Wine Australia, the national body supporting and promoting the Australian wine sector internationally, has appointed R/GA Sydney as Agency of Record.
The win will see R/GA Sydney design and deliver an integrated program driving growth in product sales and wine tourism from global markets. R/GA’s appointment will be funded by the Australian Government’s $50 million Export and Regional Wine Support Package: a three-year investment in growing the wine sector and showcasing Australia’s wine tourism experiences.
Of the appointment, Andreas Clark, CEO, Wine Australia, said, “We’re thrilled to be working with R/GA Sydney as a creative partner. They have the capability to bring brand, storytelling, data and technology together to create a powerful positioning for Australian wine and wine-related tourism. It is an exciting time for Australian wine and we look forward to working together to share the passion and creativity of Australian winemaking with the rest of the world.”
R/GA Sydney lead the successful pitch while working collaboratively with US and Shanghai offices, and will continue to leverage the network to deliver aspects of the program. Much of the work will revolve around a perception-shifting platform that positions our wines for the Chinese and American markets.
“This is the kind of opportunity that most excites us, because it calls for a whole idea – equal parts systematic thinking and storytelling working in tandem,” said R/GA Sydney VP managing director, Rebecca Bezzina. “Wine Australia has a clear vision for lifting the perception and desirability of Australian wine and we are immensely proud to be the ones helping them get there.”
Wine Australia joins a roster of clients which includes Telstra, NRL, Samsung, Toyota, Google and Macquarie.