THE LANE
The Lane Vineyard. The Place, a picturesque estate that boasts the best views in the region from the hatted Dining Room. The People, a passionate and dedicated family and community. The Wine, stunning expressions of the unique site. And The Experience, the intersection of it all that delivers a modern and luxurious encounter with food and wine in South Australia’s Adelaide Hills.
The Lane came to us wanting to up-level their digital and social media presence under four defined brand pillars; The Dining Room, The Experiences, The Wine, The Clubs. Blancspace was tasked with creating and executing a daily visual content strategy with the goal of improving engagement across social media and open rates for their email campaigns.
STRATEGY
Define a clear content strategy around the brand pillars to encourage consistent engagement from social and digital audiences and sync the experience of The Lane’s brand on and offline.
Develop a corresponding calendar of social and digital activity that considered seasonal moments like Crush Festival and vintage, and co-ordinated the creation and delivery of content.
Build a library of high-quality, on-brand images and videos through styled monthly photoshoots that could populate their social media posts as well as be re-purposed across email campaigns and the website for visual continuity and brand experience.
Completely reimagine The Lane’s visual aesthetic to position the winery and restaurant as a luxury brand offering.
RESULTS
A 46% increase in engagement across key social media platforms, 32% increase in open rates and a 49% increase in click thru-rates on a series of fortnightly newsletter-style eDMs that led The Lane to the no.1 position for digital presence in the Adelaide Hills. Plus, two sold out events and new club sign ups.
A mutually accessible, rolling content calendar that scheduled all photoshoots, email and social media themes, images, captions, tagging and hashtags.
12 themed content photoshoots, including seasonal drone footage and food and wine centric videos, resulting in an extensive library of beautiful, quality on-brand images that were shared across social media channels as well as in national magazine Gourmet Traveller and local newspaper The Advertiser.
A new email marketing template and cohesive social aesthetic that shared the experience of the stunning Adelaide Hills estate in a digital format.
SERVICES
Brand Strategy
Marketing
Social Media Management
Content Creation
Photoshoots
Creative Direction
Styling
