In particular, the campaign will target China, the US and the UK - the three markets with the largest wine tourism growth potential - and will be rolled out over the next three years.
Wine Australia chief executive officer Andreas Clark said: “This sophisticated and targeted digital marketing campaign is an important development for all wine regions in South Australia.”
Funding boost
The $2m in funding is supported by the Australian Government’s $50m Export and Regional Wine Support Package and the South Australian Government.
The South Australian Wine Industry Association (SAWIA) has secured $1m in funding through the International Wine Tourism State Grants program, and $1m in matching state funds through the Department of Primary Industries and Regions, South Australia (PIRSA) to partner with the South Australian Tourism Commission (SATC) on the targeted international marketing campaign.
Promoting itself as ‘Australia’s wine capital’, South Australia is a well-known wine region with areas such as Barossa, McLaren Vale and Coonawarra.
The country’s wine exports continue to grow (up 15% in value in 2017 and 8% in volume) with South Australia accounting for 60% of the value of total wine exports.
SAWIA Chief Executive, Brian Smedley said the grant is an ‘incredible opportunity’ for the South Australian wine industry to grow its international tourism capability in markets that are of high importance.
“With South Australia’s strong reputation for quality wine and easily accessible wine regions from Adelaide, we know that wine is a key activity for international tourists.
“This grant invests in the future, supporting a project to increase the numbers visiting South Australian wine regions and their spend while in region, including experiencing exceptional wine-related activity.”