Strategic Communication Project
McLaren Vale Grape Wine & Tourism Association
McLaren Vale Grape Wine & Tourism Association (MVGWTA) is a non-government, not-for-profit organisation funded by members, sponsors, industry partners, and fundraising activities, with a Board of Directors facilitating operations.
Located less than an hour from Adelaide, McLaren Vale has been a hub of entrepreneurial endeavours since the 1830s. Its Mediterranean climate draws domestic and international visitors who support local lifestyles through events such as the Santos Tour Down Under, music, art, and wine festivals, working collaboratively to boost the region’s prosperity.
“...positioned alongside pristine beaches, mountain ranges, and national parklands is a bonus”
Overview
Following impacts from COVID-19 travel-related restrictions and the current cost-of-living pressures, MVGWTA needs to leverage opportunities that will attract domestic travellers to region.
The organisation’s primary objective is to attract Sydneysiders for overnight and extended staycations.
Short-term benefits will support tourism and hospitality members, while the wine and grape-growing sector will gain long-term value as visitors discover and choose the region’s local wines and products.
First, a communication audit was conducted to review current strategies and tactics for engaging stakeholders and target audiences. This led to conducting a SWOT and PESTLE analysis, which provided insight into internal and external activities that impact visitation, regional spend, and stakeholder engagement.
Additionally, the organisational review applied Dietrich's PESO framework to assess paid, earned, shared, and owned resources. This analysis highlighted gaps and opportunities to enhance audience reach and engagement.
Building on these insights, I developed a Communication Plan as a visual and practical tool to support integrating strategic communication concepts.
The plan presents key audit findings in an accessible format and guidance for developing tourism campaigns, effectively targeting audiences, and positioning McLaren Vale as a significant wine and tourism destination.
“Our mission champions the region’s grape, wine and tourism industries through advocacy, promotion, development, and sustainability, ensuring McLaren Vale’s continued success and global reputation” — MVGWTA
Strategic Communication Goal
Identify key target audiences, their travel interests, and key influences.
Define current market insights and emerging trends.
Assess existing communication resources and identify areas for development (both tangible and intangible).
Establish communication tools and key message strategies to enhance engagement.
Provide a cost analysis and evaluation framework for effective and efficient communication tools.
Strategy
Communication Audit
I conducted a communication audit to evaluate how MVGWTA engages with its audiences and stakeholders, with my research revealing a complex organisation offering a breadth of member services.
The audit revealed communication gaps, indicating missed opportunities for effective communication.
As a result, the findings led to recommendations that focus on improving cost-effective internal communication activities, audience engagement, and visibility to target and attract visitors to explore McLaren Vale.
Communication Plan
The communication plan leverages audit data, defining target audience profiles, market insights, and message strategies for future campaigns with Sydneysiders as the preferred target audience.
Challenged with a limited and undisclosed budget, I categorised target audiences and interests with a strategy to position McLaren Vale as a premier destination.
I then provided practical, cost-effective recommendations and developed prototypes to illustrate ways to strengthen digital presence, enhance communication activities, and align visitation strategies with MVGWTA broader business goals and tactic to maximise value for members.
Next Steps
The audit confirms that MVGWTA's future requires stronger collaboration with stakeholders to support shared growth across wine, food and tourism services. While Sydneysiders were chosen as the primary target audience, next steps should also engage intrastate travellers and international markets to establish long-term brand positioning and broaden communication opportunities.
To achieve this, the plan moves beyond traditional trade content by placing tourism storytelling at the forefront. ‘
Likewise, visual, narrative-driven content with integrated digital features will allow audiences to seamlessly book package stays, vineyard tours, wine experiences, and coastal escape itineraries via call-to-action icons, providing opportunity to combine business with leisure staycations.
Low-cost digital modifications and tangible publications will provide immediate benefits, enhancing social storytelling, showcase McLaren Vale's premium brands, and offer avenues to develop strategic content in support of MVGWTA mission.
