NSW Food & Wine Festival

February 7- March 1, 2015

What is NSW Food &

Wine Festival ? An annual celebration of our state’s

finest regional produce, wine and

wine regions, presented through an

exciting mix of food and drinks

events, across Sydney and regional

NSW.

Why be part of NSW Food & Wine

Festival? Feb 7- March 1 2015

• 2015 is the 8th year of this state-wide event

• 44,000 people attended festival events in 2014

• The full NSW Food & Wine Festival program highlights excellence in Sydney

and regional NSW food and wine – businesses, growers and industry

professionals

• The festival marks a successful collaboration between The Sydney Morning

Herald and the NSW Wine Industry Association, with the support of the NSW

government and the Herald’s acclaimed Good Food and Good Food Guide

brands, in print and on-line at goodfood.com.au.

• The Festival launch brings together winemakers, food producers, chefs,

sommeliers, restaurant/hospitality professionals, media and government,

stakeholders.

Consumers and industry professionals alike

are looking for ways to celebrate the local,

regional and seasonal and the excellence of

our food and wine producers. The NSW

Food & Wine Festival plays a major part in

spreading the word, and engaging

consumers in celebrating the very best this

state has to offer!

Who can take part in the Festival

program?

• Restaurants, cafes, food and drinks businesses, provedores.

• Farmers, artisan food producers, regional food groups.

• Wineries and winemakers.

• Sommeliers, drinks experts, bars.

Ways to get involved:

Sydney Cellar Door

February 27- March 1: Hyde Park South

• a signature event of NSW Food and Wine Festival

• up to100 wineries

• 25+ restaurant stalls

• regional producers and tourism activations

• tastings, live music and a great picnic-in-the-park atmosphere

• artisan food producers

Tasting tents, meet the winemaker, food-matching sessions, an artisan food

producers’ market and live music complete the perfect weekend in the park.

• 40,000 people attended Sydney Cellar Door in 2014

• 2014 Sydney Cellar Door attendees rated the event 7.7/10

• 71% said they are likely to attend this year.

• 64% purchased wine for takeaway consumption

Pyrmont Bay Park, Saturday, February 7, 7am-11am

Explore NSW wine and regional produce at Sydney’s oldest premium

farmers’ and producers’ market, at Pyrmont Bay Park.

Between 5000 and 15,000 people attend monthly.

• wine tastings and matchings

• regional produce sampling

• celebrity chef cooking demonstrations

One-off discounted stalls available for all participating wineries and

associated regional producers (POA and subject to approval).

Visit http://www.growersmarketpyrmont.com.au/ for further details.

NSW Food and Wine Festival

at the SMH Growers’ Market

February 07 – March 01

Restaurants, bars, cafes, food businesses, artisan producers and

wineries offer a series of special events, for NSW Food and Wine Festival

only. All winery partners of the festival are invited to join in.

LUNCH WITH NSW WINE, DINE WITH NSW WINE (Major winery partners)

Local produce menus paired with a selected NSW wine at Good Food Guide

ranked restaurants across Sydney and regional NSW.

TOUR THE REGIONS – Sydney (Major winery partners)

Sydney’s hatted Good Food Guide restaurants host one-off celebrations of

regional produce, with guest appearances by some of the state’s top

winemakers.

TOUR THE REGIONS - Regional (All participating wineries)

Regional Good Food Guide restaurants create one-off showcase events with

local winemakers. The opportunity exists to add on tourism packages (winery

tour, accommodation, dinner and brunch etc).

Food & Wine Program

STICKY AND SWEET (All participating wineries)

Discover the latest trends in dessert, matched with a NSW dessert wine.

SPARKLING BRUNCHES AND HIGH TEAS (All participating wineries)

Sip a glass of NSW sparkling wine with a beautiful weekend brunch.

SNACKS AND STREET FOOD (All participating wineries)

Fast fare at bars and casual diners, featuring NSW regional produce and wine.

SPOTLIGHT ON THE STATE (All participating wineries)

Tastings, matchings, meet the producers evenings at leading Sydney and regional

NSW restaurants, bars and cafes.

THE 5 x 4 RISING STARS DINNER (All participating wineries)

Five young chefs, five producers, five sommeliers, five young winemakers... Peer

into the future of NSW food and wine.

GOOD WINE DINNERS UNDER $50 (All participating wineries)

Winemakers show off some wallet-friendly drops, matched with delicious value for

money menus.

Registration available to ALL NSW F&W participating wineries

Food & Wine Program cont.

TASTE THE REGIONS - NEW (All participating wineries)

Showcasing the best of the state with tours of food producers and wineries in regional NSW

NEW MOON BANQUETS - NEW (All participating wineries)

Our best restaurants host a one-off Lunar New Year banquet (on one or several nights) - featuring fine NSW produce and drinks as part of the menu. These can be Asian-inspired restaurants or even hatted/Good Food Guide establishments creating a special menu to see in the new moon

Registration available to ALL NSW F&W participating wineries

Food & Wine Program cont.

Marketing

NSW Wine Strategy • To consolidate and expand Sydney Cellar Door as a major ‘country to

city’ event

• To further build NSW wine sales in leading restaurants, city wine bars,

regional restaurants

• To integrate quality NSW produce into events, including Sydney Cellar

Door

• To increase regional activity and tourism opportunities

• To boost Sydney/NSW’s profile as a global food-and-wine and fine-

dining destination and to explore and exploit flow-on tourism

growth/marketing/editorial opportunities

Logo

Website

Key Marketing Activities Official Festival program: Specturm, SMH January 24

Editorial opportunities across Fairfax Media publications – Sydney Morning Herald, Canberra Times, regional newspapers

Press ads in The Sydney Morning Herald from December, increasing thru January and February

Press ads in the Good Food section during January and February

Press ads in Spectrum section during January and February

Outdoor street flags – approximately 200 in the CBD surrounding the Sydney Cellar Door event

FM radio partner – Smooth FM; AM radio partner – 2UE promotions to increase awareness of the festival

Promotions to Foodie News database 40,000 +

On-line activity at nswfoodandwinefestival.com.au, smh.com.au, goodfood.com.au and third-party/partner avenues

Social media – dedicated Facebook and Twitter campaign to promote the event. Join the conversation!

2014 Marketing Campaign

In 2014 Fairfax Events delivered a

combined total marketing and PR

campaign to the value of over $4

million

SOURCE: Media Monitors

PR & Editorial We will be working closely with PR Company Liquid Ideas in 2015, to

deliver focused editorial across the Fairfax Media network and beyond.

The Sydney Morning Herald and Good Food will play core roles with The

Age, Canberra Times, Brisbane Times and WA Today also featuring.

Social media will also remain a key part of networking and engagement

for NSW Food & Wine Festival and we will be transitioning the audience

we already have from Good Food Month as a foundation for this.

Facebook, Twitter and Instagram will feature prominently.

Facebook/nswfood&winefestival @nswfood&winefestival

#nswfood&winefestival

@sydneycellardoor

#sydneycellardoor

@nswfood&winefestival

#nswfood&winefestival

@sydneycellardoor

#sydneycellardoor

Social Media

Deadlines

Thurs 23 October Expressions of interest open for Sydney Cellar Door and full Festival event program

Sunday 28 December Event registrations close

Saturday 24 January

Sunday 28 December

Proram Published

Final deadline for winery and food stall participation

Thursday 5 February NSW Food and Wine Festival Launch Party

February 27, 28 & March 1 Sydney Cellar Door

Saturday Feb 21 Tour the Regions Dinners (in Sydney restaurants)

Saturday Feb 21 NSW Food & Wine Festival Growers’ Market, Pyrmont Bay Park