Susan Andrews
Haythornthwaite Wines (HT3) | Wellington, New Zealand
The Challenge
Susan owns Haythornthwaite Wines (HT3), a boutique, family-run vineyard in New Zealand. Like many small businesses in the region, HT3 experiences a surge in visitors during the summer but struggles to maintain revenue throughout the off-peak season. They needed a tailored marketing plan that reflected their personal touch and could sustainably boost revenue year-round by increasing brand awareness and encouraging word-of-mouth recommendations.
How We Helped
1. Marketing Consultancy
Industry Analysis: Conducted in-depth research into New Zealand's winery and tourism sectors to understand the competitive landscape and identify opportunities for HT3 to stand out.
Audit of Past Efforts: Analyzed 30+ years of HT3’s marketing activities to identify successful elements and eliminate strategies that were diluting their brand position.
Target Audience Clarity: Refined HT3’s target audience, focusing on those seeking authentic, culturally immersive experiences in New Zealand.
Strategic Focus: Highlighted the power of word-of-mouth marketing—from social media and personal recommendations—as a more effective approach than traditional advertising in the tourism industry.
2. Marketing Strategy Development
Designed campaigns showcasing HT3 as a unique, must-visit destination for international tourists.
Suggested initiatives like inclusion in travel guidebooks, user-generated social media content, and blog features, as well as an exclusive "grape-picking experience" for visitors.
Delivered a comprehensive marketing toolkit, including:
Content calendar
Mock-up social media posts
Messaging framework and content pillars
Creative brief for future design work
SEO-optimized website content recommendations
3. Marketing Education
Susan expressed interest in mastering modern marketing techniques, so we provided hands-on training:
Copywriting: Guided her in crafting content that resonates with her target audience and drives conversions.
SEO and Social Media Basics: Equipped her with foundational skills to enhance HT3’s online presence and engagement.
Brand Identity Alignment: Ensured she could consistently communicate HT3’s values and unique story across all channels.
Results
By implementing a focused, actionable plan, HT3 is now positioned to attract a steady stream of visitors year-round, making the vineyard a sought-after destination for travelers seeking an authentic taste of New Zealand.
Client Feedback
"An amazing piece of work! The proposed tactics are creative, actionable, and well-integrated across multiple channels. Laura’s understanding of our target audience was excellent and guided the strategy effectively."
– Susan Andrews