POST EVENT REPORT
Another EPIC year for OINOFILIA.wine!
The interest in Greek wine continues to grow and grow
The celebration of of all things Greek wine returned to Australian in 2018 adding Sydney to the city line up.
What capped off an intense ten day period for the visiting winemakers (19 in total), these back to back events highlighted there continues a growing an curious interest in the wines of Greece.
As all of those who attended on the day, the layout and format of the event itself had matured greatly and with more wineries joining in the celebrations, it made for an even greater opportunity to guests to sample and get to know these wines and makers.
It is clear there is indeed a market for these wines and events like Oinofilia give people a greater chance to learn, experience and familiarise themselves with these amazing wines.
We were excited to take this event to Sydney this year and see great potential in other markets like Singapore, Tokyo and Hong Kong all cities where REVEL operate and have audiences.
On what was a very busy weekend in Sydney – both Good Food & Wine Show & Qantas wine tastings were on at the same time – it was an incredible effort to see just under 400 people come out, on a glorious Sydney day, to learn and taste the wines of Greece.
This was the first time the event was run in Sydney and judging by the crowd, it won’t be the last.
Yes, the Commune had a certain ‘rustic’ charm but the location could not be beaten and appealed to Sydney locals alike.
For 2019, we are already looking at moving to Carriageworks as we will be able to accomodate larger numbers.
Meat Market, North Melbourne
Once again, we returned to the beautiful Meat Market and enjoyed an amazing day of fabulous Greek wine, food and culture. It’s an incredible space and one the REVEL audience know well.
With just under 550 people joining us on the day, the pace was less hectic than the previous year thanks to more wineries in attendance.
The food was a highlight thanks to Sweet Greek, Epocha and Elryos and the Greek dancers were again brilliant.
There is much potential to continue to grow this event with the potential to utilise the entire space if more wineries attend.
Greece takes the cake as Europe's oldest wine-producing region and Oinofilia is out to do it justiceCONCRETE PLAYGROUNDSYDNEY
Didn’t get to escape for a European summer like the rest of bloody Melbourne? Yeah, us either. But we’ve got the next best thing: prepare your best Instagram filters and get ready for a day of sweet, Greek culture, because Oinofilia is returning to Melbourne this month.URBAN LIST
Meaning "a love of wine", Oinofilia is a fitting name for a celebration of top Greek drops!BROADSHEETMelbourne
WHO JOINED IN!
Here is a little snapshot of the masses.
of which 65% were women (in Sydney it was 73%!)
35 - 44
Said it was their first time with us
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.
said it was from Word of Mouth
via the socials (such as Facebook, Instagram & Twitter)
via traditional media (highlighting it become less and less relevant)
via winery / importer emails
via digital media
HOW THEY ENGAGED WITH US
Here are some key insights into how they engaged with us
of all website traffic was via a mobile device
Of mobile use was via an Apple device
page views via 5,896 users (Jan 2018 to July 2018)
of all tickets purchased was via a mobile device (up 30% on 2017!)
of all web traffic was from women
of all users were under 35
HOW THEY ENGAGED WITH YOU
There is no doubt those who joined us love all things wine. What’s even better is that they were dead keen to get to know you. Below are some of the highlights.
The average wine sales per exhibitor per city (this is the highest of all our events)
Average amount each attendees spent on wine per event (on top of their ticket price)
Average spend per head (including ticket price)
Average database sign ups per producer per city
wine tastes given poured
bottles poured at the events
* Based on Importer feedback
SOCIAL. SOCIAL. SOCIAL.
The social media campaign (including Facebook advertising) was key to spreading the good word to a broad and highly engaged audience, proving 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.
Traditional media is becoming less and less a vehicle to promoting events though it can contribute to ‘word of mouth’.
Below are some fascinating insights into the Social Media Campaign. It is without doubt each platform has its own personality and unique way of engaging with our audience. Facebook and Instagram are king here and will remain to be for years to come.
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.
Total Users reached (organic & paid) with women making up 65% of engagements!
Engagements with 1,046 clicks and over 229 comments.
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.
While analytics are challenging, the insights do show that this platform is the ‘go to’ for event action and engagement.
estimated reach for the event. Majority via #oinofiliawine & #oinofilia
Impressions and 3,264 engagements via @oinofilia.wine alone
Audience are women with 40% between the ages of 35-44
PEOPLE’S CHOICE VOTE!
They came, they tasted, they voted and below are the results. And boy did they vote! Virtually all wineries received a vote but at the end of the day, there can be only one winner and that was …
Below you will see the breakdown on the day. Well done to all producers!
NATIONAL Top 5!
3. DOMAINE SKOURAS
5. DOMAINE COSTA LAZARIDI
SYDNEY Top 5!
3. DOMAINE SKOURAS
5. ARTEMIS KARAMOLEGOS
MELBOURNE Top 5!
4. KATOGI AVEROFF
5. DOMAINE SKOURAS
Whilst it still may be a while away, we’re already planning for a bigger and better experience next year. We’re looking at venues, dates and format now so we all have ample time to plan and make this event even better again.
These are our suggested dates!