The Margaret River Wine Association (MRWA) has created a new campaign to promote the region's distinctive coastal positioning and key brand pillars - the pristine environment, ancient coastal lands, and breathtaking experiences.
The campaign is the work of local trio Mark Boskell (Director), Darren McCagh (Director of Photography and Editor), and Sophie Mathewson (Producer). The creative team outsourced sophisticated sound design from Envelope Audio.
The MRWA said the outcome was a film that highlights the distinctly unique coastal positioning of the region.
"The punctuating sound design supplements the visuals and supports the overarching narrative that Margaret River wine country is quite simply, breathtaking.
"There is a very tactile there-ness to seeing abalone get prized from the rocks, the delicate sounds of crystal paired with the imagery of stalactites in Lake Cave, and when the Cabernet Sauvignon is swirled and breathed-in, you can almost taste it yourself."
Margaret River wine country is quite simply, breathtaking...
- MRWA
The film was launched at Cape Mentelle on Thursday to a crowd of MRWA friends and members.
CEO Amanda Whiteland said the project brief had two main components.
"To tell our brand story in a creative and immersive way that 'transported' audiences to the region, and to create something that all the growers, winemakers and locals felt a connection with and would be proud to share at their events and in their marketing," Ms Whiteland said.
Director Mark Boskell said the team aimed to highlight coastal elements of the region as a point of difference from other locations.
"With a brief to play with the 'breathtaking' idea, we tried to use a blend of nature's rhythms and human elements to create a sensory experience of the region's influences; the rise and fall of an ocean swell, the gust and lull of a sea breeze, the inhale and exhale of an adventurous pursuit," Mr Boskell said.
The campaign will be delivered across a combination of social media, targeted digital display advertising, and PR and strategic media partnerships to ensure the message is distributed broadly.
