View
220
Download
2
Category
Preview:
DESCRIPTION
Â
Citation preview
Fairfax Events I Good Food Month 2015
Event Report 2015
Fairfax Events I Good Food Month 2015
Fairfax Events I Good Food Month 2015
Contents 00
3
01 Introduction and Thanks 5
02 Snapshot 7
03 Official Launch 9
04 Night Noodle Markets 15
05 Good Food Month Program 19
06 Partners 32
07 Marketing 70
08 Appendix 120
Fairfax Events I Good Food Month 2015
Fairfax Events I Good Food Month 2015
01 Introduction
and Thanks
5
Natascha Mirosch Creative Director and Festival
Manager 2015
Brisbane Times Good Food Month presented by Citi celebrated the State’s extraordinary culinary scene throughout July and into the start of August. The 2015 program was presented at a launch at Sake on Brisbane’s riverside in June, with Good Food Month media partners and food media. From fine-dining dinners to family-friendly meals, the Brisbane program offered more than 250 individual food events. This year saw the successful introduction of new categories; Omakase, Cider & Slider and Good Pub Food, as well as a new feature event, Food Writing 101. Food lovers had the opportunity to lunch at some of the city’s best restaurants for the bargain price of $38 with Let’s do Lunch, or dine out for even less with Good Dinners Under $30. They could kick-start their work day with a special Good Food Month breakfast with Breakfast Club, try a Tanqueray cocktail and bar snack after work with Bar Hop or call in after hours to graze from an Up Late menu. The Night Noodle Markets at South Bank ran for 12 nights (22 July-2 August) and broke last year’s attendance records by 40,000. More than 200,000 hungry food lovers were spoilt for choice with 26 themed restaurant stalls, four bars, seating areas, entertainment and plenty of great music. Good Food Month charity partner OzHarvest sold an incredible 15,000 fortune cookies at the Night Noodle Markets, generating an impressive $15,709 to help feed the less fortunate. We were thrilled to host chefs Ben Shewry of Melbourne’s Attica and James Viles of Biota Dining in NSW, along with local talent and winner of the Brisbane Times Good Food Guide 2016 Chef of the Year Josh Lopez from Queensland’s Gallery of Modern Art restaurant. The trio engaged an enraptured audience with a fascinating talk on the theme ‘My Country, My Cuisine’ in GOMA’s cinema. Later, ticket holders could get a taste of Biota as James stayed on to present his inimitable food with Lopez at a collaborative dinner at GOMA. In partnership with the Brisbane Times Good Food Guide 2016, which also launched in July, the sold-out Young Chefs’ Dinner, showcasing the talents of our six young finalists was held at Aria. Brisbane (and regional) venues embraced Good Food Month with gusto, staging events including dinners based on cuisines as diverse as Scottish, French, Middle Eastern and Thai. There were truffle dinners, interactive dinners, and a ‘low and slow’ barbecue event that attracted more than 20,000 people. On the libations side, there were plenty opportunities to learn more; from dinners matched with cocktails to a masterclass in whisky or a ‘clash of the clarets’. With such a high level of interest from both food businesses and the public, there’s no doubt that Brisbane Times Good Food Month is making its mark as a not- to- miss event on the foodie calendar. We thank everyone who was involved in making it such a huge success.
Fairfax Events I Good Food Month 2015
Fairfax Events I Good Food Month 2015
02
7
Snapshot
Australia’s largest food festival, Good Food Month presented by Citi returned to Brisbane in 2015 as the Brisbane Times Good Food Month. • The Brisbane Times Good Food Month ran from July 2 - August 2. It included more than 250 individual events. 86% of event holders, considered it important that Brisbane had Good Food Month with the same number agreeing it supported the industry Queensland –wide. More than 1/3 of event holders attracted new customers with their Good Food Month offer. • Bar Hop was the most popular category, with 22 venues taking part. • More than 150 individual restaurants participated across the program. • More than 200,000 people attended the Night Noodle Markets. • 92% of event attendees surveyed indicated that they are likely to attend a Good Food Month event next year. Satisfaction level overall was 8/10, an increase from last year’s 7.4 with Night Noodle Markets gaining a satisfaction level of 8.4 • Marketing value totalled to $2.5 million
Fairfax Events I Good Food Month 2015
8
“Good Food Month is: food, chefs, foodies, sharing, enjoying, finger-licking, going back for seconds, making new friends, seeing old friends, exploring new restaurants, cafes & bars, giving a new flavour a go, falling in love with food all over again.....and so much more. Dive in, grab a fork, join the fun!” Brisbane Event Holder 2015
Fairfax Events I Good Food Month 2015
03
9
Official Launch
This year’s Good Food Month launch was celebrated at Lefty’s Old Time Music Hall in Paddington with invited guests gathered from industry, partners, government officials and VIPs. Managing editor of the BrisbaneTimes.com.au Simon Holt led proceedings and guests were treated to a boundary-pushing menu based around the theme ‘feathers and bones.’ All our drink partner beverages were served exclusively at the launch.
Fairfax Events I Good Food Month 2015
10
An Afternoon with the Stars: MCMC
We were thrilled to be able to present an afternoon with three of Australia’s top chefs, Ben Shewry of Melbourne’s Attica, James Viles of Biota Dining in NSW and Josh Lopez, executive chef at Queensland’s Gallery of Modern Art and Brisbane Times Good Food Guide 2016 Chef of the Year in the Gallery’s cinema. Hosted by ABC radio’s Tim Cox, the highly regarded trio enraptured the audience with stories about life in the kitchen, their inspiration and the direction and development of a uniquely Australian cuisine. A meet and greet with a glass of wine, beer or cider afterwards gave the audience further opportunity to get up close and personal with our star chefs.
Fairfax Events I Good Food Month 2015
11
Marque Brisbane
Mark Best, owner of two-hatted Marque in Sydney took over Brisbane’s Esquire for this very special one-off dinner. Best proved why he’s worthy of so many accolades, impressing a sold-out restaurant with 5-courses of elegant, cutting -edge cuisine matched with Yalumba wines. After dinner, Best took to the floor for a Q &A with festival creative director Natascha.
Fairfax Events I Good Food Month 2015
12
Biota Dining
What do you get when you combine two chefs from different places but with very similar philosophies? A meal that’s hard to forget! Biota Dining at Brisbane’s spectacular Gallery of Modern Art restaurant offered a seamless fusion of regional produce- based dishes from Biota chef James Viles and GOMA chef (and recent winner of the Brisbane Times Good Food Guide 2016 Chef of The Year) Josh Lopez. Yalumba wines were matched to each of the five courses.
Food Writing 101
Food bloggers and food lovers united at Brisbane’s Sofitel Hotel for a morning of literary anecdote and instruction under academic Dr Roger Haden of Le Cordon Bleu and food writer Barbara Sweeney. The workshop included in illustrated history of cookbooks, as well as practical advice and tips on how to get published in the competitive world of food writing. A buffet spread plus tasting dishes from the Sofitel’s Prive 249 Restaurant ensured attendees left with both their intellectual and physical hunger sated.
Fairfax Events I Good Food Month 2015
13
Young Chefs Dinner
In its second year, our Young Chefs Dinner was again a sell-out. Hosted by Aria Restaurant on Brisbane’s beautiful waterfront, the evening saw 5 of our hottest young chefs, all finalists in the Brisbane Times Good Food Guide 2016 Young Chef of the Year showing off their kitchen skills, with each presenting a course to appreciative diners.
Fairfax Events I Good Food Month 2015
Fairfax Events I Good Food Month 2015
04 Night Noodle
Markets Overview
15
Cultural Forecourt, South Bank: July 22 – August 2, 2015 This year saw the second year of the Night Noodle Markets as one of the highlight events of the Brisbane Times Good Food Month. In order to grow and improve the amenity of the event for both stallholders and visitors, we extended the event food, entertainment and bar offering into the Liyana Lounge section of South Bank, beyond The Wheel of Brisbane and changed the layout of the event to maximise space. The move paid off! bringing record numbers of attendees onto this beautiful, riverside space, 12 festive evenings of food, drinks, music and socialising in one of the warmest July’s Brisbane has experienced in years. The giant inflatable “Lucky Cat” and the multiple colourful Lantern Gardens, were huge hits – as seen all over social media using the hashtag #noodlemarkets. The Noodle Markets also included Saturday and Sunday lunch trading which proved to be an incredible success for an fantastic weekend afternoon, especially among the families. This year saw some big name restaurant and food business participants such as LongTime, N2 Gelato, Fat Noodle and Hoy Pinoy, and they certainly did bring their share of long lines.
Fairfax Events I Good Food Month 2015
16
Night Noodle Markets Launch
With more than 120 guests attending the 2015 Brisbane Night Noodle Markets Launch Event on July 22nd, the event was warmly welcomed back to Brisbane. Hosted in the Coopers Beer Garden, overlooking Brisbane River & Brisbane City, we couldn’t of asked for better weather on a QLD winters night.
Guests enjoyed catering from renowned Food stalls such as Sake, New Shanghai & Hoy Pinoy. And, with thanks to our beverage partners, Yalumba, Coopers, Thatchers, Tanqueray Gin and Tonics, Schweppes mineral waters were the drinks of choice during the event.
The evening was hosted by QLD Good Food Month creative Director, Natascha Mirosh who welcomed our Good Food Month partners, stakeholders, media and VIP’s to the second year of the Brisbane Night Noodle Markets. Cam Pearce, the National Sales and Marketing Director of Coopers Brewery, also took the opportunity to thank his team and partnership collaboration with Good Food Month, and made guests feel very welcome within the Coopers Beer Garden.
Fairfax Events I Good Food Month 2015
Noodles Numbers
17
• 30 food stalls
• 2 food trucks
• 1 food cart
• 5 bars
• 10 activation areas
• 12 nights
• 207,766 attendees
Fairfax Events I Good Food Month 2015
18
Participating Foodstalls
• Baotime
• Doughtnut Time (Truck)
• Fat Noodle
• FU MANCHU
• Harajuku Gyoza
• Hoy Pinoy
• Hoy Pinoy (cart)
• Japanese Pizza Okonomi House
• Koma Sliders
• Let's Do Yum Cha
• Lets Do Yum Cha (Truck)
• Longtime
• Madame Wu
• Mini Pancakes
• Mrs Luu's Vietnamese Canteen
• Nest
• New Shanghai
• Nitrogenie
• POKLOL
• ROGUE SPICE CANTEEN
• Saké Restaurant & Bar
• Sendok Garpu
• Shallot Thai
• Taro's Ramen
• Teppanyaki Noodles
• The Bun Mobile (Truck)
• Waffle On A Stick
• Zagyoza - The Home of Gyoza
Fairfax Events I Good Food Month 2015
05 Program Overview
19
For Brisbane’s second year of Good Food Month celebration in July, there were 26 categories and more than 250 individual events staged by restaurants, bars, cafes, markets, and other food businesses. The program consisted of 21 event types or categories, ranging from breakfast through to late night suppers, cocktails, classes and much more. New categories included ‘Cider and Slider’, ‘Omakase’ and ‘For The Love of Wine & Cheese’. In this, our second year for Brisbane, almost 80% of our event holders were already aware of the Good Food Month brand and participated because they wanted to be part of this high profile event. Based on event holder feedback plus Night Noodle markets figures, an estimated 230,000 people attended Brisbane Times Good Food Month events throughout July.
Fairfax Events I Good Food Month 2015
Breakfast Club
20
A baker’s dozen of Queensland’s best cafes signed up to show breakfast lovers that not only is there is more to a good breakfast than bacon and eggs but it doesn’t have to be saved for the weekend. From rotating global degustations to a simple croque monsieur served with sea views, breakfast never look or tasted so good.
Fairfax Events I Good Food Month 2015
Let's Do Lunch presented by Coopers, Yalumba & Thatchers
21
Thirteen of Brisbane’s leading restaurants, included hatted restaurants from the Brisbane Times Good Food Guide gave diners the chance to sample their menu at a fraction of their usual price throughout Good Food Month. The generous offer included dishes like grilled albacore tuna with Serrano ham, smoked eggplant, fennel and olive from Aria, or low and slow beef cheeks, with parsnip mash, house smoked bacon and mushroom jus from Deery’s. Included was a glass of Yalumba wine, Coopers beer or Thatchers Cider. An estimated 1500 people attended a Let’s do Lunch.
Sunday Lunch
Three regional venues and 7 metro venues participated in Sunday Lunch, feeding hundreds of appreciative diners during Good Food Month. There were luxe truffle luncheons, long shared lunches on the Noosa river and urban lunches with city views.
Fairfax Events I Good Food Month 2015
Good Dinner Under $30
22
A popular category with event holders and diners alike, eleven Brisbane restaurants participated in this category, offering wallet-friendly dinners and putting value back on the table throughout the month.
Hat’s Off Dinner presented by Tanqueray
Hatted chefs from the Brisbane Times Good Food Guide indulged a few culinary fantasies; throwing out their everyday menu for one night only. Seven restaurants, all of whom were awarded hats in the 2014/2015 Brisbane Times Good Food Guide presented a Hats Off Dinner and a complimentary Tanqueray & Tonic or Tanqueray cocktail during July. Around 450 diners attended a Hats Off Dinner.
Fairfax Events I Good Food Month 2015
World Safari
23
Passports were left at home for these culinary world trips that showcased the food of several different continents. Six restaurants signed up to do World Safari Dinners, 4 on multiple dates. Each offered an authentic expression of a national or regional cuisine style including regional Middle Eastern, US, French and Thai. Around 500 people attended World Safari Dinners.
Drink and Dine
From craft beer dinners to an afternoon with movie director turned winemaker Julian Castagna subjects explored in this category ranged from expression of terroir to biodynamics. Drink and Dine gave Queenslanders the opportunity to learn from the experts.
Fairfax Events I Good Food Month 2015
Good Pub Food presented by Coopers, Thatchers & Yalumba
24
Another new category for 2015, six venues signed up for the opportunity to show off their gastro-pub credentials. From roast pork belly to ribs to macadamia crusted barramundi, Brisbane tucked in with gusto and washed it down with a glass of Yalumba wine, Coopers beer or Thatchers Cider. “I am positive that our association with GFM has helped drive traffic to the pub.” Julian D’Souza, The Pineapple Hotel.
Cider & Slider presented by Thatchers
Two venues participated in this brand new category that offered the opportunity for venues to get creative with cool and clever sliders matched to a Thatchers Cider for just $10.
Fairfax Events I Good Food Month 2015
Bar Hop presented by Tanqueray
25
Our most popular category saw twenty-one venues offering a Tanqueray cocktail matched to a bar snack for just $20. Participating venues included some of Brisbane’s best bars; from Dutch Courage Officers’ Mess, to Woolly Mammoth and The Tree House.
Talk & Taste
From whisky masterclasses to a gastronomic journey with Yalumba winemaker Jane Ferrari, five Talk and Taste events were offered this year.
Fairfax Events I Good Food Month 2015
The Ultimate High Tea presented by AccorHotels
26
Lovers of traditional and not so traditional high tea could choose from six different venues across Brisbane to indulge in high tea, including a champagne high tea and a French high tea. Around 600 people attended a high tea during Good Food Month.
Rooftops & Skylines
Taking advantage of Brisbane’s stunning winter weather, four venues offered Rooftops and Skyline events; from a sold out “Tanqueray G & Tea” at Dandy’s Rooftop at The Fox to a Latin pool party at Lennon’s Hotel.
Fairfax Events I Good Food Month 2015
Regional Table
27
Six venues held a regional table event during Good Food Month sharing and showcasing the beauty of regional Queensland, and our best and brightest producers, bars and restaurants with this signature event. Four events were held in regional Queensland and two in Brisbane.
Fairfax Events I Good Food Month 2015
Art & Food
28
Music and photography were the focus of the two event holders in this category. The Lyrebird restaurant at QPAC aligned an Italian dinner with their production of Vivaldi’s Four Seasons, while The Fox Hotel, ran “Create and Capture”, a photographic competition capturing the passion of chefs, bartenders and home cooks. The winner, Richard Low’s subject was 'Aerated Beetroot' from Heston Blumenthal's Fat Duck in Melbourne.
Pop-Ups and Precinct Parties
Secret spaces and unexpected locations were the feature of these events that included popular pop-up Dine Under the Stars at Eagle Street Pier on Brisbane’s Riverfront. Regionally, party goers got to drink, dine and toast a glorious sunset over the water at Scarness Pier at Hervey Bay.
Fairfax Events I Good Food Month 2015
Markets and Festivals
29
One of Good Food Month’s most popular events, The Low & Slow Barbecue Festival was registered in this category, along with another 2 local markets. Low & Slow, an American style barbecue festival attracted 20,000 hungry people over 2 days. Organisers were originally expecting no more than a couple of hundred, so were somewhat surprised by the level of interest on social media and adjusted their expectations and provisions accordingly.
Instant Expert
Food lovers are always keen to learn something new and our Talk & Taste category offered an opportunity for them to do so with experts informing and inspiring; communicating their own passions in these intimate classes. Five events registered in this category- including classes on bush tucker and seasonal pickling.
Fairfax Events I Good Food Month 2015
For the Love of Wine and Cheese presented by Yalumba
30
This category offered the opportunity to try cheeses from Australia and round the world along with a glass of Yalumba wine.
Up Late
Night owls could sate their hunger with delicious late-night snacks at 3 different venues in Brisbane throughout the month.
Fairfax Events I Good Food Month 2015
“Good food month means that guests can experience restaurants that they otherwise may not think of trying or can't normally afford to try often enough.” Brisbane Eventholder, 2015
Fairfax Events I Good Food Month 2015
06 Partners
32
Event Producer
Supply Partners
Government Partner Event Partner
Major Partners
Media Partners
Presenting Partner
Radio Partners
Charity Partner
Brisbane Good Food Month
Hotel Partner
Fairfax Events I Good Food Month 2015
Citi – Partnership Overview
33
To help Citi engage the Foodie Audience and offer exclusive customer benefits, The Good Food Month platform offers an array of brand recognition and lifestyle benefits to their customers. Citi continue to dominate the Dining category by leveraging their key competitive advance, The Citibank Dining Program. Offering their exclusive Customer Benefits to the QLD audience has proven engaging with their customers. With exclusive offers such as The Brisbane Times Good Food Guide Giveaway, reserved seats to iconic events like the Young Chef’s Dinner at Aria, and exclusive entry to competitions like the Dinner with Festival Director Natascha Mirosch at Montrachet Restaurant.
In contrast to the renowned Citi Concierge service provided exclusively to Citi customers, Citi chose to activate an all inclusive activation space during the Brisbane Night Noodle Markets with warm and welcoming seating space for all market goers. A new venture was trialled in Brisbane Night Noodle Markets, to host Citi EFTPOS terminals in all POS stations, to increase the brand in a trade capacity as well.
Fairfax Events I Good Food Month 2015
Citi – Activation
34
With light themeing, and wooden seating area, Citi was able to involve Fat Noodle’s food stall the their activation, with a beautiful light canopy from their activation space to the stall. Additional benefits were available to Citi customers at the Fat Noodle stall, further strengthen the awareness of the Citibank Dining Program and the restaurants involved.
From the front the Fat Noodle Stall, bluewave branding was affixed. The large festoon white lantern strings are strung between the CDP stalls and the seating area. The seating area has the large trusses covered with Citi bluewave branding and Citi branded umbrellas.
Branding that appeared at this event consisted of:
• 4 x Truss signage vinyl wraps.
• 30 x GFM partner CCB signage with #goodfoodmonth & ‘CDP gives you free wine when you dine’
• 1 x Citibank Dining Program quick skin
• Concierge jackets / staff member x 2
• Restaurant signage – 6m long which ran along the top of Fat
• Core flute restaurant signage that ran along the Fat Noodle stall
• 4x Citi branded umbrellas
Fairfax Events I Good Food Month 2015
Citibank Customer Benefits
35
To deliver remarkable lifestyle experiences to their clients, Citi offered exclusive access and special privileges to some of Good Food Month’s most popular events as well as creating unique events in partnership with Citibank Dining Program partner restaurants:
In association with Customs House, Citi customers who attended the Pretty in Pink & Let’s Do Lunch event received hand made chocolate after their dining experience
The opportunity to win a Dinner with Festival Director Natascha Mirosch at Montrachet Restaurant. A culinary Journey of the not so typical regions of France and their unique artisan produce and recipes valued at $250
In association with The Peak, Citi customers received a take home gift after the six-course degustation dinner with matched wines.
In association with Urbane Restaurant, Citi customers received a complimentary gift card to the value of $20 at the theatrical Laneway Dinner.
Reserved seats to the Young Chef’s Dinner at Aria
Reserved tickets to the My Country, My cuisine talk at Goma
Fairfax Events I Good Food Month 2015
Citibank Dining Program
36
Understanding Citi’s involvement with the Trade side of the Dining experience, Citi are able to offer their restaurants partners exclusive benefits, further strengthening Citi’s position in the Food and Wine Industry. Some of these benefits include:
Discount registrations offered to Citibank Dining Program Restaurants
Supported restaurant recognition through out the Good Food Month Program, with a Citi Privileges logo appearing next to all Citibank Dining Program Restaurants.
An additional opportunity for restaurants to appear twice in the Good Food Month Program when partaking in additional customer benefits for Citi customer during Good Food Month.
Supported Marketing across the Good Food Month platforms, in association with Citi.
Fairfax Events I Good Food Month 2015
37
Citibank Digital As presenting partner, Citi’s logo and link to the Citi website appeared on the Good Food Month partners’ page at http://brisbane.goodfoodmonth.com/
Additionally, the logo was included in the lock-up on the header of all pages of the website.
The Citi web-tile ‘https://citibank.com.au/dine?cid=PN-Dining-Brisgfg-CST72015 ‘ advertising delivered 153,756 impressions through the campaign, leading to 480 click-throughs.
The Citi Customer Benefits page was live from the event launch onwards. This page delivered 10,595 page views.
The click out link on the Citi Customer Benefits page ‘http://citibankdining.com.au/events/brisbanetimesgoodfoodmonth/ lead to 217 click-throughs
Social Media
Citi were acknowledged through logo lock-up across Good Food Month Social Media pages on Facebook, Instagram and Twitter.
Citi also received the following digital posts:
6 x integrated stories across social media platforms
3 x integrated stories in Foodie News eDMs
Strip ads on all Good Food Month Foodie News eDMs sent out to the National database
Fairfax Events I Good Food Month 2015
Citi – Database
38
Foodie News
Three integrated stories from Citi featured in the Foodie News e-newsletter both before and during Good Food Month. A Citi strip ad appeared on all Foodie News eDMs throughout October as well as the official event logo lock-up.
Good Food Month returns to Brisbane
July 8th
Opens: 10,963
Clicks: 11
Experience the Citibank Dining Program
July 21st
Opens: 15,078
Clicks: 52
Free wine when you dine
August 4th
Opens: 11,330
Clicks: 37
Strip Ads
Fairfax Events I Good Food Month 2015
Citi – Press
39
The Brisbane Times
As part of additional benefits offered to Citi in celebration of their ongoing support and partnership, 2x additional QPS ads were offered to Citi which appeared in the Brisbane Times on the
Brisbane Sun Herald
• 8th of July (QLD only)
• 10th Jul (QLD only)
Other appearances of the Presenting partner recognition was the logo lockup that appeared can be viewed on page 91 of this report
Fairfax Events I Good Food Month 2015
40
Fairfax Events I Good Food Month 2015
41
Coopers
The Coopers Beer Garden was again a crowd favorite at the Night Noodle Markets overlooking Brisbane City.
The Coopers Beer Garden included:
A decked beer garden with tables and benches
Branded beer barrels
‘Australian Made, Australian Owned’ umbrellas
Herb gardens and potted plants
DJs on Thurs, Friday, Saturday nights
Branded crowd control barrier signs were used to create the bar queue
Branded Gable on the ‘Coopers Bar marque’
Coopers was served at all three main bars at the Night Noodle Markets.
Coopers Pale Ale
Coopers Sparkling Ale
Coopers Mild Coopers
Artisan
Sapporo 650ml
Coopers Light
Premium Beverages also integrated their trade night into the Brisbane Night Noodle Markets launch, which allowed them an opportunity to thank their trade key personnel.
Fairfax Events I Good Food Month 2015
Coopers
42
Print advertising A full page Coopers ad appeared in the official event program Website As a major partner, Coopers’ logo and a link to Coopers’ website appeared on the Partners Page at sydney.goodfoodmonth.com/partners Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s home page with 243,448 page views across the campaign. Coopers’ web-tile, promoting the Coopers Beer Garden at the Night Noodle Markets, appeared for the duration of the campaign across the Good Food Month website, delivering 96,553 (http://www.coopers.com.au/) impressions and 224 click throughs. Foodie News Cooking with Coopers July 8th Opens: 10,963 Clicks: 144 Cooking with Coopers July 21st Opens: 15,078 Clicks: 85 Social Media 4 x integrated stories featured for Coopers across Good Food Month channels.
Fairfax Events I Good Food Month 2015
43
Fairfax Events I Good Food Month 2015
Harvey Norman
44
Print advertising A full page Harvey Norman ad appeared in the official event program Website As a major partner, Harvey Normans logo and a link to Harvey Normans website appeared on the Partners Page at sydney.goodfoodmonth.com/partners Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s home page with 243,448 page views across the campaign. Harvey Normans web-tile, appeared for the duration of the campaign across the Good Food Month website, delivering 96,977 impressions and 171 click throughs. http://ad.doubleclick.net/ddm/clk/291485017;118700312;v
Fairfax Events I Good Food Month 2015
45
Fairfax Events I Good Food Month 2015
46
Cathay Pacific Airways
As a Major Partner of Good Food Month and our exclusive airline partner, Cathay Pacific was recognised through digital channels on the Good Food Month website, through Foodie News eDM editions and through social media. Cathay Pacific also had the opportunity to activate at Brisbane Night Noodle Markets held at the Cultural Forecourt, South Bank Brisbane. Cathay Pacific chose to drive a social media campaign with an light installation activated by a hashtag. Market goers were encouraged to take snaps with the large brushwing light installation, post it on a social media with the hashtag: #lifewelltravelled. The space offer seating from 30-40 people, and those who posted on social media, went into the competition to win Cathay competitions. The overall objective was to drive social conversation with a secondary objective to drive data capture and brand awareness/preference. The tall structure stood out at the Markets, being the tallest activation thus far, standing at 8m tall. The activation was commented on from a far, and became a very easy meeting point, for all guests.
Fairfax Events I Good Food Month 2015
Cathay Pacific Airways
47
Print advertising A full page Cathay Pacific ad appeared in the official event program Website As a major partner, Cathay Pacific’s logo and a link to Cathay Pacific’s website appeared on the partners’ page at sydney.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 243,448 across Good Food Month. Cathay Pacific web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 2,376 impressions and 37 click throughs. Foodie News Cathay Pacific featured in one Foodie News with an integrated story. Life well travelled July 30th Opens: 10,563 Clicks: 17 Social Media 4 x integrated stories appeared for Cathay Pacific across Good Food Month channels.
Fairfax Events I Good Food Month 2015
48
Fairfax Events I Good Food Month 2015
Schweppes & Real Iced Tea Co.
49
Drawing inspiration from the river markets of Thailand, Indonesia and Vietnam – where goods are sold from boats – The Schweppes Floating Markets wanted to bring a uniquely Asian experience to the Night Noodle Market. Surrounding the feature of the Floating Markets within the activation space, there were shaded awnings with plenty of seating and tables for the use of patrons. The activation was designed as a welcoming and relaxing space, giving patrons the opportunity to purchase Schweppes products and enjoy their meals, drinks and each others’ company. Real Iced Tea Co. bikes also roamed the markets offering a selection of Schweppes and Real Iced Tea Co. drinks
Schweppes was a major partner of Brisbane Good Food Month returning to Brisbane once again. Schweppes & Real Iced Tea Co. leveraged their partnership across Night Noodle Markets and through product supply at Feature and VIP events. Key objectives were demonstrated at the Brisbane Night Noodle Markets, with the focus on delivering a strong Schweppes brand presence across the Markets and provide a welcoming, engaging and relaxing Schweppes brand and product experience within their activation space
Fairfax Events I Good Food Month 2015
Schweppes
50
Print advertising A full page Schweppes ad and ¼ Real Iced Tea Company ad appeared in the official event program, Website As a major partner, Schweppes’ logo and a link to the Schweppes website appeared on the Partners Page at sydney.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 243,448 hits across Good Food Month. Schweppes’ web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 159,428 (http://www.schweppesaustralia.com.au/Home.aspx ) impressions and 8 click throughs. Social Media 2 x Schweppes integrated stories appeared across Good Food Month channels.
Fairfax Events I Good Food Month 2015
51
Fairfax Events I Good Food Month 2015
Yalumba Wine
52
This was Yalumba’s second year as exclusive wine, and major partner of the Brisbane Times Good Food Month as well as co-presenting partner of the Let’s Do Lunch category, and presenting partner of Sugar rush, and the brand new category; For the love of Wine and Cheese. Yalumba also leveraged their partnership through feature events - Butcher Baker & Winemaker and Vegan and the Vine. BBWM sat under the Talk & Taste category, whilst V&V sat under Food for Good. Yalumba also activated their partnership through product supply at Feature and VIP events.
The Yalumba Brisbane activation was a multi-dimensional space designed to be experienced by visitors in a myriad of different ways. The main Yalumba asset is a 40ft shipping container which transformed into a two-storey platform that offered patrons a prime view of Brisbane River, and Brisbane City. From the second story, market goers could overlook the happenings of the Night Noodle Markets, and enjoy a special range of wines, only offered at the Yalumba Bar activation. This included: Yalumba Y Series Sauvignon Blanc Yalumba Y Series Pinot Grigio Yalumba Y Series Cabernet Sauvignon Yalumba Y Series Viognier Galway Shiraz The Scribbler Cab. Sauv & Shiraz Yalumba Patchwork Shiraz
Fairfax Events I Good Food Month 2015
Yalumba
53
Print advertising A full page Yalumba ad appeared in the official event program Website As a major partner, Yalumba’s logo and a link to Yalumba’s website appeared on the Partners Page at sydney.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website delivering 243,448 hits across Good Food Month. Yalumba’s web-tile advertising appeared for the duration of the campaign across goodfoodmonth.com, delivering 96,871 (http://www.yalumba.com/) impressions and 206 click throughs. Foodie News 3 Course Vegan Feast July 8th Opens: 10,963 Clicks: 73 July 21st Opens: 15,078 Clicks:19 Social Media 4 x integrated posts across Good Food Month channels.
Fairfax Events I Good Food Month 2015
54
Fairfax Events I Good Food Month 2015
55
Thatchers Cider
2015 saw Thatchers second year as exclusive cider, and major partner of The Brisbane Times Good Food Month as well as presenting partner of the Cider & Slider category. Thatchers activated their partnership across the Night Noodle Markets and through product supply at Feature and VIP events. Thatchers brought a welcoming pop up orchard to the Brisbane Night Noodle Markets. Punters were invited to relax on branded bucket seats and under Thatchers branded umbrellas. The activation space stood out among the rest with its warm accents of yellow, low seating and warm wooden furniture
Fairfax Events I Good Food Month 2015
Thatchers Cider
56
Print advertising A full page Thatchers Cider ad appeared in the official event program Website As a major partner, Thatchers’ logo and a link to Thatchers’ website appeared on the Partner Page at sydney.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website delivering 243,448 hits across Good Food Month. Thatchers web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 5,530 (http://brisbane.goodfoodmonth.com/ciderandslider) impressions and 10 click throughs. Social Media 4 x integrated posts across Good Food Month channels.
Fairfax Events I Good Food Month 2015
57
Fairfax Events I Good Food Month 2015
Diageo
58
Diageo continued to lead its partnership as the exclusive spirit and major partner of the Brisbane Times Good Food Month with Tanqueray Gin. Tanqueray also remained as presenting partner of Hats Off Dinners and Bar Hop. Diageo activated the partnership across Night Noodle Markets, through event offers in both Hats Off and Bar Hop categories, as well as through product supply at Feature and VIP events. Diageo chose to lead with ‘The Welcome Bar’ for the Brisbane Night Noodle Markets, encompassing 4 of their major brands Johnny Walker, Bunderburg Rum, Smirnoff & Tanqueray Gin. With the Welcome Bar intending to be a warm and inviting space located at the entry to the Night Noodle Markets, the beautiful decorated 6m container matched its name perfectly. Offering guests a variety of delicious cocktails including winter warming hot barrel cocktails for the colder months of QLD in July The objective of the space was to welcome guests with a range of easy to make cocktails that compliment the food available. The Welcome bar sign will shone from the peak of our bar structure and entrance archway, adorned with ivy and flowers. Warm festoon lights casted additional light over the footprint, creating an outdoor garden party atmosphere.
Fairfax Events I Good Food Month 2015
Diageo
59
Print advertising A full page Tanqueray ad appeared in the official event program Website As a major partner, Tanqueray’s logo and a link to the Tanqueray website appeared on the Partner Page at sydney.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website 243,448 hits across Good Food Month. Tanqueray’s web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 97,352 (http://www.tanqueray.com/en-gb) impressions and 161 click throughs. Foodie News Diageo: Welcome Friends with a whisky spritz July 30th Opens: 10,563 Clicks: 308 Social Media
4 x integrated posts across Good Food Month channels.
Fairfax Events I Good Food Month 2015
60
Fairfax Events I Good Food Month 2015
Accor
61
Print advertising A ¼ page Accor ad appeared in the official event program Website As a Event Partner, Accor’s logo and a link to Accors website, appeared on the Partner Page at sydney.goodfoodmonth.com/partners. The website generated 243,448 hits across Good Food Month. Accors web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 5,434 (http://www.accorhotels.com/gb/hotels-offers/promotion-42105-sofitel.shtml) impressions and 62 click throughs. Foodie News Enjoy a free buffet breakfast July 14th Opens: 13,751 Clicks: 27 Social Media 4 x integrated posts across Good Food Month channels.
Fairfax Events I Good Food Month 2015
62
Fairfax Events I Good Food Month 2015
63
Brisbane Marketing
Print advertising A ¼ page ad appeared for Brisbane Marketing in the Official Brisbane Good Food Month Program Website As a Government Partner, Brisbane Marketing's logo and a link to Brisbane Marketing's website appeared on the Partner Page at sydney.goodfoodmonth.com/partners. The website delivered 243,448 hits across Good Food Month. . Brisbane Marketing's web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 2,143 impressions and 235 click throughs. http://www.visitbrisbane.com.au/south-bank/news/active-parks-dance-program Foodie News A weekend of dining in Brisbane July 2nd Opens: 10, 308 Clicks: 67 Social Media 3 x integrated posts across Good Food Month channels.
Fairfax Events I Good Food Month 2015
64
Fairfax Events I Good Food Month 2015
Brisbane Times Activation
65
Brisbane Times, in collaboration with Good Food Month, ran a social activation to take advantage of all of the photos being taken at the Night Noodle Markets and curated the best of the imagery. Attendees at Noodles could upload their photo onto our Brisbane Times Noodle Box microsite for the chance to win one of three nights out at noodles for them and three friends. Attendees upload their pics and encourage their friends to vote for their photo. The top three images with the highest number of votes won a VIP experience at noodles on the final night. The competition was promoted through the Brisbane Times and Good Food Month social channels along with table decals and pillar signage at the event.
Fairfax Events I Good Food Month 2015
Broadcast Partnership
66
Television
A media partnership was secured with Network 7.
Through the partnership, Good Food Month received
significant TVC exposure.
Channel 7 exposure:
• Brisbane coverage, July 9 – August 9 via 30 second TVC.
• Three Channel 7 weather crosses aired from the Night Noodle Markets.
• Social media presence including a Good Food Month promotion.
Night Noodle Markets Activation:
Channel 7 had a roving social activation to promote their new TV series, Restaurant Revolution.
Fairfax Events I Good Food Month 2015
Radio Partnerships
67
Nova 106.9
■ Activity from June – August
■ What's happening spots
■ 30 second radio commercials
■ Live mentions and Breakfast live reads
■ Street team giveaways
■ Instagram activity
■ On air ticket give-aways promoting Good Food Month in program.
■ Nova activation at Night Noodle Markets
4BC 1116
■ Activity from July– August
■ 30 sec promo pointers
■ Live reads
■ Six mentions of Good food Month events, chefs and interviews
Fairfax Events I Good Food Month 2015
Charity Partners: Oz Harvest
68
For the second year running, Ozharvest is The Brisbane Times Good Food Month’s charity partner. Growing on our successful partnership in 2014, OzHarvest activated two fundraising initiatives at the 2015 Night Noodle Markets. Fortune Cookies were exchanged for a gold coin donation, raising $15,709. Ozharvest cookbooks were sold and information was shared with hundreds of interested market – goers. An outpouring of support came from stallholders also, who donated food at the end of the event which led to the creation of hundred of meals for under privileged Brisbane people. Good Food Month is about celebrating everything food and drink. The festival is also an opportunity to make Brisbanites aware that literally hundreds of thousands of their fellow citizens run out of food each year and cannot afford their next meal. Ozharvest makes huge inroads in this area supporting the local community and highlighting the importance of nourishment and food in our daily lives.
Fairfax Events I Good Food Month 2015
Brought to you by Citi, Good Food Month is set to
be epic this year, with a bulging program of foodie
delights! From an offal themed Breakfast Club at
St Ali, to Sunday Spring Lunches at Estelle,
there’s simply too much to write about, we’ll be so
busy eating it!!”– Urban List Melbourne
Fairfax Events I Good Food Month 2015
7 Marketing
Strategy
70
Marketing objectives
Drive awareness and engagement of the Brisbane Times Good Food Month presented by Citi and position it as a leading food brand, being the second year in the QLD market.
Engage consumers and drive participation, ticket sales (local and national audiences)
Communicate the full Festival offering (Feature events and restaurant/industry events)
Grow positive engagement on social media channels
Drive traffic to goodfoodmonth.com
Generate widespread, positive media coverage
Communication strategy
The Brisbane Times Good Food Month was launched in 2014 as a celebration of Queensland’s burgeoning food scene - from its high-end, fine-dining restaurants to the culinary diversity of local eateries and urban communities. Regional QLD was also on show throughout the month with regional dinners and a focus on education, artisan techniques and the issues surrounding food production today including food ethics and sustainability. We send the message that good food is available to everyone, whether in a restaurant dining room, home kitchen or suburban backyard.
Key events included:
Brisbane Night Noodle Markets returns for the second year - an Asian hawker pop-up style market situated on the river’s edge in South Bank.
Special dinners (Hats Off), lunches (Let’s do Lunch), cocktails and indulgences at the city's best restaurants, bars and hotels.
An afternoon with the Stars featuring top Australian chefs James Viles and Josue Lopez.
Bringing Marque to Brisbane with Mark Best
Editors’ Dinner and Young Chefs’ Dinner with six of the state’s most promising talents.
Fairfax Events I Good Food Month 2015
Marketing Strategy
71
Expansion As part of the Metro strategy to connect with key audiences, Fairfax Events continued to grow Good Food Month in 2015 branching into Canberra, Perth and Adelaide with an expanding program of events.
These new events aim to replicate the successful
Good Food Month model in new markets and
leverage the Good Food Brand.
New in 2015:
• The Canberra Times Good Food Month & Enlighten Night Noodle Markets, 27 February – 8 March 2015
• WA Today Night Noodle Markets, March 18 – 29 2015
• Adelaide Night Noodle Markets brought to you by Good Food Month, in association with Adelaide Festival Centre’s OzAsia Festival – September 24 – Oct 4 2015
Fairfax Events I Good Food Month 2015
Logo
72
The Brisbane Times Good Food Month presented by Citi logo remained the same in 2015. The original rationale behind the design of the logo was to incorporate the Good Food font and colour into the concept - thus integrating and aligning the brand into the Good Food editorial vertical. A national logo was also developed in preparation for the long-term Good Food Month expansion strategy.
Fairfax Events I Good Food Month 2015
Brand DNA
73
Benefit
Good Food Month is a vibrant and inspiring
month-long exploration of food and food culture,
with the excitement of sharing unique food
experiences and the reward that comes from
being engaged socially and discovering
something new. It’s about celebrating good food
in all of its many facets, from fine dining to local
regional events, and bringing the community
together.
Personality
We are:
■ Knowledgeable
■ Entertaining
■ Adventurous
■ Inquisitive
Values
Community
The city comes alive with a festival atmosphere.
Events create exposure to international/local
foods, techniques and cultural traditions. People
come together to share ideas and discover their
city’s food culture.
Inclusiveness
Creates an accessible platform for people
to share a meal in a welcoming and
inclusive environment. Events are for anyone
of any age, gender, race, ability or sexuality.
Authenticity
Techniques, flavours and produce highlight
true craftsmanship and tradition. Creates a
platform for people to try new methods;
where knowledge is shared and expertise
and skill revered.
Fairfax Events I Good Food Month 2015
Target Market
74
Core
Metro skew, with a broad cross section of visitors from regional areas. 30+ yrs, ABC+, interested in food and food events; culturally aware and eager to explore diversities in cuisine. They are more selective about what they eat and where they eat it. When eating out they’ll walk further for a good coffee and wait longer to go to a good restaurant.
Secondary
18-29yrs progressive and active people looking for inspirational food experiences that stimulate their desire to socialise and share a meal.
Positioning statement
A month-long celebration for everyone who enjoys good food.
What differentiates us
Our market leading knowledge and authority. We bring to life the city’s most trusted information sources on eating and drinking in a way that engages and connects the community like no other festival.
Brand essence
A month-long celebration to explore and share good food.
Primary
CORE
Age: 30 – 55 yrs
Skew: Female, married or defacto, DINKS
Geography: Metro and suburbs
Income: ABC
Secondary
Age: 18 -29 yrs
Skew: Female
Geography: Metro and suburbs
Income: ABC+
Tertiary
Age: 35 – 55 years
Skew: Female
Geography: Regional Income: ABC+
Fairfax Events I Good Food Month 2015
Marketing Implementation
75
Stage One
April:
Soft launch
Teaser creative
Program pointer
Stage Two
May – June:
Teaser announcements
June Program launch in paper
Campaign Launch
Key events ticket sales focus
Stage Three
July
Mass Market:
Major category and highlight event focus
Night Noodle Markets focus
Campaign maintenance
Niche audience:
Specific events within the program were promoted via targeted Facebook posts.
Fairfax Events I Good Food Month 2015
Communication Plan
76
Fairfax Events I Good Food Month 2015
Communication Plan
77
Fairfax Events I Good Food Month 2015
Communication Plan
78
Fairfax Events I Good Food Month 2015
A new creative hero was integrated into the existing creative for 2015 to revitalise the Festival brand running across all mediums, including website, press and signage etc. The creative concept, used on the program cover was developed by Fairfax Media’s in house studio and involves a series of illustrations depicting dining and food experiences within Good Food Month. This new piece of creative needed to be executed along with the three previous creative hero images of the salad, dessert and noodle execution. The focal point of each execution was deliberately chosen as a clever interpretation to communicate the key category offerings of Good Food Month:
■ The salad execution is representative of the ‘Let’s Do Lunch’ and fine dining categories
■ The dessert creative was used to communicate the sweet categories, such as ‘Let’s Do Dessert’
■ The noodle dish was used to promote the instantly recognisable and iconic Night Noodle Markets
This visual concept conveys the theme of “celebration” by showcasing striking visuals in eye-catching colours giving a modern, real and contemporary feel with broad appeal. TOTAL MARKETING CAMPAIGN ADVERTISING VALUE:
Marketing value and creative execution
79
Press: $446,084
GFM Program $651,600
Online: $998,000
Social: $19,530
Radio: $55,000
TV: $160,000
Outdoor $100,000
Partner promotion $50,000
Total: $2,480,214
Fairfax Events I Good Food Month 2015
Fairfax Events I Good Food Month 2015
81
Creative Execution
Brisbane | The Sun-Herald Brisbane | The Sun-Herald– QPS Program Pointer
Brisbane | The Sun-Herald - Full Page Ad
Brisbane | The Sun-Herald - QPS Category specific ads
Brisbane | The Sun-Herald - News
Brisbane | The Sun-Herald - News
Fairfax Events I Good Food Month 2015
82
Press Editorial integration of the Brisbane Times Good Food Month logo
Fairfax Events I Good Food Month 2015
Press
83
Fairfax Events I Good Food Month 2015
Press
84
All press advertisements were designed by the Fairfax Media art studio adapting the creative to specific categories and local markets (QLD).
Generic program pointers for Good Food Month started running from mid April across the Brisbane Times and The Sun-Herald Brisbane Mastheads in with the key message – “Good Food Month Returns”.
From April until the end of July press ads ran in The Sun-Herald targeting key markets and notifying readers of upcoming events. These advertisements were a key element of the events’ success in driving ongoing audience engagement throughout the month. Each of the press ads made reference to specific events:
Event specific ads:
■ Let’s Do Lunch
■ Hat’s Off Dinners
■ Night Noodle Markets
Generic ads:
■ Good Food Month Returns
■ Festival highlights
■ Program pointer
Fairfax Events I Good Food Month 2015
Press
85
Official program
A 25 page Good Food Month program was
distributed within The Sun-Herald on June, 7, 2015.
This enabled us to distribute approximately 98,200 copies. The program launch was also supported with a major burst of radio, press and online marketing.
Copies of the program were distributed via event holders and at key Good Food Month and Brisbane Times events through June and July.
Fairfax Events I Good Food Month 2015
Press Schedule
86
Publication Section Ad Size Date Content Cost
Sun Herald 1/4 page strip 26-April Good Food Month Returns
$11,585
Sun Herald 1/4 page strip 29-April
Good Food Month Returns
$11,585
Sun Herald 1/4 page strip 30-April Good Food Month Returns
$11,585
Sun Herald Postcard 09-May Good Food Month Returns
$5,792.56
Sun Herald 1/4 page strip 16-May Good Food Month Returns
$11,585
Sun Herald 1/4 page strip 19-May
Good Food Month Returns
$11,585
Sun Herald 1/4 page strip 27-May Good Food Month Program Pointer
$11,585
Sun Herald 1/4 page strip 01-June Good Food Month Program Pointer $11,585
Sun Herald
1/4 page strip
02-June Good Food Month Program Pointer
$11,585
Sun Herald
1/4 page strip 03-June Good Food Month Program Pointer
$11,585
Sun Herald
1/4 page strip 04-June Good Food Month Program Pointer
$11,585
Sun Herald
Full Page 04-June Good Food Month Program Pointer
$46,340
AFR Half Page 04-June Good Food Month Program Pointer
$23,170
AFR Half Page 05-June Good Food Month Program Pointer
$23,170
Sun Herald 1/4 page strip 05-June Good Food Month Program Pointer
$11,585
Sun Herald 1/4 page strip 07-June Good Food Month Program Pointer
$11,585
Sun Herald 1/4 page strip 07-June Puff across the Front Page $23,000
Sun Herald Full Page 05-July Good Food Month Feature Events Highlights
$46,340
Sun Herald 1/4 page strip 22-July Good Food Month: Hats Off Dinners
$11,585
Sun Herald 1/4 page strip 23-July Good Food Month: Let’s Do Lunch
$11,585
Sun Herald 1/4 page strip 23-July Good Food Month: Let’s Do Lunch
$11,585
Sun Herald 1/4 page strip 27-July Good Food Month: Let’s Do Lunch
$11,585
Sun Herald 1/4 page strip 31-July Good Food Month: Let’s Do Lunch
$11,585
Sun Herald 1/4 page strip 27-July Good Food Month: Let’s Do Lunch
$11,585
Sun Herald 1/4 page strip 02-August Good Food Month: Let’s Do Lunch
$11,585
Fairfax Events I Good Food Month 2015
87
Regional Advertising Schedule
Beaudesert Times 1/4 page strip
Good Food Month $910.00
Beaudesert Times 1/4 page strip
Good Food Month $910.00
Beaudesert Times 1/4 page strip
Good Food Month $910.00
Beaudesert Times 1/4 page strip
Good Food Month $910.00
Fassifern Guardian 1/4 page strip
Good Food Month $1,005.50
Fassifern Guardian 1/4 page strip
Good Food Month $1,005.50
Fassifern Guardian 1/4 page strip
Good Food Month $1,005.50
Fassifern Guardian 1/4 page strip
Good Food Month $1,005.50
Goondiwindi Argus 1/4 page strip
Good Food Month $876.40
Goondiwindi Argus 1/4 page strip
Good Food Month $876.40
Goondiwindi Argus 1/4 page strip
Good Food Month $876.40
Goondiwindi Argus 1/4 page strip
Good Food Month $876.40
High Country Herald 1/4 page strip
Good Food Month $785.00
High Country Herald 1/4 page strip
Good Food Month $785.00
High Country Herald 1/4 page strip
Good Food Month $785.00
Inglewood/Texas-McIntyre Gazette 1/4 page strip
Good Food Month $175.00
Inglewood/Texas-McIntyre Gazette 1/4 page strip
Good Food Month $175.00
Inglewood/Texas-McIntyre Gazette 1/4 page strip
Good Food Month $175.00
Jimboomba Times 1/4 page strip
Good Food Month $910.00
Jimboomba Times 1/4 page strip
Good Food Month $910.00
Jimboomba Times 1/4 page strip
Good Food Month $910.00
Longreach Leader 1/4 page strip Good Food Month $842.10
Longreach Leader 1/4 page strip Good Food Month $842.10
Longreach Leader 1/4 page strip Good Food Month $842.10
Moreton Border News 1/4 page strip Good Food Month $662.50
Moreton Border News 1/4 page strip Good Food Month $662.50
Moreton Border News 1/4 page strip Good Food Month $662.50
North West Star 1/4 page strip Good Food Month $1,182.30
North West Star 1/4 page strip Good Food Month $1,182.30
North West Star 1/4 page strip Good Food Month $1,182.30
North West Star 1/4 page strip Good Food Month $1,182.30
Fairfax Events I Good Food Month 2015
88
Northern Services Courier 1/4 page strip
Good Food Month $746.90
Northern Services Courier 1/4 page strip
Good Food Month $746.90
Northern Services Courier 1/4 page strip
Good Food Month $746.90
Northern Services Courier 1/4 page strip
Good Food Month $746.90
North QLD Register – AG 1/4 page strip
Good Food Month $1,346.00
North QLD Register – AG 1/4 page strip
Good Food Month $1,346.00
North QLD Register – AG 1/4 page strip
Good Food Month $1,346.00
QLD Country Life – AG
1/4 page strip
Good Food Month
$2,458.00
QLD Country Life – AG 1/4 page strip
Good Food Month $2,458.00
QLD Country Life – AG 1/4 page strip
Good Food Month $2,458.00
QLD Country Life – AG 1/4 page strip
Good Food Month $2,458.00
North West Country 1/4 page strip
Good Food Month $1,335.60
North West Country 1/4 page strip
Good Food Month $1,335.60
North West Country 1/4 page strip
Good Food Month $1,335.60
North West Country 1/4 page strip
Good Food Month $1,335.60
Redland Times
1/4 page strip
Good Food Month
$787.16
Redland Times 1/4 page strip
Good Food Month $787.16
Redland Times 1/4 page strip
Good Food Month $787.16
Redland Times 1/4 page strip
Good Food Month $787.16
Brisbane Good Food Guide
1/4 page strip
Good Food Month
$6,000.00
Redland Times 1/4 page strip
Good Food Month $787.16
TOTAL VALUE
$446,084
Fairfax Events I Good Food Month 2015
Marketing Creative
89
Quarter Page Good Food Month Returns
Full Page Good Food Month Returns
Quarter Page Good Food Month Category specific
Fairfax Events I Good Food Month 2015
Online Marketing
90
In 2015, Good Food Month was heavily promoted online – utilising the vast array of digital channels and high audience reach in the Fairfax network. Good Food Month creative received extensive exposure on brisbanetimes.com.au, goodfood.com.au in the following placements:
■ Homepage heroes ■ Major marketing tile (inaccessible to
advertisers – reaching high amount of eyeballs)
■ Web-tile advertising ■ Sidebar tiles ■ Shoestring
Brisbane Times Right Hand Side Tile
Homepage Heroes
Shoestring strap
MREC
Fairfax Events I Good Food Month 2015
Collateral
91
Signage and Collateral
The following pieces of collateral were produced to promote the Festival:
Restaurant Collateral
Distributed to participating food businesses and restaurants
Postcards
Window decals
1x Night Noodle Markets
1 x Good Food Month Generic
Night Noodle Markets
Entry signage
Bar signage
Maps
General
Pull up banners with sponsor logos
Wing banners
Media boards
Decal
Postcards
Fairfax Events I Good Food Month 2015
Outdoor
92
Street Flags
25 x Good Food Month Street Flags were located in high traffic and foodie areas around Brisbane from July 9 - August 9.
Queen Street (Edward to Creek)
Adelaide/ Albert St Intersection
Eagle Street (Charlotte to Margaret)
Eagle Street (Outside 101 Eagle St)
Roma Street (Garrick to Makerston)
Bridge Banners
A new initiative for 2015 was securing 24 x Bridge Banner Flags along Victoria Bridge. This is the main thoroughfare from the CBD to South Bank, so a prime location to promote Night Noodle Markets from July 19 – August 9.
Fairfax Events I Good Food Month 2015
Fairfax Events I Good Food Month 2015 Fairfax Events I Good Food Month October 2013
94
South Bank Outdoor
Through Good Food Month’s partnership with South Bank, we were able to promote the Night Noodle Markets at prime locations around the South Bank vicinity.
Promotional opportunities include:
■ 10 x Cultural Forecourt Concreate Pillars, which were utilised for Night Noodle Markets directional signage and to promote the Brisbane Times social activation
■ Carpark LED screens
■ Boom gate signage
Boom gate signage
Fairfax Events I Good Food Month 2015
95
Social Media
Objectives
Increase brand awareness and engagement
Communicate full Festival offering
Drive various social media audiences to the Good Food Month website DATA taken from: June 1, 2015 – August 20, 2015
Facebook Likes From the start of June through to the end of August the Good Food Month Facebook page has increased in the number of likes. This can be seen in the graph below; with it exponentially rising and peaking during the Festival. These Likes have come from:
Promoted posts from the Good Food Month page
Page suggestions
Shared GFM by followers
Paid Posts
2015Average Daily New Likes
Daily: The number of new people who have liked your Page (Unique Users) 50 2014 Average Daily New Likes
Daily: The number of new people who have liked your Page (Unique Users) 24
Fairfax Events I Good Food Month 2015
Social Media
96
Fairfax Events I Good Food Month 2015
Social Media
97
Fairfax Events I Good Food Month 2015
Social Media
98
Fairfax Events I Good Food Month 2015
Social Media: Audience
99
Reach
Through organic reach, the average daily post engaged with over 560 engaged people and reaching over 1,764 people on a weekly basis.
Average Total Reach
Average Daily Total Reach – 35, 755 Average Daily Total Reach (organic) – 19, 071 Daily: The number of people who have seen any content associated with your Page. Average Weekly Total Reach - 33,922 Average Weekly Total Reach (organic)- 8,796 Weekly: The number of people who have seen any content associated with your Page. Average 28 Days Total Reach – 127, 069 Average 28 Days Total Reach (organic) - 29, 296 28 Days: The number of people who have seen any content associated with your Page. Year on year comparison – 2014 organic figures.
• Average Daily Total Reach: 2,287 • Average Weekly Total Reach: 13,646 • Average 28 Days Total Reach: 30,827
Fairfax Events I Good Food Month 2015
Social Media
100
Top Facebook Posts
Fairfax Events I Good Food Month 2015
Social Media
101
Fairfax Events I Good Food Month 2015
Social Media: Paid Campaign
102
A successful paid social media campaign was undertaken with the majority of the spend facebook as it is the best medium to encourage event attendance. Alongside the facebook ad sets we also boosted posts that would encourage more event attendance. This proved successful, as did the video promotion as it provided a great addition to the campaign to help build awareness.
Medium Clicks Impr. CTR
Facebook 14,437 733,584 0.02%
Video 40 29,817 0.13%
Programmatic 4,397 1,744,509 2.93%
Total 18,874 2,507,910 0.75%
Fairfax Events I Good Food Month 2015
103
Website Clicks Campaign
Ad Set Name Impressions Clicks CTR Post Engagement Asian Cuisine 154,145 7,309 4.74% 5,991
Chinese New Year 195,226 1,105 0.57% 815 Asian Culture 223,201 2,060 0.92% 1,516
Total 572,572 10,474 1.83% 8,322
Campaign Name Impressions Clicks CTR Post Engagement Post: "#Brisbane aspiring food writers and
bloggers..." 23,851 457 1.92% 229
Campaign Name Impressions Clicks CTR Post Engagement Post: "Discover the insider tips, tricks, techniques
and..." 27,923 336 1.20% 205
Campaign Name Impressions Clicks CTR Post Engagement Post: "Fried baby corn smoked salt, Native
Australian..." 7,427 274 3.69% 187
Campaign Name Impressions Clicks CTR Post Engagement Post: "Heading to the Night Noodle Markets?
Simply, snap..." 9,353 385 4.12% 276
Page Like Campaign
Ad Set Name Impressions Clicks CTR (Click-Through
Rate) Page Likes Foodies 19,179 418 2.18% 329 Lunch 23,167 684 2.95% 565
Wine Lovers 13,954 346 2.48% 285 Desserts 4,164 117 2.81% 85 Seafood 14,881 431 2.90% 361 Breakfast 17,113 515 3.01% 426
Total 92,458 2,511 2.72% 2,051
Line Item Impressions Clicks
Food - Afiinity 927,219 338
Brisbane GFM - 160x600 47,650 5
Brisbane GFM - 300x250 340,531 146
Brisbane GFM - 300x600 40,423 24
Brisbane GFM - 320x50 364,701 128
Brisbane GFM - 728x90 133,914 35
Food - Category 817,290 4,059
Brisbane GFM - 160x600 98,408 1,505
Brisbane GFM - 300x250 180,453 1,349
Brisbane GFM - 300x600 12,086 22
Brisbane GFM - 320x50 80,759 34
Brisbane GFM - 728x90 445,584 1,149
Grand Total 1,744,509 4,397
Fairfax Events I Good Food Month 2015
Fairfax Events I Good Food Month 2015
105
Website
Fairfax Events I Good Food Month 2015
Website
106
Website Statistics
There was a major burst of traffic on the Good Food Month website page during the month of June and July.
Statics taken from:
June 1, 2015 – August 31, 2015
Page Total Views 2015
Home Page 243,448
Night Noodle Markets 490,492
Program (download) 5,974
Let's Do Lunch
16,470
Let's Do Dessert 9,723
Feature Pages 23,820
Good Dinner Under $30 17, 229
The Ultimate High Tea 4,656
Breakfast Club 19,459
Hats Off Dinner 11, 263
World Dinners 8,965
Pop Ups 5,371
Instant Expert 2,843
Good Pub Grub 2, 196
Citi Benefits 10, 595
Bar Hop 5,672
Sunday Family Lunch 7,576
Drink Dine 2,187
Biota Dining 3,637
Talk Taste 3,434
Partner 1,579
Art and Food 2,769
FAQ 21,185
Fairfax Events I Good Food Month 2015
Website
107
Fairfax Events I Good Food Month 2015
Website
108
Fairfax Events I Good Food Month 2015
Website
109
Fairfax Events I Good Food Month 2015
Website
110
Fairfax Events I Good Food Month 2015
Fairfax Events I Good Food Month 2015
112
Database Communications
Date sent Email Title Opened % Opened Clicked % Clicked Clicked links within email
Thursday
04/06/2015
Father-Daughter Duo Neil & Josephine
Perry at Growers' Market Saturday | Good
Food Guide's People Choice | Brisbane
Good Food Month Program out Sunday
12, 015 23.5% 635 1.2%
51,188
Good Food Guide 57
Thursday
12/06/2015
Your chance to WIN a dream dinner at Rockpool
| Think.Eat.Save | Brisbane Good Food Month
starts July 9
13, 404 26.3% 4,564 8.9% 51,156 Recipients
OzHarvest 221
Citi Banner 30
Thursday
02/07/2015
Winter Warmers Growers' Market | Brisbane
Good Food Month Win a 5 Course Dinner at
GOMA
10,308 20.1% 1,273 2.5% 51,461 Recipients
Brisbane Marketing 67
Citi Banner 8
Darling Harbour 59
Wednesday
08/07/2015
Brisbane Good Food Month starts
tomorrow | Devour cookbooks like
chocolate ice-cream? Food Bloggers listen
up| Ben Shewry, Mark Best & more
10,963 21.3% 747 1.5% 51, 508 Recipients
Citi Banner 11
Coopers 144
Yalumba 73
Tuesday
14/07/2015
2 for 1 ticket offer to an Afternoon with the Stars
| Events not to be missed at Brisbane Good Food
Month | Your chance to WIN thanks to
OzHarvest
13,751 26.7% 1,177 2.3% 51,605 Recipients
Nova 8
Accor Hotels 27
Citi Banner 6
Tuesday
21/07/2015
Night Noodle Markets opens tomorrow night! |
Top 3 Good Food Month events to try this week
| Ride The Brisbane Wheel
15,078 25.0% 1,099 2.1% 51, 976 Recipients
Brisbane Marketing: Wheel of Brisbane 31
Citi Bank 52
Channel 7 66
Coopers 85
Yalumba 19
Citi Banner 8
Fairfax Events I Good Food Month 2015
113
Database Communications
Date sent Email Title Opened % Opened Clicked % Clicked Clicked links within email
Thursday
30/07/2015
August Growers' Market Pyrmont | Final 10
days of Brisbane Good Food Month | WIN a
Night at Noodles on us Brisbane!
10,563 19.6% 910 1.7% 54,122 Recipients
Diageo 308
Cathay Pacific 17
Citi Bank 15
OzHarvest 24
Thursday
04/08/2015
Brisbane Good Food Month final 5 days | Your
chance to WIN a trip to New York City 11, 330 21.1% 1,438 2.7% 53,969 Recipients
Citi Ad 37
Citi Banner 9
Discover Brisbane 50
Fairfax Events I Good Food Month 2015
Database Communications
114
Thursday 04.06.2015
Friday 12.06.2015
Fairfax Events I Good Food Month 2015
Database Communications
115
Fairfax Events I Good Food Month 2015
Database Communications
116
Fairfax Events I Good Food Month 2015
Database Communications
117
Fairfax Events I Good Food Month 2015
Fairfax Events I Good Food Month 2015
119
PR The national Good Food Month PR is executed by Liquid Ideas, who implement a campaign focussed on engaging trade and consumer media, and building awareness including event registration and attendance across the program. The following statistics capture PR that ran in association with Brisbane Good Food Month
Total pieces of coverage: 93
Total audience reach: 3,633,882
Key PR highlights across the campaign included:
Weekly stories across Good Food and The Sun-Herald
Three TV news segments at the Night Noodle Markets
Extensive coverage through digital media sources such as Concrete Playground, Urban List, My City Life, and multiple bloggers
* based on figures from Media Monitors
Fairfax Events I Good Food Month 2015
Appendix 08
120
01 Good Food Month Research
Fairfax Events I Good Food Month 2015
Fairfax Events
1 Darling Island Road, Pyrmont NSW 2009 Australia
www.goodfoodmonth.com
E goodfoodmonth@smh.com.au
Recommended