A New Look at the Swan Valley Wine Region
With funding from the Australian Government’s Export and Regional Wine Support Package (the $50m Package), the Swan Valley Winemakers have launched a new website and a suite of new videos to promote the Swan Valley Wine Region (SVWR) with re-branding that reflects the excitement for the future of the region while holding close the values of the past.
This follows a research project to better understand the SVWR’s brand identity which was supported by the $50m Package, an Edith Cowan University’s Office of Research and Innovation Industry Engagement Scheme Grant and the Swan Valley Winemakers Association.
As the oldest wine region in Western Australia, the SVWR region brings considerable benefits to local residents, surrounding businesses and the state.
To remain competitive, the SVWR wanted to maintain and further develop its strong destination brand identity, to ensure long-term sustainability.
Research conducted over four studies throughout 2019, involved multi-methods analysis by surveying local, interstate and international visitors. It investigated the level of brand identity and brand awareness of the SVWR and identified differences between visitor groups to gain insights about attitudes and perceptions, visitation behaviour and recommendation intention.
Studies found that sentiment towards the SVWR was very positive and the image and quality of cellar door and tourism experiences was perceived to be high, particularly with regards to providing easy access to a range of wineries, having a relaxing atmosphere and offering good local food and clean and safe facilities. These attributes were found to provide opportunities for further promotion of the region.
Research identified attributes that can be further developed including: the quality of infrastructure and shopping facilities, offering value for money products/experiences and promoting cultural and historical attractions, recreation activities and events. Concentration on further development of these attributes is likely to elevate the brand destination identity of the region to attract local and national visitors.
The Swan Valley provides many alternatives for visitors with its unique heritage, mix of boutique and modern cellar doors and restaurants along with easy access to its many attractions. Traditional wineries are now joined by breweries, distilleries, chocolate and cheese makers, art and craft attractions to name a few. The new videos and website will excite domestics and international visitors to discover or rediscover the urban rural destination of the Swan Valley Wine Region.
A social media strategy and plan utilising the new branding, videos and marketing material, has been developed to be delivered in May and June 2021 to consumers, influencers and trade in Singapore and within Australia.