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Project Overview
Daily wine without the headache! Expertise from 8 Masters of Wine and 23 contributors from across the globe, now published in real-time. From wine tours to events to exclusive tasting notes and recommendations, this is the only go-to reference for the wine lover.
Organisation
Team
Marne Schwartz - General Manager
Justine o Donnell - Creative Director
Dané Stojanovic - Art Director
Alexander Palmer - Art Director
Project Brief
Having recently purchased Gourmet Traveller WINE magazine from a larger Publisher, we needed to find a digital solution on which we could publish content in real-time, but not put a magazine on a screen. Partnering with Adobe, Gourmet Traveller WINE was the first paid app internationally to launch on the Adobe DPS 2015 platform.
Project Need
As the business model of print continues to be challenged, we needed to create a product which unlocked a greater addressable market both from a circulation and advertising sales revenue point of view. Over the recent years, we'd evaluated many digital publishing solutions, none of which performed to the degree we required. We settled on Adobe's DPS 2015 and have been able to transform the magazine into a continual content offering, publishing expertise from 8 Masters of Wine and 23 contributors from across the globe in real-time.
As a point of entry to foreign markets, this is a superb reverse publishing model whereby we can evaluate the audience viability and appetite for such an offering in a low-cost form of distribution before moving into hardcopy should the market permit.
User Experience
Not a magazine forced onto a screen. The content experience has been completely reimagined with users being able to browse by:
- "Edition" - perfect for legacy users who want a closed curated assortment of content
- Category - our content offering covers Food, Wine, Travel: users can skip straight to a vinous adventure in Burgundy if they love our travel content
- Varietal - only like Red? Filter the content by wine varietal and explore tasting notes, get recommendations or see our best-buys for the wines you love
Project Marketing
Partners:
Our partnership strategy includes selected and controlled distribution with appropriate brands and retailers: Penfolds, Vintage Cellars, Vintec for example. Connecting with these brands' customer base and offering them exclusive and unique content engages their customer bases and activates ours.
Consumer:
Promotion amongst wine and food writers, travel blogs and forums is proving to be successful. Marketing a digital edition to digital consumers is important for us to scale - not just migrating a print audience to digital media consumption.
Project Privacy
We use Adobe's Digital Publishing solution 2015 to publish the application, so all users' rights are observed under the existing Adobe privacy policies: http://www.adobe.com/au/privacy.html
Entertainment & Leisure
Apps have overtaken entertainment & lesiure. They influence what and how we watch or listen to, where and how we eat, dine and play, how we book and how we interact before during and after entertainment events. We're looking for apps that make entertainment even more entertaining.
More Details