The opening of Taylors multi-million dollar cellar door
After just over a year in development, Clare Valley icon, Taylors Wines, was set to open the doors of its new multi-million dollar cellar door. The project was the first significant upgrade to Taylors’ hospitality offering since it was founded in 1969, and they wanted to spread the word about the new destination available for wine lovers in the Clare Valley wine region.
Blend was tasked with producing a large-scale cellar door celebration that would capture widespread coverage promoting the new cellar door while still maintaining the ‘from our table to yours’ hospitality that Taylors is known for. Our tasks included guestlist management, event production and PR promotion leading up to and following the event.
We worked with the Taylors team to collate a list of 50 of their closest business stakeholders, local and interstate media, and local, state and federal government officials to attend the official opening of the cellar door.
These guests were then invited to join the Taylor family for a special opening ceremony, which featured a welcome speech by the Minister for Trade and Tourism (and Clare Valley local) Senator the Hon Don Farrell.
Following the welcome speeches, guests were invited to take a self-guided tour throughout the new cellar door, soaking in the new tasting experiences in each curated space with canapés and Taylors array of award-winning wines.
After the tour, guests made their way to Taylors new events space where a three-course lunch by the award-winning Watervale Hotel was enjoyed alongside speeches from Taylors Winemaker and Managing Director Mitchell Taylor and of course, a menu of Taylors finest wines.
The event and supporting PR campaign was a massive success for the opening of Taylors new Cellar Door. The total coverage achieved reached more than 5.3 million readers in Australia with top-tier coverage in:
- Escape, with a double-page image featured across the Daily Telegraph and News Corp’s high-circulating metropolitan mastheads
- Two full-page photo features and story mentions across two editions of Gourmet Traveller Magazine
- A photo feature and follow-up party-pages story in The Adelaide Advertiser
- And additional local photo and story features in Glam Adelaide, SA Life and InDaily
If there was ever a time to make your way to the Clare Valley – now’s the time to do it, if only just to experience this beautiful cellar door experience.