WINE ISLAND 2024

Black Betty Productions Pty Ltd | 6 June – 1 December 2024

BACKGROUND

Wine Island is a premier food and wine festival which was held in a new location at Gap Bluff at Watsons Bay, from 29 November to 1 December 2024.

Milestone was appointed as the marketing and creative partner, delivering comprehensive event marketing services across all touchpoints including ATL marketing, partner marketing, paid media, paid digital campaigns, media buy, street & OOH, organic social media, onsite content capture, and creative and graphic design.

THE BRIEF

Wine Island was seeking an agency to provide fully integrated event marketing. The objectives were to elevate brand awareness for the brand and the 2024 event, to grow social media following and engagement on Facebook and Instagram, expand subscriber databases and drive ticket sales.

SERVICES

Milestone was entrusted with the strategy and implementation of all marketing activity, including

Strategy
Digital Advertising
Social Media
Content & Copywriting
Event Branding
Website Design
Media Planning
Event Marketing
Creative
Video Production

The Results.

The campaign delivered outstanding results, generating an impressive total reach of 6.9M eyeballs. This included 2.1M eyeballs from organic social media and email marketing, 1.8M eyeballs from owned paid digital efforts, and 3.5M eyeballs from media buying and additional marketing initiatives.

The campaign achieved over 25K clicks, with an average ROAS (return on ad spend) of 0.84x on Meta and an impressive 1.46x on GSN.

The campaign achieved outstanding results, despite some challenges.

The biggest challenge being cost-of-living pressures, short lead time, limited budget, and adverse weather conditions over the event weekend. Despite these hurdles, the marketing efforts delivered impressive outcomes, showcasing creativity and resilience.

The digital campaign generated a total of 1.8M eyeballs, 20K clicks, 165K engagements, with an average ROAS of 0.84x on Meta and an impressive 1.46x on GSN.
Organic social media generated a total of 2M eyeballs, 624 new followers across both Facebook and Instagram, 5K interactions, 5.8K clicks, 12K profile views and 185K video views.
The media buy included distribution of 60K postcards and pole posters to residents across Sydney’s Eastern and Inner West suburbs, effectively reaching a broad, yet local audience.
Wine Island was listed on 13 event listing sites with a total reach of 2.9M.
The email marketing campaign resulted in an impressive average open rate of 43%, outperforming the events’ industry benchmark of 37.3%. Additionally, the average click-through rate was 8%, significantly surpassing the industry average of 2.31%.