Hawke’s Bay Tourism appoints Special PR

Hawke’s Bay Tourism has enlisted the assistance of Special PR to bolster its communication and public relations efforts in light of the region being named a Great Wine Capital of the World.

Hawke’s Bay has officially been named the 12th Great Wine Capital, setting it alongside eleven other prestigious wine regions such as Bordeaux (France), Napa Valley (USA), Bilbao (Spain) and Adelaide (Australia).

Admission to the Great Wine Capitals programme, as the 12th Capital worldwide, comes after a stringent selection process that looks at a region’s wine-growing industry, its history, its wine tourism, educational opportunities, business, and travel, as well as the cities and region itself.

Hawke’s Bay’s selection is a welcome boost for the wine industry as it recovers from the impact of Cyclone Gabrielle. It has already allowed Hawke’s Bay to leverage international expertise, resources, and support from the best of the global wine industry.

The accolade reflects the quality of the wine destination and the experience on offer to visitors, whether that be Art Deco heritage, long vineyard lunches or cellar door bike tours – and is expected to be a significant advantage to the region’s $ 620 million tourism sector.

Special PR has been briefed on communications strategy, content production, media relations and partnership management.

Jessica Wiggins, Media and Public Relations Manager for Hawke’s Bay Tourism, commented: “Our inclusion as the twelfth Great Wine Capital of the World couldn’t come at a better time, and we’re so excited about what this international accolade means for our local visitor economy .”

“While we have taken a hit with the impact of Cyclone Gabrielle, the region and its people are resilient and back better than ever. Our team has been flat-out post-cyclone working with our operators and promoting the region as open and ready for visitors, so it’s a great relief to know we’ve got the talented team from Special PR to ensure this important milestone gets the attention it deserves.”

Natasha D’Souza, Senior PR Director at Special PR, added: “We’re thrilled to have been appointed by Hawke’s Bay Tourism, and have grape expectations for the success of this campaign. It fits in well with our roster of consumer, lifestyle, travel and tourism clients and it means a lot to know we’re helping shift the dial for Hawke’s Bay.”

Blessed with some of the best wine-growing soils and climates in the country, Hawke’s Bay produces top-quality wines that can stand tall with the greatest wine regions in the world, producing more than 40,000 tonnes of grapes1 and with more than 200 vineyards, 125 wine producers and more than 30 cellar doors.

The region also offers a wonderful tourism experience for those with a passion for the grape. Whether it’s the allure of long vineyard lunches, bike tours between cellar doors or a chance to stock up your wine collection, Hawke’s Bay has become a go-to destination for domestic and international visitors alike.

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