South Australian Tourism Commission
'I'll have the Barossa thanks'
Feel like being part of an exclusive club? Don’t we all.
This sentiment was at the heart of an idea we developed for South Australian Tourism Commission and came to life in a unique collaboration between Esther Restaurant at Auckland’s QT Hotel and St Hugo Wines.
The campaign centred around a secret phrase ‘I’ll have the Barossa thanks’ which gave diners in the know the ability to unlock a secret three course menu and a bottle of the superb St Hugo Shiraz from the Barossa.
‘I’ll have the Barossa thanks’ generated a buzz amongst Aucklanders looking for a dining experience with a difference and offered food lovers across the city a taste of the famed Barossa region in South Australia without leaving New Zealand.
To launch the campaign St Hugo’s chief winemaker, Peter Munro hosted a select group of 28 media, influencers and trade giving them the inside word on a new generation of winemakers and artisan producers in Barossa, highlighting the region as a fresh and exciting travel destination
Multiple sold-out nights at Esther during the 10-day campaign
Nearly 100 diners using the phrase “I’ll have the Barossa thanks”
31 pieces of earned coverage (online and influencer)
Paid partnerships resulted in 15 pieces of content
Total campaign reach 6.98M
