Raising the profile of Australian food and wine exports
MEDIA MANAGEMENT | stakeholder management | Communications strategy | Social media managementINDUSTRY: AGRICULTURE EXPORTS
The client:
The Australian Food and Wine Collaboration Group is a joint initiative funded by an ATMAC Grant. It brings together Dairy Australia, Hort Innovation, Meat & Livestock Australia, Wine Australia and Seafood Industry Australia to promote Australian produce in high-value and high-potential Asian markets, including South Korea, Vietnam, Indonesia, Taiwan, Japan, Thailand and Malaysia.
The challenge:
The group needed to raise awareness of its international market development work among levy payers and government stakeholders. While each organisation was actively involved in the initiative, none had the dedicated communications capacity to support the program at a group level. Without a coordinated approach, it was difficult to communicate the collective impact of their efforts.
Our delivery:
We developed a communications strategy to support the full program and equip all five organisations to share consistent messaging about their work. This included:
Communications assets tailored to each market activation
Briefing materials for representatives
Media releases and social media content for each organisation
Media liaison and coordination for interviews and appearances
Post-activation reporting of communications activities
A new LinkedIn presence for the Collaboration Group
A program-wide outcomes and impact report for the Group’s leadership team
Our impact:
With a clear communications strategy and a coordinated rollout of materials, the Collaboration Group was able to consistently share its impact across all seven markets. Each organisation had fit-for-purpose communications tools to engage levy payers, inform government stakeholders and highlight the value of the program. The new LinkedIn account created a central home for updates, while the impact report provided a strong foundation for future funding conversations.