Luxury tour operator If Only have teamed up with Destination NSW this February to encourage travel agents to test their trivia for the chance to win a case of premium wine. As part of their new marketing campaign, ‘New South Wales Uncorked’, the operator will challenge agents to complete an online training quiz around the destination’s six key wine regions, to find out just how much they know about the attractive offering for seasoned sommeliers and discerning foodies.
Agents will be asked to complete 20 questions based around Destination NSW’s wine regions toolkit, then share their results on the If Only Partners Facebook Page before 28 February to be entered into the draw, with the winner announced at the beginning of March. Visit ifonly.co/dnsw-wine to take the quiz.
The campaign will also encourage agents to expand their knowledge around New South Wale’s leading wine regions, to enable them to promote culinary-themed adventures once travel restrictions have lifted. In order to support this learning, If Only will host a campaign hub, filled with informative content, marketing tools and travel itineraries, which agents can also use to inspire their customers on their own digital marketing platforms.
Alison Murphy, If Only Product Manager for Asia & Australasia, talks about her favourite wine regions in New South Wales, and shares her top tips for selling this kind of itinerary once travel corridors reopen: “If, like myself, you’re a big fan of good food and wine, New South Wales is a must-visit, with so many different vineyards and cellar doors to explore. Having spent time in classic wine regions such as the Hunter Valley, I’ve always been totally blown away by the sensational restaurants and authentic wineries.
“However, I’m keen to experience more of the artisan offering in destinations such as Orange and Mudgee on my next trip, and of course, check out the emerging wine regions, especially the Shoalhaven Coast. I think so many people associate Australia with either the sprawling beaches of Sydney and the Gold Coast, or the rolling countryside and vineyards in-land, so to be able to enjoy the best of both worlds would be a real treat!
“I think in today’s world, the concept of gourmet dining and drinks is more important than ever before to holidaymakers, linked strongly to the growth in demand for more experiential travel. Customers no longer want to spend their entire trip at the beach – they expect unique experiences and attractions they can’t enjoy anywhere else, and this often includes decadent dining options, with Instagram-worthy dishes. New South Wales’ stunning wine regions undoubtedly ticks all of these boxes, and also offer a host of luxurious accommodation which will appeal to discerning travellers.
“I personally think it’s a great switch sell option for some European destinations like Italy, France and Spain – if you have customers who have fallen in love with their rustic charm and high-end culinary offering, why not recommend New South Wales for something extra special? After all, I think there are a lot of people looking to do something different and treat themselves to a once-in-a-lifetime trip once restrictions are lifted. Likewise, if you have repeat customers who have been visiting Australia for some time, but mainly stayed in the big cities, this could be a really nice suggestion to allow them to see a different side of a much-loved destination and freshen up their itinerary.”
