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WMTC20: Opening Keynote: Lynda Schenk, Executive Director of the Wine Communicators of Australia

Zephyr Conferences
March 04, 2020
34

WMTC20: Opening Keynote: Lynda Schenk, Executive Director of the Wine Communicators of Australia

Lynda is a dynamic professional who as the Executive Director of Wine Communicators of Australia is at the center of the Australian marketing world. She also runs her own marketing agency, Purple Giraffe. Australia is probably leading the world in terms of investment in wine tourism and Lynda will provide an overview of what is happening Down Under, including lessons for the audience.

Zephyr Conferences

March 04, 2020
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  1. Australian Wine Tourism
    Lynda Schenk

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  2. About WCA
    • Australian membership-based organization
    • 600+ communications focused members
    • People who work in communications within wine
    • Aim to help make the industry stronger, under two primary banners:
    • Awarding Excellence
    • Advancing Excellence

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  3. About Australia

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  4. About Australia

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  5. About Australia

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  6. About Australia

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  7. About Australia

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  8. About Australia

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  9. Australia is the
    world’s sixth
    largest country
    – larger than
    Europe
    Size of Australia
    Source: Wine Australia

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  10. Size of Australia
    Land Mass
    USA 3.797M mi2
    AUS 2.97M mi2
    Population 2018
    USA 326.7 M
    AUS 24.77 M
    Australia
    vs
    USA

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  11. Australian Wine Tourism

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  12. Source: Wine Australia
    People
    $$$ Jobs
    Wine Tourism
    IT IS BIG BUSINESS!

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  13. Source: Wine Australia
    Wine Tourism
    All
    visitors
    Visited
    a winery
    % of all visitors
    that went to a
    winery
    China 1.33 m 154,000 12%
    United Kingdom 0.67 m 138,000 21%
    United States 0.77 m 78,000 10%
    South Korea 0.25 m 69,000 27%
    Malaysia 0.34 m 64,000 19%
    Singapore 0.42 m 74,000 18%
    New Zealand 1.28 m 58,000 5%
    Hong Kong 0.28 m 40,000 14%
    Japan 0.46 m 41,000 9%
    Taiwan 0.18 m 34,000 19%
    TOP 10
    INTERNATIONAL
    MARKETS
    VISITING A
    WINERY

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  14. Source: Wine Australia
    Food and Wine Travel Trends
    2
    2
    2
    3

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  15. Australian Tourism Structure
    Federal
    •Get people to
    come to Australia
    to holiday and
    spend money
    State
    •Get people to
    come to the state
    and spend money
    Region
    •Get people to
    come to the
    region an holiday
    •Develop hero
    products, support
    industry
    development and
    market to region
    Destination
    • Get the right
    people to come
    to the destination
    to holiday
    •Develop new
    products in line
    with destination
    Operational
    •Put their business
    on the map
    •Be exceptional
    •Generate new
    stories and ideas
    •Tell people about
    their business

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  16. Australian Wine Industry Structure

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  17. Australian
    Government Funding

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  18. Export and Regional Wine Support Package
    Overview
    • Australian Government funded, $50M
    • One-off allocation over four years (2017–20)
    • Designed to grow Australia’s wine exports, and
    • Showcase the nation’s wine tourism offering
    • Programs
    Ø wine export and wine tourism capability development ($2.5m)
    Ø grants for wine export and wine tourism activities ($8.7m), and
    Ø international marketing campaigns in the USA and China ($32.5m)
    Source: Wine Australia

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  19. Australian
    Government Funding
    Growing Capabilities

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  20. Growing Capabilities
    Wine Tourism Capability
    Development
    • Strategies for enhancing wine tourism
    experiences
    • Maximising the impact of tourism on wine
    businesses
    • 20+ regional workshops
    • Live, interactive webinars
    • An online toolkit and resources
    • Access to detailed market analysis
    www.wineaustralia.com/growingwinetourism
    Source: Wine Australia

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  21. Source: Wine Australia
    Overview
    • Wine Australia and Australian
    Tourism Data Warehouse (ATDW)
    partnership
    • 2020–21 project
    • Building a wine tourism category into
    Australia’s national platform for digital
    tourism information on Australia
    • Content will be accessible by tourism
    business owners (operators),
    wholesalers, retailers and distributors
    for use in their websites and booking
    systems
    https://atdw.com.au/
    Growing Capabilities
    National Online Wine Tourism Platform

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  22. Australian
    Government Funding
    International Wine Tourism

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  23. Overview
    • 21 Competitive grant
    projects
    • 6 State grant
    projects underway
    • Projects value:
    $15.18 M
    Source: Wine Australia
    International Wine Tourism Grants

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  24. Source: Wine Australia
    Podcast Series
    International Wine Tourism Grants
    PODCAST

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  25. Source: Wine Australia
    • Largest gathering of
    wine writers in the
    world
    • First time held outside
    North America
    • 12th Year
    • 10–12 October 2019
    • Hunter Valley, NSW,
    Australia
    International Wine Tourism Grants

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  26. International Wine Tourism Grants
    Source: Crushedgrapechronicles.com

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  27. WINE VICTORIA
    5 PILLARS CAMPAIGN
    International Wine Tourism Grants

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  28. Bringing them to life
    39

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  29. 40
    Video Series

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  30. 43
    Online Hubs

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  31. Australian
    Government Funding
    International Marketing Campaigns

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  32. International Marketing Campaigns
    Source: Wine Australia

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  33. International Marketing Campaigns
    Source: Wine Australia

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  34. Resources
    https://wineaustralia.imagegallery.me/
    https://images.australia.com/

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  35. Questions?
    Lynda Schenk
    E: [email protected]

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