Far From Ordinary is the largest Australian wine promotion ever held in the USA.
Events & activities
The Far from Ordinary campaign brings the experience of Australia to life through sight, sound, smell and taste. From the rogue to the refined, audiences will discover Australian wine through a program of events and retail promotions from the East to West coast.
The multi-channel integrated campaign will connect more than 100 Australian wine producers with thousands of key USA trade and media for a celebration of Australia wine.
Supported by the Australian Government’s $50 million Export and Regional Wine Support Package (the $50m Package), the Far From Ordinary campaign: Aussie Wine Month will feature a six-city trade roadshow, educational seminars, the Australian Women in Wine Awards, media events, importer/distributor networking opportunities, in-store and online retail promotions and a multi-sensory immersive consumer activation.
The campaign will be big, bold and, as its name suggests, far from ordinary. It will drive awareness of Australian fine wine across social and digital media channels, and through strategic media partnerships with key USA titles.
All activities will be underpinned by the Australian Wine Made Our Way brand platform, which celebrates the authenticity and diversity of Australian wine and the strong bonds of camaraderie in our wine community.
In the lead-up to September, we are driving awareness of the category through a series called ‘Unmatched’. The social campaign pairs Australian wine with unexpected culture and features Australian winemakers sharing their craft with American personalities. The consumer-facing activity is targeting the American millennial audience with modern, surprising storytelling that reflects the quality of the Australian wine category.
Media investment and amplification across digital and social platforms will commence leading up to Far From Ordinary to increase awareness and excitement for the program of activities.