AWMB wine tourism campaign brings holidaymakers to the winegrowers!
All wine experiences: aufzumwein.at
The website presents 1,800 wine estates with their various programmes (Heuriger and Buschenschank opening dates, accommodation options, cellar door sales), as well as dedicated wine events and happenings in all winegrowing regions. These range from open cellars to vineyard hikes and picnics, as well as wine and culture events, along with culinary functions – and can be listed on the site by the organisers themselves.
Visitors to the website thus have the opportunity to search for winegrowers and wine-related presentations in all seventeen of Austria’s winegrowing regions – depending on where and when a holiday visit is planned and what preferences the vacationers might have.
A wide range of wine tourism offers for homeland holidays
Because the international situation remains uneasy, a large segment of Austria’s population will spend their holidays within the country’s borders this year; according to a survey by the Gallup Institute, some sixty per cent. The AWMB campaign “Auf zum Wein!” addresses this, providing an interface to the wide range of experiences available in the Alpine nation’s various winegrowing regions, in order to guide touristic potential to the wine country. With this, it addresses several target groups.
Wine tourists: up to fifty per cent higher sales
Around thirty per cent of all tourists have a fondness for wine and fine dining. According to the Austrian National Tourist Office, the core target group of dedicated wine and culinary tourists corresponds to around four to five per cent of all vacationers. This epicurean target group is particularly interesting because it generates some fifty per cent greater sales than the average tourist during his/her holiday.
In addition, empirical evidence shows that many other tourists integrate the theme of wine into their vacation: art and culture enthusiasts, physically active and wellness-oriented holidaymakers, family vacationers and event-oriented tourists. As has been shown from the international perspective, these target groups make up a further twenty-five percent of all tourists.
The net value-added generated by these five target groups will directly benefit the winegrowing regions, shared among growers, restaurateurs and hoteliers, thus creating a noticeable plus for regional businesses.
Media ads create widespread awareness
In order to introduce the bountiful touristic offering of wine producers throughout Austria, the AWMB is presenting its campaign on a wide bandwidth of channels: via online media, print media, posters, radio and TV. The AWMB also advertises through a substantial online initiative in Switzerland and Germany. All in all, “Auf zum Wein!” should generate some sixty million visual contacts.
Since April, a relay-race of AWMB campaigns
Following “Taste the Origin” and “Spritzer”, the wine tourism campaign is the third major advertising programme launched by the AWMB since the beginning of April. That’s quite the relay race; these initiatives serve to support the domestic wine industry during a completely new sort of global crisis.
In the two months that the hospitality industry was shut down, an estimated twenty-three million litres of wine could not be sold. Since the gradual reopening of the Austrian economy, the situation has eased but is still far from normal. “Auf zum Wein!” figures as the current highlight among the marketing measures that the AWMB has undertaken in support of Austria's winegrowers.
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Austrian Wine Marketing Board
Ms Sabine Bauer-Wolf
Head of Communications
Mr Georg Schullian
Teamleader Press, PR & Corporate Design