Finlaysons

How we delivered 30 media stories every year for Finlaysons Wine Roadshow

Sector: Business and Professional Services, Food & Wine
  • Public Relations
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The Challenge

National law firm Finlaysons is the pre-eminent legal advisor to the Australian wine industry.

Since 1992, it has presented the ‘must attend’ seminar, the Finlaysons Wine Roadshow, to numerous wine regions around Australia each year.

communikate et al drove the media strategy and implementation for seven of the Wine Roadshows from 2010.

Our key objectives were to:

  • Support the firm’s drive for registrations in each region
  • Build the profile of the event
  • Position Finlaysons as the law firm of choice for the wine industry through high quality commentary in media coverage
  • Leverage the firm’s knowledge and experience in navigating the challenges facing the wine sector

Our Approach

With a new topic to focus on each year, we undertook the following to meet Finlaysons’ objectives:

  • Identify the most newsworthy story angles
  • Develop media materials and a list of target media
  • Secure media interviews for Finlaysons Partner, Will Taylor

The Outcome

communikate et al consistently achieved an annual average of 30 media stories in regional and key national media in the markets visited by the Roadshow.

Widespread coverage spanned:

  • Print, including major regional and metropolitan newspapers
  • Radio, including ABC Regional Radio
  • TV, including major regional stations
  • Online news sites including The Australian

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