The situation
The Adelaide Hills is one of Australia's leading cool-climate wine regions: 70 km of ridges and valleys, 90+ winemakers, 50+ cellar doors. The region is widely respected but lacks a story about itself, a shared focus or a consistent brand to unite behind.
The real problem
The brief was to develop a brand positioning, but the real problem was internal: members, while united in the need for a coherent story, couldn't agree on who the region was, who it competed against, or what it should say to consumers, visitors, government, industry bodies and sponsors. Everyone was focused on their own business rather than growing the region as a whole and making the pie bigger for everyone. No amount of positioning work survives that. Agreement had to come first.
What we did
Ran the largest qualitative and quantitative research program ever undertaken for an Australian wine region, covering consumers, stakeholders, industry and government, at local, national and international levels
Clarified who the region was, what it stood for, where it was heading and why anyone should believe it
Defined how the region should talk about itself in a way that united members rather than dividing them
Built the brand positioning, architecture and communications strategy, positioning the Adelaide Hills as the first choice for Australian cool-climate wine
The result
A research-led positioning and a clear regional narrative, agreed by members.
A shared platform for visitation, partnerships, government engagement and events, and a road map the region can act on: defined audiences, messages, beliefs and personality that positioned the region for growth.
Campaign assets
Documents
Brand Pyramid
Why it matters to you
If the people inside a business cannot agree on what it is, that's where we'd start too. No marketing or communications strategy will settle it. That agreement is the first thing the Growth Program goes looking for, because everything you spend afterwards depends on it.
Facing something similar?
If the people inside your business can't agree on what it is, that's where we'd start too.
Tell us what you're trying to grow, and let's book a call or grab a coffee.