1. Them advertising proposal for
Connected Food and Wine Trails
Adelaide Hills, Fleurieu & Kangaroo Island
April 2015

2. Them is a full service agency providing integrated services
across a broad range of disciplines.

3. Them is a full service agency providing integrated services
across a broad range of disciplines.
Our broad skillset allows us to provide holistic services to our clients,
developing and integrating all marketing channels to provide continuity
across the campaign.
Skills relevant to this project include:
> Brand development and graphic design
> Advertising/promotional material design, copywriting and production
> Online optimisation and advertising
> Website design – mobile apps and responsive sites
> Program management and community liaison.

4. We have a long history in servicing government clients,
and a specialty in the development of marketing solutions for community groups.
The Heritage Rail Trail
(HRT)
SA Wine Ambassador
iPhone App
mylicence.sa.gov.au
Please inspect our proposal or them.com.au for further examples of our work.

5. The Brief

6. To increase tourist visitation and length of stay across the Adelaide Hills,
Fleurieu and Kangaroo Island through the creation of a centralised resource
displaying the Food and Wine Trails of the broader region in a consistent fashion.
Program aim:
Work to improve quality and consistency across the region’s food and wine trails
(current and future).
To ensure that the program is sustainable after launch through:
> the development of a strong consumer focused brand
> integration with established regional marketing initiatives
> handover to an appropriate body to manage the program after launch.

7. Online:
We aim to develop a centralised mobile responsive website which presents the region’s
Food and Wine Trails in a continuous fashion, and allows the consumer to bundle
a number of trails together to create a personalised journey.
Consumer infrastructure required:
Print:
We aim to support the website with:
> engaging point of sale collateral for presentation throughout the region
> printed collateral providing a strong call to action to explore the region’s trails
for presentation across the State.

8. Online

9. Look and feel:
Presentation will complement the look and feel of the key tourism websites
maintained by the South Australian Tourism Commission.
> Provide a continuous experience for the consumer as they
move from site to site
> Foster cross promotion between the site and its contemporaries.
This will serve to:

10. Mobile responsive Vs App:
Responsive site
iPhone app
Consumer usage of McLaren Vale mobile guide,
Aug 2013 to March 2014
Uniquevisitors/week

11. Website sitemap:
LIVEGPSMAPPING
Consistent presentation of all Trails
via templated microsite

12. Trail micro-sites:
Presentation will complement the look and feel for the presentation of businesses
on key tourism sites based upon their listing on the ATDW.
Again, this will provide a continuous experience as consumers move
from website to website.
NB - should SATC develop a policy to list Food and Wine Trails on the ATDW,
the Connected Food Trails website could be upgraded to source its
trails content from the ATDW.

13. Brochure

14. Presentation will complement the look and feel of the key tourism brochures
maintained by the South Australian Tourism Commission to:
> provide a continuous experience for the consumer as they
move from brochure to brochure
> foster cross promotion between the brochure and its contemporaries.
We recommend the production of an A3 brochure folded to DL size
with an initial print run of 20,000 copies.
This will serve to:

15. Integrated print and digital:
While the catch-cry suggests that print is dead, and all must go digital,
our experience suggests that a fusion of print and digital is the best means
to engage the tourism consumer.
Heritage Rail Trail example:
In a fused model, the print acts as the first point of engagement,
with the digital aspect providing a value add, converting the consumer
to visitation.
Please refer to proposal for a reference from the District Council of Peterborough
for this work.

16. TRAIL
CONSISTENCY AND QUALITY

17. We propose to work with industry partners to develop a series of
best practice guidelines for the development of Food and Wine Trails in the region.
Raising the bar: Guidelines and Fact Sheet
Partners would include representatives of:
> RDA – Regional Development Australia
> PIRSA – Primary Industries and Regions SA
> SATC – South Australian Tourism Commission
> SATIC – South Australian Tourism Industry Commission
> Regional Stakeholders – TKI, FPT, AHT etc
Based upon these guidelines,
a Food and Wine Trail Fact Sheet will
Be developed to assist industry in the
> review of current Trails
> development of new Trail
leading to greater quality and consistency
across the region.

18. Accreditation

19. SATIC has expressed interest in developing a system of accreditation
For Food and Wine Trails throughout the region, based upon the
guidelines developed within this project.
Please refer to support letter attached to our proposal.
The accreditation of Trails may provide a means to allow
for listing on the ATDW and better SATC support.

20. Sustainability

21. Marketing:
Maintenance:
> Development of strong brand and identity for the program
> Production and presentation of point of sale collateral and pamphlet
> Strong SEO inherent to the website
> Education of relevant regional and state stakeholders
> Integration with regional and state marketing efforts.
> Yearly audit of content based upon established accreditation system
> Funding based upon accreditation fees and potential on-site advertising
> Expansion to include other regions if requested
> Please refer to in-principle agreement letter in proposal.
> Handover to SATIC for website maintenance and hosting

22. Workflow:
> Development of strong brand and identity for the program.
> Integration of print and digital materials within the marketing initiatives
of regional stakeholders and state bodies.
> Development of guidelines and accreditation system for
local Food and Wine Trails in collaboration with
RDA, PIRSA, SATIC, SATC and regional stakeholders.
> Development of mobile responsive website portal to
present regional trails in a consistent fashion to the tourism consumer,
providing GPS mapping and journey planning.
> Development of complementary printed brochure and
point of sale collateral to promote the website.
> Handover of program to SATIC to maintain and administer.

23. thank you