Having a consumer-facing website was a new strategic direction for Wine Australia, having previously pushed the single destination, multiple audience model. Budgets were limited, and had to stretch to cover a new brand positioning, as the corporate branding did not reflect how the business wanted Australian Wine to be perceived by global consumers, as well as development and any associated licensing. The third challenge was time – they needed something up within 10 weeks of the project kick-off.
Devotion worked with R/GA to deliver the project, as R/GA were responsible for delivering the Australian Wine, ‘Made Our Way’ brand positioning.
Both speed to market and budget pointed to the use of Kentico Cloud as a CMS: we could streamline the timeline by building the platform at the same time as the brand and look and feel were being designed (after wireframe approval), and then overlay the design once it had been signed off; content could be entered into the CMS during the front-end build.
Though this sounded ideal in theory, because the brand, UX, and design were the responsibility of R/GA, collaboration throughout the project lifecycle was key.
Wine Australia wanted to be able to provide a rich and informative experience to global consumers. Given the large number of consumers in China, they also wanted the site available in Mandarin. Kentico Cloud made it easy to set the site up to be multilingual, allowing Wine Australia to translate both content and labels that would be hard-coded in a normal site build. Also, with the built-in flexibility of Cloud, Wine Australia could easily publish additional content when and as it became available.
The result is a visually rich and content deep site, that encourages global consumers to seek out and purchase Australian wine.
While the website is new (soft launch in September 2018), early statistics are indicating significant user value through repeat visitation and time spent onsite.