communikate et al began working with Jacob’s Creek Visitor Centre, the home of the international wine brand, in 2010 to assist with its public relations in South Australia. We were initially engaged to help leverage the iconic Barossa Valley site’s success at the South Australian Tourism Awards, as well as to help leverage their summer movie nights through the media and corporate target groups.
The focus of the communications campaign shifted as the reintroduction of the Visitor Centre to locals and the broader South Australian market gained momentum, coupled with a number of national and international award wins. The focus shifted onto the national and international stages, where the Visitor Centre has attracted more than one million visitors since it opened in 2002.
A multi-pronged, ongoing communications campaign has been implemented, including national and international publicity around some of its key offerings such as Jacob’s Restaurant and Outdoor Kitchen, a media relations program, corporate relationship development and marketing, as well as stakeholder relations.
We continued to work with the Visitor Centre’s team in the Barossa and at the brand’s Adelaide and Sydney offices to keep this award-winning tourism destination top of mind for a wide array of tourists and corporates alike.