Breathe It In’ is a collaborative project co-funded by Regional Development Australia Yorke and Mid North through the South Australian Tourism Commission regional marketing funds, the Clare Valley Wine & Grape Association and the Clare & Gilbert Valleys Council., to showcase the Clare Valley as a destination to relax, escape from the daily grind, and spend a few days enjoying good food, good wine, culture, history and the outdoors.
Distance has traditionally been an obstacle to visitation and tourism. Clare Valley has been seen as just a little too far for a day trip. The campaign sets out to turn that negative into a positive, encouraging tourists to stay a while, slow down; relax, unwind, soak it up and ‘breathe it in’.
The campaign comprises four themed videos: Accommodation, Dining, Wine and Culture, and a longer form video, alongside a suite of imagery. It ran as a series of sponsored social media posts supported by organic content from August to October on the regional Facebook and Instagram accounts. The call to action directs consumers to the Clare Valley website, which has been updated with new imagery and text in line with the campaign.
Local businesses and residents are encouraged to get on board with the campaign by sharing posts online or creating their own, using the messaging on websites, and emailing direct mail. It is hoped the content can be used to welcome back past visitors or to target new customers.
The Clare Valley Brand, ‘Clare Valley Breathe It In’ was originally launched in 2017 by the Clare Valley Alliance but put on hold during COVID-19.
The importance of driving visitation to the region and maintaining the momentum generated post-covid was a key priority of the initiative. We wanted to be proactive in keeping the Clare Valley top of mind for visitors, showcasing four core strength areas that the region is known for: wine dining, accommodation and culture.
Drawing inspiration from the successful “Come Down for Air” campaign in Tasmania, local creative Jarred Walker was enlisted to pull the vision together. The content was captured by Jarred and videographer, Evelina Katarzynski.
The assets will be used on the brand-new Clare Valley website that is currently under construction, aimed to align seamlessly with southaustralia.com and ensuring a more engaging experience for our visitors, and will form a key part of our digital strategy on social media.
The toolkit and revamp of the Clare Valley brand tagline ‘Breathe It In’ is a collaborative project between Clare Valley Tourism and the Clare Valley Wine & Grape Association. The first toolkit was launched on Tuesday, February 28 at the Clare Valley Business and Tourism Association’s Business Mixer, with an updated version published in August 2023 to coninside with the campaign launch.
It is designed to show operators and businesses in the Clare Valley how to leverage the brand and intertwine it with their marketing activity.
Within the toolkit, you will find background on the brand, including the branding video, ways in which businesses can get involved, our regional voice, logo and colours, how to get your content shared, how to engage with the campaign, relevant bodies on social media and best practice tips.