Queensland Wine launches ‘Vine and Shine Trail’ campaign

The Queensland Wine Industry Association (QWIA) has partnered with Wine Australia and Tourism and Events Queensland for a new tourism campaign, the ‘Vine and Shine Trail’.

The first official tourism experience from QWIA was developed with Red Havas, H Commerce and Havas Blvd to encourage both local and international visitors to visit the state’s six key wine regions.

The ‘Vine and Shine Trail’ connects more than 70 wineries and cellar doors across the Queensland, with Red Havas, H Commerce and Havas Blvd delivering the campaign which includes PR, social activation, an interactive website and an immersive map experience.

The campaign was funded by the Australian Government’s Export and Regional Wine Support Package, with additional support from the Queensland Government.

QWIA president and 2017 Australian winemaker of the year, Mike Hayes, said the Vine and Shine Trail has been many years in the making.

“We’re proud that, after a 160-year-long journey, Queensland wine has truly come of age and is finally being taken seriously on both a national and international level,” says Mr Hayes.

“This campaign is an excellent way to encourage visitors to our state, and to explore more of what we have to offer. We look forward to welcoming them to our regions; our wines have been a best kept secret for too long.”

Red Havas Brisbane executive director Yasmine Gray said the focus was to encourage people to meet the people behind the state’s many wineries and wine regions.

“We could not be prouder to have been chosen as the agency to bring this campaign to life,” she said.

“Our winemakers have been through so much during these last 12 months, from fires and droughts to global pandemics, so bringing them all together in a joint project, for the very first time, was extremely gratifying,” she said.

 “Our focus was not just on encouraging visitors to travel inland off the Queensland coast, but to meet the people that are behind the many wineries across the state. It’s the many colourful characters, passionate about the industry, that truly bring this campaign to life.”

The campaign rollout follows China’s new import tariffs on Australian wines, which has prompted  local winemakers turn their attention to the UK and USA markets in response.

$1.26 billion of Australia’s $2.998 billion wine export industry was attributed to China in 2020.


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