MUDGEE WINE REGION SOUGHT INCREASED VISITATION FROM YOUNGER AUDIENCE SEGMENTS. SPECIFICALLY, WE NEEDED TO FIND A WAY TO GET MORE GEN Z AND MILLENNIALS TO VISIT MUDGEE – WHICH TRADITIONALLY ATTRACTS A MORE ‘MATURE’ TRAVELLER. SO, WE DID JUST THAT, DELIVERING A DIGITALLY DRIVEN #SOCIALSEEKER CAMPAIGN THAT LED TO A SIGNIFICANT INCREASE IN VISITATION.
The Business Challenge
Mudgee Wine Region traditionally caters to a more mature demographic. They sought to educate the market on the huge appeal of the region and attract an increased proportion of younger travellers in 2017 and 2018.
Millennials are passionate about wine and food. Where we can connect social media and gourmet experiences; we have the opportunity to convert a passionate audience that want to socially express themselves.
We challenged outdated perceptions about Mudgee and identified a new addressable audience – ‘Social Seekers’ – a younger, more digitally connected squad naturally interested in what Mudgee has to offer [food, wine and Instagram-worthy backdrops]. Klick led with an immersive Gen Z journalist and blogger famil program; resulting in cool portrayals of a paddock to plate and wine inspired country town. This perception changing approach was further strengthened by our ‘Mudgee Smuggler’ activation; which took a busload of influential newbies to the region to experience the unexpected.