Activation planning
Translate the programme objective into format, guest flow and a clear on-site experience.
Selected case / 07
Wine Victoria / China offline activation
Bring Victorian wine into the ways Shanghai discovers, tastes and talks about it.
A Shanghai programme for Wine Victoria, the government-supported Victorian wine-industry association: retailer collaboration, buyer-facing education and KOL-led food-and-wine experiences that made a regional wine story tangible in China.
01 / Context
A regional industry body needs more than visibility.
Make a collective Victorian wine proposition useful across the routes that move products, knowledge and culture.
Wine Victoria helps Victorian wineries build business growth in domestic and international markets. In China, that meant combining a retail collaboration, trade education and culturally relevant KOL engagement—rather than treating social media, a tasting or a roadshow as separate campaigns. Together, the three formats moved the regional wine proposition through consumer discovery, buyer education and a local dining context.
Social content supported the programme but was not my primary remit. My role was to co-lead the Shanghai offline work: shaping the experience, coordinating wineries and partners, and carrying the plan into delivery.
02 / Role in delivery
Collaborative planning, practical control.
Build the conditions for people, wine and partner priorities to meet well in one room.
Winery + partner coordination
Keep wineries, venue teams, retail partners and production needs aligned before the event.
Experience delivery
Coordinate collateral, timetable, event rhythm and on-site execution in Shanghai.
Social support
Support the offline activation with content inputs; ongoing social operation sat outside my primary ownership.
03 / Shanghai programme
Three formats, three forms of market connection.
Meet consumers at retail, give buyers a reason to stay, and invite culture into the conversation.
01 / Retail roadshow
Freshippo × Wine Victoria
December 2024 / Freshippo Daning Music Plaza, Shanghai
Wine Victoria partnered with Freshippo on a consumer-facing promotional and research roadshow. Fourteen Victorian wineries were brought into store, creating a practical retail setting for discovery, tasting and shopper feedback to inform future assortment consideration.
Regional maps, wine education, tasting and light interaction gave shoppers a simple route from “where is Victoria?” to “which wine would I choose?” Two participating wineries—Fowles and Brown Brothers—were already available through Freshippo.
02 / Trade tasting + masterclass
Give buyers a more informed first encounter.
23 August 2024 / Global Victoria House, Shanghai / 1–5pm
A buyer-facing walkaround tasting paired with two masterclasses created time for trade discovery, wine education and relationship-building. The format gave Victorian wineries a shared but structured platform in front of local distributors, buyers and wine professionals.
My work covered the Shanghai planning and execution layer: winery liaison, venue and material coordination, masterclass flow, runsheet preparation and on-site delivery.
03 / KOL dining experiences
Pair Victorian wine with the flavours people already gather around.
2025 / Shanghai / three KOL tasting sessions
Three intimate KOL tastings explored Victorian wine alongside Chinese cuisine. The sessions made food pairing the shared prompt: KOLs discussed the combinations, generated locally meaningful story angles and brought the Victorian wine offer into their own audience conversations.
04 / Selected proof
A compact record of scale, with context retained.
A regional wine story translated into practical local encounters.
14Victorian wineries in the Freshippo roadshow
2wineries already listed with Freshippo
104buyer registrations documented for the trade tasting
3KOL food-and-wine tasting sessions
The buyer-registration figure is documented in the 23 August 2024 event plan; it is not presented as a commercial outcome.
05 / What this proves