising was key here and conversions were high, reach and engagement were especially on mobile. Mobile, mobile, mobile.

1,636,980

Facebook Impressions

988,880

Total Users reached (organic & paid) with women making up 66% of engagements!

19,598

Engagements with 7,557 clicks and over 2,200 comments.

29,100

Video views. People love video especially ‘live’

INSTAGRAM

Pictures do tell 1000 words and when it came to event day, this was where you could follow all the action. We love this platform and judging by people’s posts, they do too.

Whilst analytics are challenging, the insights do show that this platform is the ‘go to’ for event action and engagement.

350k

estimated reach for the event. Majority via #BarossaDirt & #BarossaBeConsumed

43,134

Impressions via @BarossaDirt

4,710

Users Reached

54%

Audience are women

BUT PICTURES TELL 1000 WORDS …

We could keep telling you all about the event itself,  but we reckon it’s best explained by all the smiling faces of those who attended

That pretty much sums it up what was one fun event.

All these and more can be found on the Barossa Dirt Facebook Page.