Wine Garden of England
Cultivating growth for Kent’s wine tourism story
Wine Garden of England represents a group of nine vineyards in Kent, working together to raise the profile of the county as a destination for wine tourism.
With vineyard tours, tastings, events and hospitality experiences across the Garden of England countryside, Wine Garden of England gives visitors a way to discover Kent’s award-winning wines and the people behind them.
Oak Creative partnered with Wine Garden of England to strengthen the foundations behind that ambition, refining the messaging and establishing detailed monthly reporting.
Why did Wine Garden of England come to Oak Creative?
Wine Garden of England was ready to increase its direct to consumer marketing activity, but the digital and messaging foundations needed tightening first. They needed a creative partner who could bring structure to the brand story, improve the user journey within the limits of the current site, and create a stronger platform for future marketing.
The existing website was built in Wix, which created some limitations around usability, performance and conversion improvements. There was also a need for improved messaging across web, social, email and campaign activity, so that the collective could explain its offer with more consistency and confidence.
Without robust tracking in place, it was also difficult to understand what was working, where visitors were dropping off, and how future improvements should be prioritised.
What was the objective of Oak Creative working with Wine Garden of England?
The objective was to make Wine Garden of England easier to understand, easier to engage with and easier to measure.
Oak Creative’s work focused on clarifying the story behind the brand, improving the visitor journey and giving Wine Garden of England the tools to make more informed marketing decisions using metrics.
At the heart of the project was a simple aim: to help more people discover Kent’s vineyards, understand what makes the region special, and use Wine Garden of England to help them plan a visit.
What was involved in the project?
Oak Creative started at the beginning, by reviewing Wine Garden of England’s messaging foundations, including the offer, mission, vision and key messages for future communications. This was based on a strong understanding from the team at Wine Garden of England, and its member vineyards.
The messaging work created practical campaign and content pillars around Kent’s distinctive destination story, the quality and ambition of its producers, and the appeal of world-class vineyard experiences all within easy reach of London.
Alongside the strategy work, Oak Creative developed a suite of social templates and flexible design components to help Wine Garden of England show up more consistently across campaigns. This included campaign creative, paid social guidance, newsletter template improvements and a reworked logo version designed to work more effectively at smaller sizes.
On the website, Oak worked within the limitations of Wix to address key accessibility and usability issues. The visitor journey was simplified, and a clearer enquiry call to action was introduced to support itinerary planning and encourage conversion.
Oak also implemented Google Analytics tracking and established a KPI reporting format, creating a clearer view of performance and a stronger basis for ongoing monthly review and recommendations.
How did Oak Creative approach the project?
Oak Creative approached the project by focusing first on the foundations.
Before making visual or technical improvements, the team clarified what Wine Garden of England needed to say, who it needed to speak to, and how the brand could bring Kent’s wine tourism proposition to life across different channels.
The messaging was shaped to be practical – to work on the website, in social campaigns, across email and within seasonal promotion. Campaign lines were developed to feel inviting and experience-led, encouraging visitors to celebrate Kent wines, escape the city and explore the county’s vineyards through tastings, tours, events and curated experiences.
From there, Oak improved the areas of the website that could have the most immediate impact, including navigation, accessibility, user flow and enquiry conversion. The work balanced what could be achieved within Wix with the longer-term ambition for a fuller website rebuild.
The result was a clearer, more consistent and more measurable digital presence, giving Wine Garden of England stronger foundations for future growth.
What impact did the partnership have?
Wine Garden of England gained a stronger foundation for campaign activity. While the existing website platform still created some constraints, the brand and website is well set up for future digital development.
The project helped create clearer messaging across web, social, email and campaign content, a more intuitive website journey, a stronger conversion route for bespoke itinerary enquiries, and reliable tracking to support smarter decisions month by month.
Oak Creative continues to support Wine Garden of England with ongoing website maintenance and reporting, helping the brand build on its role in promoting Kent as one of the UK’s most celebrated wine regions.
