The Hunter Valley relaunches as contemporary destination via Strategy Design & Advertising

The Hunter Valley, Australia’s oldest and one of its most revered wine regions, has unveiled an extensive rebranding campaign which will see the region transformed into a refreshed and contemporary premier wine destination by merging traditional and modern marketing methods.

Merging the old with the new, the four month campaign, via Strategy Design & Advertising, Sydney will feature tag lines such as ‘Breathe a little deeper, laugh a little louder, love a little more.’ ‘Hunter Valley Semillon has been described as the best white wine to come out of Australia. That doesn’t necessarily mean you will like it.’

Using taglines, facts and statistics to engage consumers, the campaign aims to embrace the regions’ history and unique wine styles, while challenging the consumers’ perception of the destination.

Hunter Valley Wine Country Tourism (HVWCT) Executive Manager, Dean Gorddard said over the past nine months, HVWCT and Hunter Valley Wine Industry Association (HVWIA) have worked in unison to deliver a refreshed and contemporary wine destination brand.

“This marks a significant historic milestone for the region. Our new brand will enable the Hunter Valley to compete as a premier destination to visit, and increase consumer preference to purchase Hunter Valley wine. This is a long term commitment that requires sustained investment over many years,” says Gorddard.

Using social media to engage with a younger demographic, the Hunter Valley will run promotions, competitions and general discussion through online channels such as Facebook, Twitter, YouTube and bloggers to encapsulate the sophistication, ‘real’ people and rich history of the region.

“We understand the immediate buzz and excitement that social media outlets can create.  We feel this works in unison with our efforts to connect with a younger demographic who are looking for a fresh and unique wine and food experience that the Hunter Valley offers.

“Consumers value brands that give them a sense of connection. The Hunter Valley is is a sophisticated, exciting and authentic place with ‘real’ people characterised by a special tenacity, passion and wisdom that comes from a rich history. This rebrand aims to demonstrate that the Hunter Valley is in touch with contemporary lifestyle.

“By pairing new media with traditional techniques like print and outdoor, it will allow us to show the Hunter Valley in a new light and capture audiences that previously may have been unreachable.  Many people believe the Hunter Valley is unchanging, but what they don’t realise is that there is a new world waiting to be discovered,” says Gorddard.

The region will also offer exclusive experiences and promotions through the introduction of a Hunter Valley passport. The ‘passport’ will be available in digital and printed format and can be requested via SMS or at www.winecountry.com.au/relax from Monday 27th of June.

The campaign is supported by the NSW Government through Tourism NSW and its Regional Tourism Partnership Funding Program.