Recent changes in the management structure of Hollick Estates had meant the business was no longer 100% family owned and run. Coonawarra wine identities Ian and Wendy Hollick had sold Hollick Estate to Hong Kong Yingda Investment Co Ltd but maintained a shareholding and interest in the company, with Ian staying on as a director on the board and taking on an ambassadorial role.
Consequently, some key parts of the website’s content were obsolete and needed updating. Additionally, the website had not been functioning well as a result of changes to its operating platform and required a fresh approach.
Tucker Branding was engaged to update the website and implement an efficient and easy to use content management system along with improving the site’s functionality, visibility, usability and security for Hollick Estates and their valued customers. And, because online sales form a significant part of Hollick’s annual income (Hollick’s direct sales strategy is creating strong growth in this area), to support this ongoing growth with a technical review was paramount.
The website is also a key communication tool for the business. It was therefore crucial that the messaging be reflective of the current business model, yet maintain the look and feel of a boutique wine producer.
While our brief was extensive, the overarching message was to reinforce the Hollick mantra: ‘Pride of Place’. As our key marketing positioning statement, ‘Pride of Place’ is the core message that needed to be driven and developed. Meaning “we take great pride in the place from which our grapes are produced,” it encompasses Hollick’s business in its entirety: terroir, winemaking philosophy, cellar door, Upstairs at Hollick restaurant, grounds and vineyards, as well as the pride the people feel in being part of the business.
The new website exhibits a modern and contemporary feel. It perfectly reflects Hollick Estates philosophy while incorporating key upgrades, improved functionality, refreshed content, video, easy-to-use online store, and improved customer services area (Vintage Club, cellar door, restaurant, Coonawarra locality, etc.). The site also provides for an easy translation into Chinese, an important inclusion for any modern website.