Prepared by Edelman ChinaJuly, 2017Media Strategy and PR ExecutionFor Wine Australia China Award
CONTENT01 OBJECTIVEUnderstand and align the communication objective with the client brief03 OPPORTUNITY AND CHALLENGEFinding out the gap between the communication objective and the public awareness, and between the optimal communication prospect and status quo 02 MARKET RESEARCHClarify Chinese consumer needs and wine market trends via extensive researching and interviewing04 COMMUNICATION MESSAGESPinpoint the exact communication messages by weaving the consumer needs, marketing objective and communication methods04 EXECUTION PLANRealize the communication objective through clear step-by-step execution plan
OBJECTIVEGenerate media coverage and excitement around the event via media invitation and communicationShowcase diversified Australian wines and create public awareness and desireEvolve Australian wine as the top wine purchasing option for its decent quality and diversityMEDIA COMMUNICATIONMARKET AWARENESSBRANDINGEVOLVEMENT“GLORIFIED BY the SUPERIOR DIVERSITY”
WINE INDUSTRY TRENDS IN CHINA Data Source: International Wine & Spirit Research (IWSR) 474448361190126China has become the biggest Australian wine importer with the value at $ 474 million, overtaking US$ million
WINE INDUSTRY TRENDS IN CHINA Data Source: International Wine & Spirit Research (IWSR) Australian wines scored a 40% increase in volume and 23% increase in value in the year 2016 export40% 23%
WINE INDUSTRY TRENDS IN CHINA Data Source: International Wine & Spirit Research (IWSR) Shanghai remains the top port for imported wines in Mainland China, receiving 29% of bottled wines in 2016Shanghai GuangdongBeijing137 millionVOLUMEVALUE551 million121 million924 million38 million144 millionFujian42 million107 millionZhejiang41 million130 million
WINE INDUSTRY TRENDS IN CHINA Data Source: International Wine & Spirit Research (IWSR) Shanghai remains the top port for imported wines in Mainland China, receiving 29% of bottled wines in 2016Shanghai GuangdongBeijing137 millionVOLUMEVALUE551 million121 million924 million38 million144 millionFujian42 million107 millionZhejiang41 million130 million
• Australian wine is booming across various tiers of cities including Shanghai and Guangzhou with a large media base;• Beijing will also be our targeted city due to its role as the significant national media hub though wine enjoys slightly lower popularity here
We have interviewed 10+ mass consumers,10 lifestyle media editors and 10 wine professionals and wine media editorsCONSUMER LISTENING
IMPRESSIONS OF AUSTRALIAN WINEFRUITYSILKYSWEETEASY DRINKINHGBEGINNER FRIENDLYNEW WORLDCONVENIENTMONEY FOR VALUEFRESHFOR FEMALEPLAIN FLAVOR
“Australian wines, like other New World wines, are sweet, fruity and of great money for value”VOICES FROM TARGET CONSUMERSAustralian wine is very light and fresh Australian wine is of good valueAustralian wine is fruity and sw...
