Delivering Results Under Pressure: Grampians Grape Escape 2025
This year, I was pleased to lead marketing and strategy for the 2025 Grampians Grape Escape – a five-month project that spanned content development, festival delivery and post-event reporting.
![Hospitality Collaborations with Hilary McNevin [Interview]](https://images.squarespace-cdn.com/content/v1/6707017069fa1937431474fb/1744177610780-WIJYPPS4VMENI8GQ0CO5/Screenshot+2025-04-09+at+3.46.15%E2%80%AFPM.png)
Hospitality Collaborations with Hilary McNevin [Interview]
I was thrilled to sit down with Hilary McNevin, a highly respected communications expert in the food space.
As a food writer she contributed to Broadsheet, The Age, SBS Food, and The Guardian among other publications, and, most importantly, founded her own business, Turnip Media, in 2017. Turnip Media is a PR and Comms agency working with leading food, wine, tourism and lifestyle brands on daily communications matters.
Hilary gives clear advice on what to look for when initiating a collaboration, who to collaborate with, and how to ensure its success.
Three Reasons You Need a Marketing Plan
If your business has hit the $1M+ revenue mark and you’re looking to scale, you’ve probably realised that marketing without a plan leads to wasted time, money, and effort. A clear strategy keeps you focussed, ensures consistency, and drives real growth.
In this blog, I break down the three biggest reasons why a strategic marketing plan is the key to unlocking your next stage of success.
Still Life Spirits- Revitalising Casperrin Gin
Still Life Spirits, the team behind Casperrin Gin, sought to stand out in Australia’s rapidly growing spirits industry, where competition is fierce. By leveraging brand and pricing strategy expertise, I helped them define their market position through in-depth competitor analysis, industry feedback, and targeted pricing. The result? A comprehensive strategy, validated by expert insights, that empowers Casperrin Gin to confidently enter the market. With a clear direction, they’re poised for growth and ready to capture the attention of gin lovers nationwide.
Want More Visitors? 7 Tips to Market Your Regional Business
Inspired by my recent trip to central Victoria I’ve put together some key tourism marketing tips to help regional businesses attract more visitors. Practical, real, and results-driven. Have a read!
5 Marketing Ideas That Go Beyond Social Media
Social media is great for small businesses, but if you’re relying solely on it, you’re missing out on opportunities. Here are five cost-effective promotional ideas that don’t rely on social media to drive awareness, sales, and repeat business.
Coda & Tonka – Bringing Strategy & Structure to Marketing
Coda and Tonka, two of Melbourne’s top dining spots, had been running their marketing in-house for years, but over time, consistency slipped, and things became more reactive than strategic. Now, they have a strategy that works—and a plan to keep growing.
A Guide to Launching a New (or Redeveloped) Venue
Launching a new venue? Don’t miss your one shot to make it count.
Opening the doors to a hospitality destination is thrilling, but the pressure to get it right can also be intense. With so much riding on your launch, having a smart marketing plan is non-negotiable.
This guide walks you through the essentials—step by step—ensuring your venue shines from day one.
Revamp Your Brand Strategy for 2025
Your brand isn’t just a logo—it’s how customers connect with your story. Over the years, I’ve helped countless businesses uncover untapped potential through brand audits. In this guide, I’ll share my insider process for refining your brand strategy and ensuring it thrives in 2025 and beyond.
Kickstart 2025: Your Guide to a Winning Marketing Plan
Planning for 2025 might feel daunting, but it’s the perfect time to reflect, refine, and set your business up for success. In this article, I share actionable steps to review the past year, set SMART goals, and build campaigns that capture the opportunities of a new year. Ready to make 2025 your best year yet? Let’s dive in.
Small-Batch Spirits, Big Impact Launches
Launching a spirits brand? Here’s what I’ve learned from the trenches: success isn’t luck—it’s strategy.
Discover the must-dos for pricing, storytelling, and scaling your small-batch spirits to stand out in a highly competitive market.
Behind the Good Food Guide: An Interview with Roslyn Grundy
My 2018 interview with Roslyn Grundy, Editor of The Age Good Food Guide, was the most popular article on my old site, CommsClass. Much of her timeless advice for restaurateurs is still relevant today. Read on, restaurateurs.
30 Insights in 30 Days: What You’ll Discover About Your Brand
Discover the 30 insights you’ll gain in the first month of working with me. From understanding what keeps your customers coming back to finding the unique strengths that set you apart from competitors, this 30-day roadmap is designed to build a foundation for long-term success. Let’s start unlocking your brand’s potential together.
15 Tips to Boost Private Event Bookings for the Festive Season
Some of you might remember my first marketing role at Sarti (now Marameo)—the place where I also met my husband! My job was to bring in event bookings, maximising our space over the busy holiday season. Tools have changed, but the basics of getting bookings haven’t. Here are my 15 top tips to make your venue a go-to for festive celebrations.
Wine Victoria - Five Pillars Project
One of my largest projects to date: leading a $2m wine tourism initiative, developing five premium regional brands—including Pinot Coast and Shiraz Central—for the government and wine industry.
Learn more about how I drive international marketing strategies across China, the UK, and the USA, building global awareness for Victoria’s wine regions through events and media campaigns.
![How to Create Iconic Winery Events [Webinar]](https://images.squarespace-cdn.com/content/v1/6707017069fa1937431474fb/1729818882483-SDVZZA23BREP3Q4SUHCY/Holly%2BFormosa_Event.jpg)
How to Create Iconic Winery Events [Webinar]
Join me for an exciting webinar in partnership with Wine Communicators Australia (WCA), where I'll share my insights on creating iconic winery events. Discover practical strategies to boost revenue, engage diverse audiences, and transform your winery into a must-visit destination. Watch now!
The Essential SEO Guide for Food & Wine Brands
Feeling like your food and wine business is lost in the digital noise? Don’t sweat it! This guide breaks down simple SEO strategies to help your website shine. From keyword research to local SEO, we’ve got you covered with actionable tips to boost your online visibility and attract more customers. Dive in and discover how to make SEO work for you!
2025 Luxury Trends: What Experts Predict
As 2025 approaches, the luxury sector stands at a crucial crossroads, driven by shifting consumer behaviors and an increasing demand for ethically produced goods.
Experts like Brett Phillips, Joanna Reymond, and Pat Nourse emphasise that luxury brands must rethink their strategies to align with the evolving values of younger consumers. Read on to discover the exciting future of luxury.
St Leonards Vineyard
St Leonards Vineyard needed a clear strategy to drive growth across e-commerce, cellar door, and wholesale.
Through a business audit and dynamic workshops, we created a 3-year plan with actionable steps, refined brand positioning, and measurable goals, setting the team up for long-term success.
Anther Spirits and Distillery
I helped Anther Spirits drive awareness, engage media, and set a foundation for long-term growth through strategic marketing planning and coaching.
"Thank you so much for all your help, Holly! We’ve seen a huge uplift in customer and media engagement. You gave us fantastic insight into our business and the tools to leverage it. Your ongoing support has been phenomenal." — Dervilla McGowan, Founder and Distiller at Anther.