Trofeo Estate
Performance-Driven Marketing for Premium Events
The Project
Trofeo Estate, a unique destination winery and restaurant on the Mornington Peninsula, engaged Cherry Lab to elevate its digital presence through content creation and social media management. The initial scope was to create visually compelling content that showcased the venue’s world-class dining, biodynamic wines, and rustic charm — but quickly evolved into a full-service marketing partnership. Recognising the property’s potential to become a sought-after venue for weddings and events, Cherry Lab also launched a targeted paid media campaign to drive high-value bookings.
The Challenge
Trofeo Estate’s offering was well loved locally, but its online presence lacked consistency and storytelling that reflected the depth of its brand — particularly its restaurant experience and potential as a wedding venue. We needed to create a content ecosystem that communicated both everyday dining appeal and aspirational event potential, while also building a steady pipeline of bookings through performance marketing. With limited time and budget, efficiency in creative output and ad strategy was key.
The Solution
We implemented an organic content strategy that brought Trofeo Estate’s offering to life through consistent, curated visuals and engaging copy across social media. Content pillars focused on the unique dining experience, the estate’s scenic beauty, and customer moments — with particular emphasis on visual storytelling for weddings. Alongside this, we executed a paid ads strategy targeting couples and event planners, driving enquiries and conversions at a fraction of industry average costs. Wedding ads were supported by restaurant campaigns designed to lift mid-week and off-peak bookings.
The Results
Over the course of the campaign, Trofeo Estate booked 20 weddings through paid ads alone, delivering a remarkable return on investment given the minimal ad spend. The venue also saw a 65% increase in social media following and engagement overall, alongside a noticeable uplift in restaurant bookings. Together these outcomes reflect a successful fusion of storytelling and strategic marketing to position Trofeo Estate as both a celebrated dining destination and an in-demand event venue.