GGMD

WELL DONE!

VIN DIEMEN 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!

SYDNEY

Cell Block Theatre, Darlinghurst

Sydney was a sell-out event, with over 500 happy people packing out Cell Block Theatre. The weather was perfect (#Sydney), the food was excellent, and everyone seemed to have a really fantastic time. The VIP masterclass sessions were a highlight, especially Tassie cheese and wine pairing, and that bottle of Tassie wine from the ’70s that made an appearance.

MELBOURNE

Meat Market, Nth Melbourne

While a bit smaller than the Sydney event, Melbourne still turned it on with 400 Tassie-philes turning up to Meat Market to taste Tasmania. Like Sydney, the food was incredible, with Burn City Smokers putting on a Tasmanian-inspired feast, and the VIP sessions were again a highlight.

WHO JOINED IN!

Here is a little snapshot of the masses.

900 +
Joined us

were women

under 35

of which 68% 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.

31%

said it was from Word of Mouth

18%

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

12%

via the BSC Newsletter

3%

via winery emails

2%

via traditional media

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 (Nov 1st to Feb 28th)

47%

of all tickets purchased was via a mobile device (up 10% from 2016)

58%

of all web traffic was from women

42%

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.

$2,671*

Average Sales per producer

 $35*

Average RRP bottle price sold through the campaign

 $95

Average spend per head

65*

Average database sign ups per producer per city

43,200

wine tastes given!

2,160

bottles 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

6266517

TOTAL PR MEDIA REACH

1,404,181

Total Print Circulation

600,000

Broadcast Circulation

4,157,557

Online Circulation

104,779

Social Circulation

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.

285,963

Facebook Impressions

196,541

Total Users reached (organic & paid) with women making up 71% of engagements!

2,420

Engagements with 1,430 clicks and over 230 comments.

39,600

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!