GGMD

WELL DONE!

PINOT PALOOZA 2017 is a wrap!

Wow – what a weekend! People in both Sydney and Melbourne came in droves to celebrate the wonderful wine and food of the beautiful Island State, proving that when it comes to produce, Tassie is hard to top.

All of you (winemakers, producers, and more) did the most incredible job of sharing your stories and your love of your home, and you made this event what it was. We couldn’t have done it without you, so, thank you!

WELLINGTON

Wellington

We kicked off the Australia Pinot Palooza Tour in Perth at the Claremont Showgrounds, a new venue for us. The location and space was great, and despite the inclement weather, the crowd was pumped.

It was clear that the Perth market is a little depressed as numbers were slightly down on the previous year. However, interest and engagement (on the socials) was one of the highest of all cities which says they are still pumped for Pinot Noir.

It’s a market often sadly forgotten but the punters tell us clearly to ‘Come and see us!’.

PERTH

Claremont Showgrounds

We kicked off the Australia Pinot Palooza Tour in Perth at the Claremont Showgrounds, a new venue for us. The location and space was great, and despite the inclement weather, the crowd was pumped.

It was clear that the Perth market is a little depressed as numbers were slightly down on the previous year. However, interest and engagement (on the socials) was one of the highest of all cities which says they are still pumped for Pinot Noir.

It’s a market often sadly forgotten but the punters tell us clearly to ‘Come and see us!’.

ADELAIDE

Old Adelaide Gaol.

The Adelaide Gaol was certainly one of the more unique spaces we’ve had for an event, but played well with the theme. It is clear that Adelaide is PUMPED for Pinot Noir with a SOLD OUT crowd flocking to the space. Local DJ legends Skin Contact ensured the jailhouse rocked (ahem) and OMG how good was the rave cave!

Thankfully, the weather gods held out till the end, yet it is clear we need a bigger space for 2018. We think this is a market to watch.

AUCKLAND

Shed 10, Queens Wharf

We really do like Auckland and it seems we have finally managed to crack the local market with over 1000 people joining us for a SOLD OUT event. DJ Tony Rice literally rocked the house giving all a skip in their step throughout the day.

Licensing in the city remains an annoyance yet having Glengarry on hand offering online sales did help us avoid the ridiculously expensive licensing fees. We can’t wait to grow the event further in 2018, with a bigger and broader food program.

CHRISTCHURCH

The Tannery

Although it was the smallest event of the tour, it meant a lot to us to make the effort to be there. We have special place in our heart for the city and region and it was clear the locals responded in kind. The event SOLD OUT incredibly quickly, showing a resounding proof of concept.

The legend that is Johny Schwass provided some of our favourite food of the tour. We will be back in 2018 with a bigger space for both producer and punter. We love you, Christchurch!

MELBOURNE

Royal Exhibition Buildings

Truly. There are no words to express just how blown away we were with this event. To finally be in the venue we’ve always wanted, in our home town, hosting 4,000 happy people, with the biggest food offering, VIP area, Wine Selector chats, 80 wineries representing 22 regions, DJ Greg Sara rocking the house (with an encore!)… we were a little overwhelmed (it took Dan days to stop crying and talking about it).

This was indeed the jewel in the tour crown and the one we’d been working all year to deliver.

It certainly felt like a we have arrived moment. And by ‘we’, we genuinely mean ‘WE’ (which includes YOU.

THANK YOU. This one meant a lot.

SYDNEY

Carriageworks

Whose idea was it to do back-to-back events? Jokes aside, what an effort by all to deliver another massive event. 3,000 odd people joined us for our biggest event in Sydney ever. A great, chilled crowd, all pumped about Pinot, and OMG how good were the Hot Potato Band?! Yes, we’ve already booked them in for next year already!

Special mention to Chrissy Pattison (Charteris) for singing and dancing to Valerie like no one was watching, even though we all were.

BRISBANE

Light Space

We love Brisbane. It just seems like everyone is in a chilled mood. From punter, producer … all of us.

Running it over two days (both SOLD OUT) worked well. The VIP day seemed almost too calm, and the following General Admission day was busier, yet calmer than previous years.

We love Light Space yet it seems we may need to find a new home as interest is growing and, judging by attendees’ spending habits, a market to grow indeed.

PS. Happy Birthday Peter! (LOL)

SINGAPORE

The Annexe Studio

Our first time in Singapore was an awesome one. A SOLD OUT event created a massive buzz and by event day we had over 200 people on the waitlist.

Whilst a smaller event, in comparison to the others cities, we had 550 very happy people who just lapped up all the wine on tasting. As those wineries who joined us can attest, there is certainly a thirst for good pinot in this town and they want to buy it then and there.

We’ll be back again in 2018 and anticipate more than doubling capacity.

WHO JOINED IN!

Here is a little snapshot of the masses.

12000
Joined us

were women

under 35

of which 65% 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.

45%

said it was from Word of Mouth

30%

via the socials (such as Facebook, Instagram & Twitter)

12%

via the REVEL Newsletter

3%

via winery emails

1%

via traditional media (*ahem*)

HOW THEY ENGAGED WITH US

Here are some key insights into how they engaged with us

67%

of all website traffic was via a mobile device

61%

Of mobile use was via an Apple device

420,000+

page views via 75k users

56%

of all tickets purchased was via a mobile device
(that’s up 20% over two years!)

61%

of all web traffic was from women

51%

of users were under 35

HOW THEY ENGAGED WITH YOU

There is no doubt those who joined us love all things Tassie. What’s even better is that they were dead keen to get to know you. Below are some of the highlights.

?? cases of wine sold*

……..

 $47*

Average RRP bottle price sold through the campaign

 $185

Average spend per head

85*

Average database sign ups per producer per city

420,00+

wine tastes given!

15,000+

bottles poured on the day!

SOCIAL. SOCIAL. SOCIAL.

The social media campaign (including Facebook advertising) was key to spreading the good Vin Diemen 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.

3,423,639

Facebook Impressions

2.5 millon

Total Users reached (organic & paid) with women making up 65% of engagements!

36,811

Engagements with 14,074 clicks and over 5,729 comments.

183,000+

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.

298k

estimated reach for the event. Majority via #VinDiemen

43,134

Impressions via @Vin_Diemen

4,710

Users Reached

54%

Audience are women

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 …

GHOST ROCK!

Below you will see the breakdown on the day. Well done to all producers!

VIN DIEMEN Top 5!

  1. Ghost Rock
  2. Arras
  3. Joseph Chromy
  4. Tolpuddle
  5. Dalrymple

SYDNEY Top 5

  1. Ghost Rock
  2. Arras
  3. Joseph Chromy
  4. Spring Vale
  5. Tolpuddle

MELBOURNE Top 5

  1. Ghost Rock
  2. Arras
  3. Moorilla
  4. Holm Oak
  5. Dalrymple

BUT PICTURES TELL 1000 WORDS …

We could keep telling you all about Vin Diemen,  but we reckon it’s best explained by all the smiling faces below.

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

All these and more can be found on the VIN DIEMEN Facebook Page!