Following the success of Perth: First Impressions & Lasting Images (1993 and ’98), we identified Margaret River as a burgeoning tourism destination in the new millennium. It too demanded a delectable yet suitcase-friendly keepsake showcasing the best of the region.
With some major wine labels defining the Margaret River ‘brand’ at the time, we worked with four less-celebrated estates to produce Flavours of Margaret River. The book combined the stories and signature wines of each venue with recipes from their head chefs and aspects of the area’s natural beauty. It was a popular souvenir at cellar doors and bookshops alike, and was even sold in the eastern states as a notable resource on Margaret River.
A decade later, we revived this concept with Flavours of the Great Southern – a wine region which had grown into friendly competition with its renowned neighbour.
We expanded the project’s ‘co-operative’ to 12 establishments, including boutique breweries and restaurants, while maintaining the formula of concise copy, tantalising recipes and enticing photography. It also proved a unique corporate gift, with custom editions produced for local businesses.
Soon after, we revisited Margaret River and surrounds with Flavours of the South West, and eventually the capital with Flavours of Perth – completing the set of WA’s beautiful wine heartlands, and highlighting some of the unheralded culinary jewels they have on offer.
Outcome.
In our Flavours series, we applied the lens of the tourist, and created a formula that took away the economic challenge for a variety of small-to-medium venues to present themselves as ‘must dos’ in a high-quality souvenir. A key to this was our clients’ willingness to showcase their offering alongside competitors – they had the maturity and foresight to realise that their market was inevitably going to enjoy the broader experiences on offer. This allowed us to capture the authentic wide-ranging flavours of each region.”