Wine tourism sold by e-mail and on LinkedIn

A redesign of the website that would present every trip in the best possible way and make choosing a destination easier. All of it based on UX principles.

Surveys – we gathered the opinions of users of the old version of the site.

WordPress – the tool for building the site.

LinkedIn – the platform where we educate people about wine tourism.

Freshmail – central to our newsletter campaigns.

UX audit of the previous site – by analysing the old UX we built the foundation for the vision of a new, inspiring site that improves conversion and the marketing funnel.

Site redesign based on the conclusions of the UX audit – we focused on improvements that would make the site more appealing, more intuitive and more functional.

Updates, optimisation and site maintenance – after the changes went live we stayed involved, updating and optimising the site continuously.

Social media – we implement a strategy for activity on social platforms to engage the community interested in wine tourism.

Newsletter campaign – we run an effective newsletter programme, reaching our client base with news of the latest trips, wine courses and wine nights.

Our creative work began with designing the website. The moment we joined forces, we knew this would not be a typical project. It was a challenge, but also a fascinating experience.

Our work started with understanding how the site could be adapted better to capture the essence of travel built around wine. Analysing the old interface gave us the pointers that became the basis for a new, inspiring design. The site had to catch the eye, but also support conversion, leading visitors through a considered marketing funnel.

While designing we focused on the details, polishing every element. We added interactive touches that make navigating the site a pleasure and keep information easy to reach. Small details, such as the right colours and composition, were chosen carefully to convey the moods and emotions of a journey into the world of wine.

Google Analytics let us dig into the site’s traffic. We were attracting more and more genuine enthusiasts of wine travel. Visitors not only stay longer, they also take the actions we want: booking trips and signing up for wine courses.

Having uncovered the secrets of wine tourism, we could not stop at a single stop. When we finished building the website, the client moved into ZEN mode and we decided to extend our work together. We created an exciting LinkedIn profile where we educate people about the art of wine journeys. We launched a series of engaging newsletter campaigns, and we take part in events where we work with film and photography.

The next stage of our work was optimising the newsletter campaigns, which are a key channel of communication. We knew that an effective newsletter means delivering content that not only informs but also engages and inspires. We took on the challenge of delivering material that goes straight to our readers’ hearts. We create content that shows the beauty of a wine journey and reveals the magic of wine culture. We matched the language to the audience, which produced a warm, almost poetic monologue. The result was a significant improvement in the performance of our newsletter campaigns.

When the brand came to us asking for an audit of its Instagram and Facebook profiles, we knew it was the moment for a refresh. We decided to modernise how the profiles looked, turning them into appealing travel diaries. Now the background images regularly show the picturesque landscapes of the trips we promote with the greatest commitment. We wanted users to feel the exciting spirit of travel at first glance. We also introduced new graphics and optimised the bio so that it carries clear, compelling information about the brand. We chose hashtags meticulously, to raise the brand’s visibility and invite conversation.

Thanks to that work the profile gained far more polish. Consistent colours, appearing regularly across social media, not only catch the eye but also help build a lasting image in the viewer’s memory. We love colour psychology.

We like exploring new areas of communication together with our clients. We proposed bringing Podróże z Winem onto TikTok and Pinterest. These are two very promising social platforms that offer a chance to reach audiences beyond the current methods and, most importantly, organically. Together, on these different but promising platforms, we are shaping new horizons for exploring the world of wine.