TASTE OF LONDON 201116th – 19th June, Regent’s Park

Foodie Heaven - A truly unique event where upmarket and knowledgeable ‘foodies’ come to sample stunning signature dishes from the latest, greatest and most exciting restaurants in London. Coupled with a sublime mix of quality food and drink brands as well as outstanding entertainment, all set in the beautiful surrounds of Regent’s Park.

Taste of London is now The World’s Greatest Restaurant Festival.

Taste Festivals have set a new benchmark for food and drink events worldwide. In 2011 there will be 12 Taste Festivals across the world all based on the flagship event, Taste of London.

THE TASTE CONCEPT

INTERNATIONAL TASTE FESTIVALS

•50,000 visitors to a sell out show •Rick Stein and Heston Blumenthal made debut appearances•Taste of London generated massive TV and Radio coverage on

site including BBC Weather, BBC London Tonight and BBC News • The quality of the offering and effort put in by restaurants,sponsors and exhibitors created what was widely regarded asthe best Taste of London yet!•Best In Taste Awards – Judged by Joe Warwick, Kate Spicer,Charles Campion, Bill Knott and Tom Parker Bowles. Winnerswere announced at the Gala Evening - 1st - Trinity - Pigs trotters 2nd - Fino - Cochefrito suckling pig 3rd - The Modern Pantry - Chermoula baked river

trout

2010 HIGHLIGHTS

• Enjoy discovering and tasting new dishes and unusual ingredients

• Care passionately about the food that they eat and where it has come from

• Aged 25-54• Value good quality food and are not particularly price

sensitive• Are knowledgeable about food and drink and like to impress

their friends with their ‘foodie’ insights• Enjoy eating at the best restaurants in the UK

TASTE OF LONDON VISITOR

VISITOR PROFILE

• 50,000 visitors

• 62% Female : 38% Male

• 76% AB Audience

• £66,751 Mean Household Income

• Average age 35

• 60% of visitors from Greater London and a further 25% from the

South East

• 70% attend to taste the food

• 64% attend to have a good day out

• Visitors spend an average of £30 in crowns and a further £37 in

sterling

THE TALENT

• Benares• Bentleys Oyster Bar and Grill• The Cinnamon Club• Dinings• Fino• Launceston Place• Le Gavroche• L’Anima• Maze• Mennula• Odette’s• Trinity• Refettorio• Rhodes 24• Theo Randall• Tom’s Kitchen• Yauatcha

WORLD CLASS RESTAURANTS

• As a Taste of London sponsor, your brand will be at the forefront of experiential marketing.

• Tell us your objectives and we will provide you with a tailored opportunity that will deliver for your brand.

• Taste of London sponsors in 2010 included:

SPONSORSHIP

TASTE OF LONDON MARKETING

The Taste of London promotional strategy is a three month marketing and PR campaign aimed at bringing key messages to life.

• Utilising a raft of media to ensure quality and consistency the campaign is a mix of TV, print, online, direct mail, radio, leafleting, and extensive PR, all valued in excess of £3 million• ATL and BTL advertising worth £1million• 1,000,000 postcards• 100,000 Direct Mail activity• Adverts and media campaign which runs through titles such as:The Times, The Sunday Times, Observer Food Monthly, Metro, Evening Standard, Delicious Magazine, Waitrose Kitchen• 50,000 event guides and menu cards• Event website: www.tastefestivals.com/london

.

Phase IJan – March

Phase IIApril

Phase IIIMay & June

GENERATE BUZZ BUILD AWARENESS DRIVE TICKET SALES

Direct Mail –Taste Fans

Online Campaign/Viral Offer

Launch PR

Partnership OffersEstablished

Partnership OffersDirect & Online

Ongoing Advertising

Launch/Long Lead PR

Outdoor Advertising

Online Campaign

Launch PRNewspaperAdvertising

Partnership Offers

Restaurant Material& Collateral

1hr Drive Door Drop Distribution

Comp Ticket Campaign

Product Information

Door Drop Distribution

VIP Event

TASTE OF LONDON 2011

.Moving Forward – The World’s Best Restaurant Festival

• The world’s best chefs

• The world’s best restaurants

• The world’s best festival

• The world’s best food and drink brands

• The world’s best foodie experience and inspiration

• Attract the most foodies, most beautiful and most

influential people to be our visitors

REGIONAL TASTE EVENTS

Venue: Inverleith Park Dates: 3RD – 5TH JuneDuration 3 days, 6 SessionsKey Partners: Scottish Power, Waitrose, Peugeot, Laurent Perrier,

Seafood Scotland, San Pellegrino

Taste of Edinburgh delivers:• 22,500 visitors• £56,000 average household income• 73% AB audience• 62% female : 38% male• 12 restaurants, including Scotland’s Michelin star

restaurants• 100 Exhibitors

REGIONAL TASTE EVENTS

Venue: Canon Hill Park, BirminghamDates: 15th – 17th July 2011Key Partners: Heart of England FineFoods, Waitrose, Peugeot, Brindley Place, AEG

Taste of Birmingham delivers:•Licensed to Marketing Birmingham•15,000 visitors• £57,856 average household income•72% AB audience•57% female : 43% male•17 restaurants, including Birmingham’s three Michelin star restaurants.•Thursday night “Taste of Business” VIP networking event

Taste Calendar 2010 / 2011

Taste of Christmas 2010, 3rd – 5th December, ExCel London30,000 expected footfall

Taste of Edinburgh 2011, 3rd – 5th June, Inverleith Park,22,500 expected footfall

Taste of Dublin 2011, 9th – 12th June, Iveagh Gardens, 25,000 expected footfall

Taste of London 2011, 16th – 19th June, Regent’s Park, 50,000 expected footfall

Taste of Birmingham 2011, 15th – 17th July, Cannon Hill Park, 15,000 expected footfall

TASTE OF LONDON 2011