Innocent Bystander

We have a strong history working with some of Australia’s leading wine brands (tasting wine and visiting wineries? no problem). So, when Innocent Bystander returned for a second PR project from late 2019 into 2020, we were thrilled. Of course, plans changed when COVID hit but for us and the team at Innocent Bystander, it offered the chance to explore our creativity.

During such a touch-and-go time, we were able to help drive traffic to the Innocent Bystander website and increase their online sales by positioning them as a leader in ingenuity and delivering 54 earned media stories; 11 influencer hits; an audience reach of millions; and an approx. PR value well over $1 million.




So, how did we achieve these results? With in-person events and activations cancelled, we had to quickly change tact and focus our PR efforts on Innocent Bystander’s innovative virtual experiences and great-tasting wines. This included promoting a series of online tastings including a special Mother’s Day brunch and World Moscato Day offering, the launch of the Mea Culpa range (among other releases) and the reopening of Innocent Bystander’s cellar door and restaurant when restrictions eased.