Hunter Valley Rebrand


  • The Hunter Valley is Australia’s oldest and most revered wine making region, offering a range of unforgettable escapes and gourmet gastronomic experiences.
  • The Hunter Valley Wine and Tourism Association (HVWTA) challenged Agent99 PR to support its rebrand initiative and secure exposure to the target demographic of 25-35 year old savvy consumers, with a skew to digital engagement.


  • Agent99 created the ‘Hunter Valley Amazing Race, inviting media and bloggers on famils to explore the region, showcasing new aspects that were active, thrilling and cultural.


  • A unique feature of the race saw challenge points collected via participants engaging individually through various social media platforms.


  • 720,000 impressions were secured on Twitter in less than 24 hours, and #HVRace trended in the top 10 Twitter topics of the day nationally.


  • HVWTA noted a shift in the demographic and an increase in attendance of the target audience, particularly during the quieter winter months when the event was held.


  • Over 40 pieces of targeted media coverage.

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