In-market promotion activities (at trade shows, consumer events, retail promotions and similar events) have been effective in enabling Australian wine businesses to connect with distributors and influencers in market, enabling the development of relationships and the ability to strike export agreements that have contributed to an increase in export sales. 

Marketing activities delivered through social media and influencer campaigns also created value for export sales and international wine tourism through broader media exposure, measured through earned value of media (EVM) metrics. 

Activities included:

• participation at 2018 Vinexpo Hong Kong, the biggest wine expo in the Asia Pacific, with Australia ‘Country of Honour’ status  
• our $8 million Far From Ordinary campaign in the USA in 2019 with a trade roadshow across six cities, an immersive consumer event, and immersive education events for trade, media and consumers, and a social campaign that reached over 13.7 million consumers and trade 
• the staging of multiple China Roadshows and China Awards, and participation in campaigns such as the Hong Kong Wine & Dine Festival, ProWine China, the China Food and Drinks Fair and Hotel Showcase in Chengdu, and the CIIE standalone masterclasses, tastings and education events in addition to those staged at events 
• online promotions with wine.com and Vivino plus wholesale and retail activations with many US national chains  retail promotions in Hong Kong and Greater China 
• investment in the  Tourism Australia Dundee campaign at the US Super Bowl, with video content viewed by a television audience of more than 103 million television viewers and a social media audience of over 102 million 
• media partnership with Conde Nast, Bon Appetite and influencer, Brad Leone 
• The Australian Wine Unmatched influencer campaigns delivery of 6 International Wine Tourism State grants and 20 International Wine Tourism competitive grants to regions with projects including market research and strategy development, visiting friends and relatives (VFR) initiatives, virtual reality creation, website development and translation, the establishment of wine trails and planning tools, and the development of marketing collateral and assets; and 
• delivery of Wine Export Grants to 135 Australian wine producers to fund their own promotional activities in 2018-19, and a second round that’s currently available with expanded criteria to diversify into new markets.