Communications Strategy Case Study: Wooing Tree

The owners of Wooing Tree Vineyard plan to create a vineyard village that supports residential growth and further cements Central Otago as a leading wine and tourism destination.

To do this they require a district plan change and buy-in from the local community.

The challenge for Scope Communications was to communicate the particulars of the project to the local community and neighbours, encourage a two-way conversation to mitigate any concerns, while at the same time, protect the integrity of the internationally-renowned wine label.

We began with developing a communications strategy and undertaking stakeholder analysis to ensure all groups were being addressed. We then created key messages and presented tactics to support the strategic objectives. Offline activity included creating a useful fact sheet and holding an information night with key people. Attendance KPIs were exceeded – we aimed for a 60% attendance rate but we had almost a 100% turn-out. The council process has gone smoothly so far, with plans being received positively by the community.

Announcing the project, we achieved significant media coverage by NZ’s major media outlets, including 6pm bulletins on Newshub, plus NZ Herald, stuff.co.nz, RNZ, Otago Daily Times and Southland Times.

We continue to support Wooing Tree as they work through the various stages of this important development.