Hunter Valley Rebrand

Mission

  • The Hunter Valley is Australiaโ€™s oldest and most revered wine making region, offering a range of unforgettable escapes and gourmet gastronomic experiences.

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  • 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.

Solution

  • Agent99 created the โ€˜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.

Results

  • 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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