The joint initiative between the South West Development Commission and the Margaret River Busselton Tourism Association saw representatives of wineries and tourism operations travel to Singapore this month to launch the campaign.
The First Class in a Glass campaign encourages Singaporeans to share a ‘selfie’ or video clip on social media of themselves enjoying Margaret River wine using the hashtag #margaretriverfirstclass for the chance to win prizes.
Along with the online campaign, collateral such as wine bottle neck tags and point of sale material can be made available to tie producers and operators into the regional message.
Speaking after his return to the South West following the whirlwind visit to the Asian country, SWDC’s Mat Lewis said the initial response had been “massive”.
“It’s clear that these markets are very interested in what we have to offer, both with our wines and our overall tourism message as a destination of choice,” Mr Lewis said.
“We have begun facilitating conversations between producers and retailers in Singapore, and already it’s plain to see that the opportunities are there for the taking.”
Happs Wines General Manager Keith Warrick was along for the ride at the launch events and a number of satellite parties and dinners hosted by Singapore venues and wine retailers.
“I feel quite blessed to have attended the launch and have heard exactly what it is about the Margaret River Region that creates such a buzz in Asian markets,” Mr Warrick said.
“While I was there, the campaign induced me to have meetings with retailers and buyers I may not have had the chance to meet, and establish some important connections which have already led to orders.
“The challenge now is to maintain momentum from these introductions, and assess how we can as a region harness the popularity of our destination.”
Mr Lewis said the program would also seek to replicate the campaign message with visiting tourists in the region and reminded venues, accommodation providers and producers to make use of the cross promotional opportunities at their disposal.
“It is a launchpad into markets that many businesses in the South West may not have the chance to connect with, and as with any sort of promotional campaign the results come from grabbing those opportunities and thinking creatively about incorporating your product into the overall message.”
Mr Lewis said top performing Singaporean hotels and outlets would be invited to visit the region themselves in early 2017.
For more visit www.margaretriver.com/firstclass
Nicky Lefebvre
I am a journalist, photographer and content creator based in the beautiful Margaret River wine region, covering all aspects of our community including local news, sport, entertainment and events, as well as providing a platform for our readers to share their voices direct from regional Australia.
I am a journalist, photographer and content creator based in the beautiful Margaret River wine region, covering all aspects of our community including local news, sport, entertainment and events, as well as providing a platform for our readers to share their voices direct from regional Australia.
