Wine Island
Wine Island
Sydney’s premier food and wine festival, Wine Island, is an exclusive celebration of gourmet food and premium wines, activations, masterclasses, and activities. Milestone Creative was proud to partner with Wine Island for marketing and creative, elevating brand awareness, expanding the subscriber and social media following, boosting engagement and driving ticket sales.
Services:
Strategy, Digital Advertising, Social Media, Content & Copywriting, Event Branding, Website Design, Media Planning, Event Marketing, Creative, Video Production
2024
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Approach
Milestone tackled cost-of-living pressures, tight timelines, a limited budget, and even bad weather to deliver a powerful, results-driven event marketing campaign. With strategic execution across all touchpoints, tackling challenges with creativity and resilience to drive sales.
Event Marketing
Milestone executed a full-scale event marketing campaign across every key touchpoint—ATL, partner marketing, paid media, digital, OOH, and more. Our 12 eDMs exceeded industry benchmarks, delivering a 43% open rate (vs. 37.3%) and an 8% click-through rate (vs. 2.31%).
6.9m
Total Eyeballs
1,137
Tickets Sold
7 Months
Campaign Length
Media
Our media strategy delivered 13 Event Listings reached 2.9M, while media buys through The Beast put 60K copies into the hands of Sydney’s eastern beaches and bays, locking in a powerful local presence. We identified the opportunity to activate OOH through pole posters, cafe posters and physical distribution ahead of the event.
60k
Total Eyeballs
Digital
We leveraged Meta and GSN to drive impact, overcoming tight timelines, a lean budget, and early organisational challenges. This delivered 19.6K clicks, a 32.63% CTR, and a strong 1.46x return on GSN—proof that smart digital strategy delivers.
10K – 15K
Investment
1.8m
Paid Digital Impressions
1.15x
ROAS
Social & Content
We led social media management, content, and copywriting for Wine Island, crafting a strategy to boost brand awareness and engagement. By leaning into short-form video trends, we expanded reach, grew the audience, and delivered dynamic live coverage across the event weekend.
2m
Impressions
23.05%
Engagement Rate (Avg)
624
New Followers
Design
Design was at the heart of the 2024 Wine Island campaign. With a fresh location and concept, we executed a full event rebrand, revamped the website, and delivered high-impact digital ads, toolkits, and on-site signage to bring the vision to life.
