2014 SMH Good Food Month presented by Citi by Good Food Month

Event Report 2014

Fairfax Events I Good Food Month October 2014

Contents 01

Introduction and Thanks

Snapshot

Feature Events

Night Noodle Markets

24 â&#x20AC;&#x201C; 36

Good Food Month Program

40 - 73

Partners

75 - 97

Marketing

99 - 152

Canberra Times Good Food Month

154 - 156

Appendix

9 - 22

158

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Fairfax Events I Good Food Month October 2014

Introduction and Thanks The Sydney Morning Herald Good Food Month presented by Citi turned sweet 16 in 2014 with a lively and engaging program and some fabulous fun for food lovers across Sydney and regional NSW.

Joanna Savill Festival Director, Good Food Month Editor, The Sydney Morning Herald Good Food Guide 2015

The ever-popular Night Noodle Markets in Hyde Park smashed attendance records, drawing more than 550,000 visitors to this colourful playground of lighting installations, delightfully themed seating areas and clever activations. And the Asian-inspired street food from leading Sydney and Melbourne restaurants was excellent too! After expanding into Sundays, with more than 50 restaurant stalls, four bars and a dozen activation spaces (courtesy of our valued partners), we almost doubled the record-breaking 295,000 who came in 2013. We also exceeded our targets for waste diversion from landfill (up to 87%) and patrons donated a massive $28,500 to our charity partner Oz Harvest – another significant increase on 2013. It wouldn’t be Good Food Month without stellar international visitors . These included Australian maestro David Thompson of Nahm in Bangkok (ranked #1 in Asia) who joined a posse of Australian colleagues for Asia Town - a pop-up street food festival on The Star’s glorious Sky Terrace. With tastings and demonstrations by the likes of Neil Perry (Spice Temple/Rockpool), Dan Hong (Mr Wong, Ms G’s) and Luke Nguyen (Red Lantern), it was a magical afternoon. London-based chef, restaurateur, TV personality and author Yotam Ottolenghi packed in the crowds at sell-out lunches, dinners and talks – including two back-to-back sessions at Sydney Opera House. A delightful guest, Yotam was genuinely impressed with the welcome he received as well as the breadth and depth of Good Food Month itself. Meanwhile, Hats Off Dinners, Let’s Do Lunch, Supper Club, Good Pub Food and many other individual event offers (more than 450 in all) entertained huge numbers across the month. With this year’s expansion into Brisbane and a stand-alone program in Canberra, it’s been an extraordinary year. We thank all those who contributed to our success – from our valued partners, stakeholders and supporters to our talented colleagues at Fairfax Media.

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Fairfax Events I Good Food Month October 2014

Snapshot

The Sydney Morning Herald Good Food Month presented by Citi is where Australia’s largest food festival began. • The festival ran from October 1-31, 2014.

• It included around 450 individual events across NSW. • More than 1,010,000 people attended Good Food Month events throughout October. • Let’s Do Lunch was the most popular category with 64 venues taking part, followed by Bar Hop with 50 registrations and Good Pub Food with 33. • More than 350 individual restaurants participated across the program. • More than 550,000 people attended the Night Noodle Markets in Hyde Park. • 19% of attendees were new to Good Food Month and 93% are likely to attend again in 2015. • Patrons’ satisfaction with Good Food Month was 7.7 (up .4 on 2013). • 87% of waste at Night Noodle Markets was diverted from landfill. • Our charity partner OzHarvest raised enough money to fund 80,000 meals to those in need.

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8 Fairfax Events I Good Food Month October 2014

Feature Events

Good Food Month truly embraced Sydney’s food culture and showcased fantastic local and international chef talent. The opening weekend celebrating the beauty of barbecue at The Sydney Morning Herald Growers’ Market with Good Food personalities Adam Liaw and Frank Camorra on the Market Chef Stage. The Parisian food festival, Omnivore World Tour, also returned for the opening weekend, bringing together international Francophile chefs and bright young Australian stars to showcase new ideas in a series of demonstrations and dinners. Australia’s foremost expert in Thai cooking, David Thompson wowed guests when Nahm (#1 on The World’s 50 Best Restaurants list for Asia) took over Quay restaurant for one evening only. David also entertained (and fed!) guests at the funfilled Asia Town Street Food Festival, along with fellow star chefs including Neil Perry, Dan Hong and Luke Nguyen. And who could forget the ever-popular Night Noodle Markets which saw more than half a million noodle-lovers visit Hyde Park across the 17-night event? To top it all off, the champion of the humble vegetable, and food-hero of many a home cook, London-based author, chef and food personality Yotam Ottolenghi descended on Sydney, much to the delight of his many and very dedicated fans.

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The Sydney Morning Herald Good Food Month Launch The launch of The Sydney Morning Herald Good Food Month presented by Citi was held this year at Merivale’s newest venue, Coogee Pavilion in Coogee Bay on September 30. The beautifully renovated beachside bar and restaurant with a sea breeze was the ideal location for the event’s 400 guests. Food stations and plated canapes fed the crowds who also enjoyed drinks from Yalumba Wine, Coopers Beer, Thatchers Cider, Tanqueray Gin, Schweppes and Real Iced Tea Co. The evening was hosted by Good Food Month Festival Director, Joanna Savill with speeches by Kate Cox, The Herald’s National Food & Wine Editor and Linda Duncombe, Citi ‎Australia’s Managing Director - Marketing, Digital and Customer Experience. The launch was attended by Good Food Month partners, media and government representatives as well as restaurateurs, chefs (including the visiting Omnivore chefs), Shoot The Chef finalists and industry figures.

Fairfax Events I Good Food Month October 2014

Barbecue Madness Launching into spring â&#x20AC;&#x201C; and Good Food Month â&#x20AC;&#x201C; with a hit of smoke and sizzle was Barbecue Madness day (October 4) across Sydney and regional New South Wales. There were seven Barbecue Madness events this year. From Terrigal to Walsh Bay barbecue feasts put an array of different food cultures on display. Aussie barbecues got a Persian makeover at the Persian Room and Woolloomooloo became Deutschland for the day with German sausages and wooden keg tapping. 15,000 people enjoyed Barbecue Madness day with Good Food Month in 2014.

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The Sydney Morning Herald Growers’ Market To kick things off with a sizzle, The Sydney Morning Herald Growers’ Market at Pyrmont put on a special barbecue-themed spread with Good Food columnists Frank Camorra and Adam Liaw – arguably our most-attended ‘Growers’ ever. 2014 celebrated 16 years of the Growers‘ Market. So a celebration was in order at this premium fresh-food market, held on the first Saturday of every month throughout the year (except January) with around 70 loyal stallholders. The largest market of the year was attended by 7000 visitors. Guest ‘Market Chefs’ Frank Camorra (MoVida) and Adam Liaw (former MasterChef winner, TV chef and cookbook writer) demonstrated their culinary skills on a barbecue theme on the SMEG stage. Ticketholders enjoyed two sell-out cooking demonstrations, a meet and greet with the chefs and the chance to enjoy the chefs’ dishes for a barbecue brunch. Thatchers cider, Yalumba wines and Schweppes flavoured mineral waters provided refreshment on the warm spring morning. Produce featured on stage came from Darling Mills Farm, Chop Shop Carnivorium, The Bread and Butter Project, Rylstone Olive Press, Grimas, Pepe Saya and Blue M Foods.

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13 Fairfax Events I Good Food Month October 2014

Harvey Norman at Growers’ Harvey Norman returned to the Good Food Month edition of The Sydney Morning Herald Growers’ Markets at Pyrmont Bay Park on October 4, 2014. Harvey Norman and appliance partner Breville combined to create the best looking Brekkie Bar that Growers’ has seen, with three stations inside the activation demonstrating Breville coffee machines, blenders and juicers. Growers’ patrons were able to walk through the space and watch demonstrations before tasting samples from each section and with purchase of any product, consumers entered a draw to win a fresh fruit and vegetable delivery to their home. All sample produce was sourced from the Growers’ Market stallholders, with fresh fruit and vegetables provided by Grima’s Farm Fresh Produce and coffee beans from Toby’s Estate.

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Accor at Growers’ The Accor Group activated at The Sydney Morning Herald Growers’ Markets for the very first time on October 4, 2014. Accor’s Writers in Residence program and M Gallery brand was on show through a pop-up library. The stylish library was set up next to the boardwalk in Pyrmont Park and included a bookcase, coffee table, couch and reading lamp. The furniture was set in front of a printed wall paper and on a quality timber flooring, all adding to the quality of Accor’s activation. Guests were encouraged to take home a complimentary book from the library, and also pose for happy snaps with the on-site photographer. This proved popular with Polaroid prints displayed on the pinboard over the day – including shots of our very own Festival Director Joanna Savill and guest chef Frank Camorra! Sophie Woodman represented Accor and M Gallery on stage in a Q&A with Joanna Savill as she discussed the Writers in Residence program, and the M Gallery Brand itself.

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Omnivore World Tour The world wide festival of ‘la jeune cuisine’ (young chefs and new ideas) was welcomed back to Sydney as part of Good Food Month 2014. The original Omnivore is held in Paris annually but travels the globe each year – from Shanghai to Moscow, Istanbul to Sydney. From October 2 – 4, 16 chefs from five countries focused their culinary talents for a series of masterclasses, the signature Pop Up and Amazing Dinners and a lively Omnivorous party at the Australian National Maritime Museum. Collaborations between some of Sydney’s most interesting kitchen talents including Nomad’s Nathan Sasi (pictured) and French, Belgian, Canadian and New Zealand-based chefs showcased their culinary creativity and inventive cooking techniques.

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Yotam Ottolenghi Almost 1000 people came to see Israeli-born London-based celebrity Yotam Ottolenghi - our most popular international guest ever. His events sold out in record time and were a huge hit with fans. Yotam engaged and thrilled guests at a lunch and dinner at Surry Hillsâ&#x20AC;&#x2122; hatted Nomad restaurant, alongside wonderful locally based chefs Michael Rantissi of Kepos Street Kitchen, Somer Sivrioglu of Efendy, Simon Zalloua of Sefa Kitchen and the legendary Christine Manfield on dessert.

Yotam drew a fascinated crowd to the Studio at Sydney Opera House, in conversation with Joanna Savill. Yotam was our guest in partnership with Random House Australla, publishers of his new book: Plenty More. Hundreds of copies were sold throughout his visit, with ticketholders queuing patiently for personalised signings.

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Asia Town with David Thompson This rooftop street food festival took place under sunny skies at The Star’s Sky Terrace on Sunday 19 October. David Thompson, Dan Hong, Neil Perry, Luke Nguyen, Chui Lee Luk and the talents behind Sokyo, Golden Century, Ramen Ikkyu, Cho Cho San and Melbourne’s Kong and Chin Chin got together to create a one-off foodlovers’ paradise overlooking Sydney Harbour. 600 guests mingled with chefs throughout the day, watched them prepare delicious dishes in mini restaurant tents and then shared their tasting experience first hand. They also had the opportunity to see the dishes prepared on the SMEG stage, co-hosted by Good Food’s Callan Boys, and Festival Director Joanna Savill. Great drinks from partners Tanqueray, Schweppes, Coopers, Yalumba and Thatchers Cider were also included in the ticket price and Kieran Tosolini from RivaReno gelato kept things cool and sweet into the early evening.

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19 Fairfax Events I Good Food Month October 2014

Shoot The Chef presented by Canon and Accor Group Shoot The Chef is an annual competition in the Good Food Month calendar that combines Australia’s passion for food and photography. In 2014 the competition was run by Fairfax’s Clique Photographic Association as its monthly assignment for Clique members and one-off entrants alike. The competition was open nationally and challenged photographers literally to ‘shoot a chef’. Subjects included everyone from professional chefs to cooks in the kitchen and children lamenting the imminent demise of the family chooks. A total of 306 entries was judged by The Herald’s Photo Editor Mags King, Festival Director and Good Food Guide editor Joanna Savill, Good Food’s National Food and Drink Writer Callan Boys and Canon ambassador and blogger, Matt Glastonbury . A month-long exhibition of the 24 finalists was held at the Accor Group’s Pullman Sydney Hyde Park. The hotel hosted the finalists, media, Good Food Month partners, photographers and bloggers at the awards night and launch event, offering a beautiful selection of canapés from their “Tapastry” menu alongside drinks provided by Good Food Month partners The grand prize was won by James Ross of Melbourne for Holly (above right) – a portrait of a feisty young chef at Melbourne’s Mamasita. James received a Canon EOS 70D DSLR camera with EF-S 18 135mm f/3.5-5.6 IS STM Standard Zoom Lens, EF 50mm f/1.4 USM Portrait lens, and a $2500 Canon equipment voucher. The monthly Clique prize was awarded to Corinna Lueg of Sydney for Six Chicks (pictured right). Her prize included a Canon Pixma Pro-100 Printer, a 12month membership to Creative Cloud from Adobe, a framed 16x12 inch print, and a portfolio review by a Fairfax photographer.

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Fairfax Events I Good Food Month October 2014

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Young Chefs Dinner The 15th annual Young Chefs dinner gave guests the opportunity to join the rising stars of Australian hospitality at one of Good Food Monthâ&#x20AC;&#x2122;s favourite events.

In keeping with tradition, it was held at the Best New Restaurant from the 2014 The Sydney Morning Herald Good Food Guide - the Merivale Groupâ&#x20AC;&#x2122;s fabulous Mr Wong. Six talented new generation star chefs prepared a sensational six course shared menu. Behind the stoves were Hanz Gueco (Cafe Paci), Aiden Stephens (Bentley Restaurant + Bar), Kieren Delaney (Sixpenny), Khahn Nguyen (Mr Wong), Jason Margaritis (Spice Temple) and The Sydney Morning Herald Good Food Guide Young Chef of the Year (and Josephine Pignolet award winner) Julian Cincotta (Nomad).

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Fairfax Events I Good Food Month October 2014

Night Noodle Markets

October 10 – 26, 2014 Once again the Night Noodle Markets was a highlight of The Sydney Morning Herald Good Food Month, bringing record numbers of Sydneysiders and visitors into Hyde Park for an evening of food, drinks, music and socialising. ‘Lucky Cat’ was a huge hit this year and was seen all over social media using the #noodlemarkets hashtag. This year saw some big restaurant names such as Fat Noodle, Gelato Messina and Hoy Pinoy join the Sydney event and they certainly had their share of long lines. Sunday trading was introduced this year for the first time and proved to be an incredible success for an early dinner especially among families.

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Night Noodle Markets Launch More than 150 people attended the Night Noodle Markets Launch Event on October 10, held at The Temporium by Mercedes-Benz. The incredible timber dome provided a magnificent setting and talking point for visitors to the opening night. With the greater Night Noodle Market crowd buzzing in the background, guests enjoyed a choice of dishes from: • Bao Stop • New Shanghai • Woofy’s Asia Dog Guests also enjoyed a selection of drinks from our beverage partners: • Yalumba wines • Coopers Beer • Thatchers Cider • Tanqueray Gin and Tonics • Schweppes mineral waters • Real Iced Tea Co. Drinks` The evening was hosted by Festival Director, Joanna Savill and attended by Good food Month partners, stakeholders, media and VIPs.

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Noodles Numbers • 52 food stalls, 2 food trucks • 4 bars, live entertainment • 554,540 visitors over 17 nights • 39% of Night Noodle Markets visitors attended more than once. 52% purchased from more than 1 stall. • 52% spent money at other City venues on the same evening, spending an average $30 a head. • 85% of visitors believe the Night Noodle Markets are an iconic Sydney event, with 40% ranking it as their favourite Sydney event.

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Citi The recognisable Citi VIP space returned to Night Noodle Markets, with its canopy of lights on a raised seating area for Citi customers to relax in. The Citi private bar was located under a marquee and wooden tables and chairs filled the space outside. The hugely popular Citi Concierge service provided Citi customers with dishes from Citibank Dining Program restaurants East Ocean and Chat Thai. Citi also partnered with Chefs Gallery Restaurant to show Citi and Night Noodle Market customers how to create hand-made noodles from scratch. The show drew quite a crowd! A free copy of The Sydney Morning Herald Good Food Guide 2015 was given to the first 10 customers to place an order through Citi Concierge each night. Citi were also the exclusive ATM provider at Night Noodle Markets and were in high demand as the unprecedented crowds rolled through Hyde Park. More than $1,100,000 was withdrawn from the three terminals inside the park alone over 17 nights.

Signage at the Night Noodle Markets included:

• • • •

Citi logo in lockup on every stall and bar Citi logo in lockup on all event / directional signage Branded scrim fencing at the perimeter Additional Citi CCBs located around the Noodle Markets

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Coopers The Coopers Beer Garden was again a crowd favorite at the Night Noodle Markets. 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

Coopers was served at all four main bars at the Night Noodle Markets.

     

Coopers Original Pale Ale Coopers Sparkling Ale Thomas Coopers Celebration Thomas Coopers Artisan Coopers Light Sapporo 650ml

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Harvey Norman Harvey Norman adapted their Brisbane Night Noodle Markets activation to include more seating, colour-coordinated trees with hanging appliances , an origami wall loved by â&#x20AC;&#x2DC;selfieâ&#x20AC;&#x2122; enthusiasts and a popular DJ turning the Harvey Norman area into a dance-floor until the lights went out each night.

Harvey Norman showcased a range of small appliances from Trent & Steele, displayed in plywood crates and hanging from the prop trees and huts. Two huts were built to house the DJ and competition entry tablets, where consumers could vote for their favourite colour and get the chance of winning a Harvey Norman Gift Card to spend instore. Harvey Norman staff were on site to assist customers and talk through the range available for purchase online. Products for sale were offered at a special Night Noodle Markets discount of 20%. Free WIFI was also available at the Harvey Norman area.

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Cathay Pacific Cathay Pacific set imaginations running at the 2014 Night Noodle Markets with a pop-up cinema screen, offering a taste for some of the original Asian Hawker Markets from Shanghai, Hong Kong, Tokyo.

The focal point of the Cathay Pacific activation was an 6m x 12m inflatable screen which cut a bold figure on the Night Noodle Markets skyline. The branded projector cast pictures onto the screen with music and branded ottomans putting the finer touches on the space. Cathay Pacific ran a promotion whereby individuals could win a trip to an Asian destination of their choosing. This required guests to photograph themselves in front the big screen and tag #TasteAsiaWithCathay along with their preferred city - either #Tokyo, #HongKong or #Shanghai. With eyes glued to the screen and travel chatter filling the air, the Cathay Pacific activation provoked thoughts of a love of good food combined with travel.

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Schweppes & Real Iced Tea Co. Schweppes and Real Iced Tea Co. brought the colourful and engaging Hawkers Square to the Night Noodle Markets in 2014 Under a canopy of parasols, Schweppes scattered crate and pallet tables and chairs where consumers could relax with friends. Each crate was branded either #SchweppesAu or #RealIcedTea Schweppes commissioned local Sydney artists to create an mural of different Asianthemed drawings over 17 nights. Each night a new artist would begin drawing over the previous artists’ work. The Schweppes activation also included a pop-up bar as well as two roaming Real Iced Tea Co. branded bikes which served Real Iced Tea Co. Peach and Lemon, Schweppes Natural Mineral Water and Lemon & Lime Mineral Water as well as Cool Ridge water. All of the main bars served refreshing Schweppes and Real Iced Tea Co. nonalcoholic drinks including:       

Cool Ridge Water Real Iced Tea Co. Peach Real Iced Tea Co. Lemon Real Iced Tea Co. Green Citrus Schweppes Natural Mineral Water Schweppes Lemon & Lime Mineral Water Schweppes Orange and Mango Mineral Water

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Yalumba Yalumba Wine designed and built a branded freight container that transformed in to a stylish wine bar and seating area with an upstairs viewing point. The Yalumba Festival Garden was positioned in a central location providing consumers on the top-deck with a unique view across the market. A DJ played from inside the container and Yalumba branded tables and stools gave consumers a creative place to sit with friends while enjoying the hustle and bustle of the markets. The interior of the bar included a branded back-wall made of wood from the Barossa Valley and wine bottles. Consumers were invited to enter a competition to win a $150 dinner at Sake Restaurant plus a bottle of Patchwork wine each night. The prize could be won by texting “noodle” to a number provided or by having their photo taken in the Yalumba Festival Garden - this could be emailed to them or shared on social media using #noodlemarkets and #yalumba The following range of wines was on offer at all the main bars: • Yalumba Y Series Sauvignon Blanc • Yalumba Y Series Pinot Grigio • Yalumba Y Series Cabernet Sauvignon • Yalumba Y Series Shiraz The following wines were also exclusively on offer at the Yalumba Wine bar: • Yalumba Eden Valley Viognier • Yalumba Eden Valley Roussanne • Yalumba Old Bush Vine Grenache • Yalumba The Strapper Grenache Shiraz Mataro

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Thatchers Thatchers once again provided one of the crowdâ&#x20AC;&#x2122;s favourite spaces. The timber build, splashes of bright yellow, greenery and energetic DJs proved a recipe for success and the Thatchers Orchard was packed each night. Fun upturned wooden bucket stools, yellow timber deck chairs and big yellow cushion bags offered plenty of comfy seating for all. At the centre stood a large apple tree, complete with hanging apples and an apple picking ladder. Festoon lighting stretched across the spacious lawn lighting up the orchard.

A variety of DJs played from a custom built wooden wagon. #Thatcherscider and #noodlemarkets were promoted on signage hanging from the DJ wagon. The yellow Thatchers colour palette extended to the bar area where yellow crowd control barriers with Thatchers and Night Noodle Markets branding were used to form queues for the bar. A back wall was erected to display Thatchers Cider bottles and apples. Thatchers Cider was served at all four main Night Noodle Markets bar, and with the purchase of four Thatchers Cider, consumers could redeem a free Thatchers picnic rug.

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Tanqueray Tanqueray Gin continued their sponsorship of Good Food Month with a fun and engaging activation at the Night Noodle Markets. The Tanqueray Gin Lounge was set under a truss of green vines and fairy lights, with garden benches and tables. An LED lighting feature hung from the centre of the truss with a dance floor lit up underneath. Hanging Tanqueray bottles added subtle branding to the lighting feature. A crescent moon sculpture was also part of the activation, giving consumers a fun photo opportunity to share and hashtag. The theme continued to the Tanqueray Bar with a back wall covered in vines and a hanging ‘Tonight we Tanqueray’ sign, inviting customers to try a ‘Tanq and Tonic’. The relaxing, fun atmosphere created by a selection of different singers, bands and DJs were enjoyed by many visitors across the 17 nights. All bars across the Night Noodle Markets site served the signature ‘Tanq and Tonic’ with lime. Branding included a large ‘Tonight we Tanqueray’ sign on the marquee and inside the bar, as well as the popular green Tanqueray Copa glasses.

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Mercedes-Benz In 2014 Mercedes-Benz launched its partnership with Good Food Month in Sydney by designing a unique and architecturally impressive activation for the Night Noodle Markets The Temporium by Mercedes-Benz was built from timber and steel, with sculptures and light fixtures designed by internationally acclaimed sculpture artist Alex Greene. Each night, The Temporium would light up with an array of colours circulating around the structure, creating a vibrant backdrop to the markets at night. A Mercedes â&#x20AC;&#x201C;Benz C 300 BlueTEC HYBRID was displayed on a raised stage under The Temporium frame. Stylish black and exposed wood tables, chairs and stools provided consumers with a luxury seating experience.

Two TV screens were hung inside The Temporium streaming images from the Night Noodle Markets as well as photos shared by Market visitors using #Mbtemporium. Visitors were invited to enter a competition to win 2 tickets to A Mediterranean Feast with Yotam Ottolenghi at Nomad, on tablets displayed around the car and held by Mercedes ambassadors roaming in and around The Temporium. Mercedes-Benz partnered with three popular foods-stall holders to provide exclusive offers at the Night Noodle Markets 1. Longrain 2. Mamak 3. New Shanghai Branded chopsticks were distributed to guests at VIP functions held at The Temporium.

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Exclusive SMH Subscriber Area For the first time The Sydney Morning Herald created an exclusive VIP subscriber space at the Night Noodle Markets. SMH subscribers were able to secure a seat in the space for free, and enjoy priority service at a nearby food vendor, Lets Do Yum Cha. Each subscriber had the option to book up to five tickets each, meaning they could enjoy this benefit with friends and family. The VIP area was created to reward SMH subscribers for their loyalty, and was designed to be welcoming, relaxed and informal. The distinct ‘bamboo teepees”’ were a key feature and talking point for guests and the general public. Across the 17 days over 4,500 seats were booked in the space. Feedback from subscribers showed that 92% were either very satisfied or satisfied with the experience - a fantastic result for our first year.

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Program Overview

There was a total of 29 event categories in the Good Food Month program for 2014.

450 events were held by restaurants, bars and other food businesses under the Good Food Month umbrella, attracting around 500,000 people across the month.

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Butcher, Baker & Winemaker presented by Yalumba Yalumba Wine once again hosted their popular Butcher, Baker & Winemaker event at Victor Churchill as part of the Drink & Dine category. Yalumba winemaker Kevin Glastonbury unlocked the 165-year-old winery’s cellar for a gastronomic journey featuring Victor Churchill’s finest cuts of meat and Iggy’s bread, paired with award-winning wines.

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Vegan & The Vine presented by Yalumba Yalumba Wine introduced the inaugural Vegan & The Vine event as part of the Sydney Good Food Month in 2014, held at Rozelleâ&#x20AC;&#x2122;s famous Harvest Vegetarian Restaurant Australiaâ&#x20AC;&#x2122;s greatest winemaker Louisa Rose hosted a vegan feast paired with vegan wines from Yalumba. Louisa explained sustainable winemaking, why all her wines are vegan-friendly and also shared her own cooking and farming experiences.

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The Cook, The Blogger & The Photographer presented by Canon

Produced by Clique Photographic Association, The Cook, The Blogger & The Photographer presented by Canon took an audience of amateur photographers through the perfect food frames, from the dishes to the props and lighting. Television presenter and MasterChef winner Adam Liaw, noodlies.com food blogger Thang Ngo, Fairfax photographers Edwina Pickles and Steven Siewert and Canon ambassador and MasterChef contestant Billy Law showed attendees the secrets of a food shoot and shared their individual photography experience. Canon staff were on hand to assist the audience with Canon photographic equipment as well as Canon printers. 10 audience members were invited to partake in a photography class using Canon cameras and conducted by Steven Siewert. The photographs were then judged by Billy Law and the winner went home with Canon prizes.

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Breakfast Club Brekkie is the new black: the best way to catch up with friends. Special set breakfast menus were offered at top Sydney cafes (from The Sydney Morning Herald Good Cafe Guide). Weekdays only. $20, including a day-starting tea or coffee. 17 cafes and restaurants took part in Breakfast Club 2014.

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Let’s Do Lunch presented by Yalumba, Coopers and Schweppes

Just $38 for a main course and more: including a matched glass of Yalumba wine, or Coopers beer, or Schweppes flavoured, sparkling or still mineral water plus tea or coffee. This is a great chance to explore some of the best restaurants in town – and regional NSW – with a great value set menu.

60 Good Food Guide listed restaurants came on board, including Restaurant of the Year, Sepia 2014 and one of the best new restaurants for 2014, Nomad. 25,000 guests attended Let’s Do Lunch.

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Sunday Family Lunch This is all about Sunday long lunch deals to share with the family. 13 restaurants participated in Sunday Family lunch in 2014, with 988 guests attending over the month.

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Saturday Surprise Lunch Once-only menus, out-of-the-box experiences. Saturday lunch just got much more fun. 5 restaurants participated in Surprise Saturday Lunch in 2014 7 Regional restaurants were part of the Lunch category extending the reach of Good Food Month as far as Wollongong, Terrigal and Port Macquarie.

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Hats Off Dinners presented by Tanqueray Good Food Guide hatted chefs toss out their regular menus and have a little fun for the night.

There were 18 Hats Off events for 2014 at leading hatted restaurants such as MoVida and Momofuku Seibo, with 1053 guests attending over the month. Guests received a complimentary Tanqueray cocktail as part of Tanquerayâ&#x20AC;&#x2122;s partnership with the Hats Off dinner series.

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Good Dinners Under $30 Favourite eateries from The Sydney Morning Herald Good Food Under $30 Guide dish up a two-course menu for $30 or under (per person) .

There were 10 Good Dinners under $30 for 2014, at a range of great value diners including bills and Miss Peaches Soul Food Kitchen, with 2475 guests attending over the month.

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Private Dining Leading restaurants from The Sydney Morning Herald Good Food Guide present an up-close-and-personal encounter with their head chefs, explaining their cooking philosophy, their technique and their menu, followed by a private dining experience. There were two Private Dinners for 2014, including a guest chef appearance by Bali-based star chef Chris Salans, hosted by Luke Mangan at Mojo in Waterloo.

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Supper Club Itâ&#x20AC;&#x2122;s way after dark. After 9pm, in fact. And all you want is a delicious evening snack, perhaps with a glass or two. Supper Club brings Good Food Month to the late-night end of the day. 7 restaurants held Supper Club events for 2014, including Bishop Sessa.

1500 people enjoyed the events across Sydney.

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World Dinners From Syria to Singapore, Rajasthan to San Sebastian, the flavours of several continents are right here on our doorstep. There were 26 World Dinners for 2014, at restaurants as diverse as SEFA Kitchen (Turkish/Lebanese), Efendy (Turkish) and Moon Park (Korean) with 2010 guests attending over the month.

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Main Ingredient Itâ&#x20AC;&#x2122;s a feast of fine flesh at these meaty dinners. There were 4 meat-based dinners held across NSW, with 200 guests.

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Cider and Slider presented by Thatchers This was a new category for 2014, presented by Thatchers Gold Cider, matching a slider with a Thatchers Cider for $10. Bargain!

7 venues offered Cider and Slider events in the program with 500 guests enjoying the offer.

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The Ultimate High Tea Imagine afternoon tea with all the trimmings, including tea or coffee. A series of 18 restaurants, hotels and cafes held Ultimate High Teas with 7920 guests attending over the month.

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Let’s Do Dessert presented by Yalumba

This event celebrates the pastry chef’s art, allowing patrons to finish the evening with dessert – after 9pm. Each cleverly crafted sweet plate is matched with a Yalumba dessert wine. In 2014, 19 venues offered Let’s Do Dessert, with 12,096 guests attending over the month.

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Good Pub Food presented by Coopers

Our best pubs (as chosen by The Sydney Morning Herald Good Pub Guide) went all out to create the perfect pie and Pale. A Coopers Pale Ale, plus a pie for $25. Some of the pies on offer included Creole pork Natchitoches pie with spicy buttermilk dip from The Bourbon, and chicken and smoky bacon pie with chips and salad could be enjoyed at The Bellevue. Coopers ran a trade competition to find the best Pie nâ&#x20AC;&#x2122; Pale which was judged by food blogger Matt Kirkegaard and Joanna Savill. The winning pie was found at the Parkside Diner at the popular Bat & Ball Hotel in Redfern. The Tijuana short rib pie with dirty rice, Baja sauce and lime cheeks was a great creation â&#x20AC;&#x201C; served with a chilled Coopers Pale.

There were 33 Good Pub Food events in 2014 including two regional events with a total of 4,983 attendees.

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Drink & Dine Itâ&#x20AC;&#x2122;s all about the drinks at these many and varied events â&#x20AC;&#x201C; from wine to cider, craft beer to champagne. And all great drinks go with good food, of course. 13 Drink and Dine events were held in 2014, with 1050 attendees.

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Bar Hop presented by Tanqueray

Whether palate-cleansing or taste-teasing, a good cocktail is a thing of beauty. Sydneyâ&#x20AC;&#x2122;s star mixologists shake it up in style. A Tanqueray gininspired cocktail and matched bar snack is offered for $20. 47 bars took part in Bar Hop for 2014 with a series of creative and clever cocktails and delicious snacks, serving over 2,000 guests.

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Kitchen Gardening Kitchen garden workshops and menus are designed for wannabe food gardeners as well as those who simply like their produce sparkling fresh. There were 3 Kitchen Gardening events in 2014 with 600 attendees.

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The Regional Table Sharing and showcasing the bounty of regional NSW is what Good Food Month is all about. The best produce shines, thanks to dedicated bunch of chefs, students, winemakers and producers. A number of restaurants and food businesses held Regional Table events across Sydney and regional NSW. There were 19 events in the program in total, with 7392 guests attending over the month.

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Down to Earth Here is your answer to an increasingly asked question â&#x20AC;&#x201C; where does my food come from? These produce and producer focussed dinners take you to the origins of the food you eat every day.

There were 5 Down to Earth events in 2014 with 400 attendees.

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Community Festivals Good Food Month takes to the streets in Sydneyâ&#x20AC;&#x2122;s diverse food villages and across regional NSW.

There was a total of 11 Community Festival events with 176,000 attendees across the month.

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Festivals of Drinks

A new category for 2014 Good Food Month, it was all about drinks and enjoyment at these festivals of drinks â&#x20AC;&#x201C; from wine to cider, craft beer to sake. 4 events with 11,200 guests attending over the month.

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Art & Food Performances, exhibitions and even a little bit of history add new dimensions to eating and drinking. There was a great range of interesting events in this category â&#x20AC;&#x201C; 8 in total - with 2000 attendees over the month.

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Rooftops & Laneways The great outdoors is an excellent place to enjoy food and wine. Laneways are turned into al fresco dining destinations, for October only. These events were varied and exciting, from dining on the Ferris wheel to exploring Parramattaâ&#x20AC;&#x2122;s lanes. 15,000 people enjoyed these events.

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Markets Market culture is alive and thriving. In October, itâ&#x20AC;&#x2122;s the more the merrier, with special events around town for market-goers.

There were 39,000 attendees across 4 fabulous market events in 2014.

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Streets of Sydney & Village Food Adventures Pack your (shopping) bags and a good appetite and head off on tour. Let the locals take you to their favourite corners of Sydney and unearth a few delicious secrets along the way. Go on a Sydney villages food adventure from Kings Cross to China Town and deep into Sydneyâ&#x20AC;&#x2122;s south. 120,070 people attended the 13 events in this program.

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Signature Dish Dining precincts offer a way to explore their secrets â&#x20AC;&#x201C; and their signature dishes. There were two great events through October offering people a way to explore special parts of Sydney. Attendees could eat their way through Canley Vale and Canley Heights, trying pho, chilli mud crab and crisp chicken with egg noodles. Alternatively, wander through the Kings Street Wharf precinct and try a dish from each of the restaurants along the boardwalk.

12,000 attendees explored the regionâ&#x20AC;&#x2122;s signature dishes

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Pop-ups & Parties Secret spaces are transformed, hatted restaurants sneak into unexpected locations. Some of Sydneyâ&#x20AC;&#x2122;s best chefs pay tribute to this month of celebrating by throwing an amazing party. Oz Harvest threw a series of ten events to celebrate their tenth birthday and new headquarters in Alexandria. Top chefs prepared an incredible three course meal matched to wines. There were 15,000 people at these ten events.

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Instant Expert Chefs and food artisans offer a full immersion class around a single subject.

There were 11 Instant Expert classes with 400 guests attending over the month.

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Talk & Taste Food and drink experts take you on a guided tour of their own particular passion. There were 4 events in 2014 with 200 guests across the events.

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Kids in the Kitchen Kids young and old get hands-on at these classes â&#x20AC;&#x201C; designed to inspire anyone from 4-16 years of age. There were 7 events held for junior Good Food Month patrons, with a combined total of 1000 guests attending over the month.

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Partners

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Citibank Customer Benefits To provide value back to their customers, Citi offered exclusive access and special privileges at some of Good Food Month’s most popular events as well as creating unique events in partnership with Citibank Dining Program partner restaurants:

       

Citi gave their customers the chance to win tickets to A Mediterranean Feast with Yotam Ottolenghi at Nomad by entering a competition and telling Citi why they were Yotam’s biggest fan. Citi customers were also given a limited number of pre-sale tickets to the sell-out event; A Mediterranean Feast with Yotam Ottolenghi available the day before they went on sale to the general public. With thanks to Quay, the first 30 Citi customers to purchase tickets to the sell-out Nahm at Quay with David Thompson and Peter Gilmore gained access to the exclusive Upper Tower. With thanks to Mr Wong, Citi customers had 30 reserved seats at the sell-out Young Chefs Dinner. Citi customers could win dinner with Good Food Month Festival Director Joanna Savill at MoVida’s Iron Chef Hats Off dinner. Citi customers were given a 50% discount on The Sydney Morning Good Food Guide presented by Citi . And of course, Citi customers had exclusive access to the Citi VIP area at Night Noodle Markets. A free copy of The Sydney Morning Herald Good Food Guide 2015 was given to the first 10 customers to place an order through Citi Concierge each night.

Citibank also leveraged its association and partnership via:  Citi Customer eDMs  Press releases  A dedicated micro-site at www.citibankdining.com.au/events  Customer and employee nights at the Night Noodle Markets

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Citibank Print advertising

Citibank print advertising appeared across the following channels: • 1 page ad in event program • ½ page ad in event program • ½ page ad in event wrap of Good Food • 5 x strip ads on front page of the SMH • 2 x ¼ page house ads in the SMH Digital As presenting partner, Citi’s logo and link to the Citi website appeared on the Good Food Month partners’ page at http://sydney.goodfoodmonth.com/ Additionally, the logo was included in the lockup on the header of all pages of the website. The Citi web-tile promoted “Rethink Banking” messaging and appeared on all Good Food Month pages at 100% SOV throughout the month. The Citi web-tile advertising delivered 1,082,720 page views across the campaign, leading to 2,938 click-throughs. The Citi Customer Benefits page was live from the event launch onwards, giving customers a direct link to www.citibankdining.com.au/events. This delivered 11,692 page views.

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Citibank Social Media

Citi were acknowledged through logo lockup across Good Food Month Social Media pages on Facebook, Instagram and Twitter. Citi also received the following digital posts:  4 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 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. A chance to meet Gary Mehigan  Sept 26  Opens: 10,936  Clicks: 252 Meet Yotam Ottolenghi  Oct 2  Opens: 9480  Clicks: 506 Citi Concierge at NNM  Oct 9  Opens: 13,083  Clicks: 31 82 Fairfax Events I Good Food Month October 2014

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. 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 3,051,323 hits across Good Food Month. Cathay Pacific web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 23,648 impressions and 36 click throughs. Foodie News Cathay Pacific featured in one Foodie News with an integrated story.

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Taste Asia with Cathay Pacific Oct 16 Opens: 11,651 Clicks:152

Social Media

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4 x integrated stories featuring events at Cathay Pacific across Good Food Month channels.

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Cathay Pacific Airways Promotions Cathay Pacific were involved in two fantastic promotions in 2014, the Yotam Ottolenghi NOPI competition and as the main prize provider for the Consumer Survey. Cathay Pacific provided two return business class airfares to London from Australia for the lucky winner of the Good Food Month Yotam Ottolenghi NOPI competition to help drive database figures for Foodie News. Cathay also provided two return premium economy airfares to Hong Kong from Australia for one lucky consumer survey participant. The winner wrote in 25 words or less what they think could be added to Good Food Month next year.

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Coopers Brewery Coopers continued its sponsorship of the Good Food Pub Food category as well as copresenting partner of the Let’s do Lunch category. Coopers activated their partnership across the Night Noodle Markets and through product supply at Feature and VIP events. 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 website delivering 3,051,323 hits across Good Food Month. 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 25,255 impressions and 83 click throughs. Foodie News

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Grab your piece of the pie! Oct 2 Opens: 9480 Clicks: 132

Social Media

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4 x integrated posts across Good Food Month channels.

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Harvey Norman This was Harvey Norman’s first year as a major partner of The Sydney Morning Herald Good Food Month and they were recognised through print and digital channels, Foodie News eDM editions and through social media. Sydney Morning Herald Good Food Month programs were distributed in Harvey Norman stores around New South Wales. During Good Food Month, Harvey Norman offered customers the chance to win dinner for 10 people at their choice of Good Food Month restaurant, when they purchased selected Trent & Steele products in October.

Marketing collateral was created to promote the Trent & Steele promotion as well as Harvey Norman’s partnership with Good Food Month for in-store as well as online across Harvey Norman channels. Print advertising A full page Harvey Norman ad appeared in the official event program Website

As a major partner, Harvey Norman’s logo and link to Harvey Norman’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 3,051,323 hits across Good Food Month. Two variations of the Harvey Norman web-tiles appeared for the duration of the campaign across the Good Food Month website, delivering 24,613 impressions and 18 click throughs.

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Harvey Norman Foodie News Harvey Norman featured in three Foodie News eDMs with integrated stories in each.

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New Season Colours - Oct 16 Opens: 13,083 Clicks: 123

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New Season Colours - Oct 23 Opens: 8685 Clicks: 39

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Night Noodle Markets Wrap - Oct 30 Opens: 10,645 Clicks: 52

Social Media

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7 x integrated stories across Good Food Month channels

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Schweppes & Real Iced Tea Co. This was Schweppes was a major partner of The Sydney Morning Herald Good Food Month as well as co-presenting partner of the Let’s Do Lunch category. Real Iced Tea Co were and event partner in 2014. Schweppes & Real Iced Tea Co. leveraged their partnership across Night Noodle Markets and through product supply at Feature and VIP events.

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 3,051,323 hits across Good Food Month. Schweppes’ web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 22,417 impressions and 17 click throughs.

Foodie News   

Quench your thirst with Schweppes Oct 9 Opens: 13,083

Social Media 

4 x integrated posts across Good Food Month channels.

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Yalumba This was Yalumba’s first year as exclusive wine, and major partner of The Sydney Morning Herald Good Food Month as well as co-presenting partner of the Let’s Do Lunch category, and presenting partner of Let’s Do Dessert. Yalumba leveraged their partnership across the Night Noodle Markets, through event offers in Let’s Do Lunch, Let’s Do Dessert and through feature events - Butcher Baker & Winemaker and Vegan and the Vine, both as part of Drink and Dine. Yalumba also activated their partnership through product supply at Feature and VIP events. 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 3,051,323 hits across Good Food Month.

Yalumba’s web-tile advertising appeared for the duration of the campaign across goodfoodmonth.com, delivering 26,120 impressions and 142 click throughs.

Foodie News

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Butcher,Baker & Winemaker Oct 2 Opens: 9480 Clicks: 63

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Vegan and the Vine Oct 16 Opens: 13,083 Clicks:105

Social Media

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4 x integrated posts across Good Food Month channels.

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Thatchers Cider This was Thatcher’s first year as exclusive cider, and major partner of The Sydney Morning Herald 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. 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 3,051,323 hits across Good Food Month. Thatchers web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 23,525 impressions and 10 click throughs. Foodie News

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Award winning Thatchers Gold Oct 30 Opens: 10,645 Clicks: 150

Social Media

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4 x integrated posts across Good Food Month channels.

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Tanqueray Gin Tanqueray continued its partnership as the exclusive spirit and major partner of The Sydney Morning Herald Good Food Month as well as presenting partner of Hats Off Dinners and Bar Hop. Tanqueray 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. 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 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 3,051,323 hits across Good Food Month. Tanqueray’s web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 20,715 impressions and 39 click throughs.

Foodie News

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Tonight we Tanqueray Oct 9 Opens: 13,086

Social Media

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4 x integrated posts across Good Food Month channels.

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Mercedes-Benz This was Mercedes-Benz’s first year as exclusive Automotive Partner of The Sydney Morning Herald Good Food Month . Mercedes-Benz activated their partnership across Night Noodle Markets and on-line through Good Food Month digital channels. Print advertising A full page Mercedes Benz ad appeared in the official event program Website Mercedes-Benz’s logo and a link to the Mercedes-Benz website appeared on the Partners Page at Sydney.goodfoodmonth.com/partners. Mercedes-Benz web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 27,274 impressions and 14 click throughs. Foodie News

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Mercedes-Benz innovation and creativity Oct 9 Opens: 13,083

Social Media

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4 x integrated posts across Good Food Month channels.

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Accor This was Accor’s first year as exclusive Accommodation Partner of The Sydney Morning Herald Good Food Month .

Accor activated the partnership across the Pyrmont Growers’Market and on-line through Good Food Month digital channels. Print advertising A ¼ page Accor Group ad appeared in the official event program Website Accor’s logo and a link to the Accor website appeared on the Partners Page at Sydney.goodfoodmonth.com/partners. Accor’s web-tile advertising appeared for the duration of the campaign across the Good Food Month website. The MREC was fixed to the Drink and Dine page and had 50% SOV on the Shoot the Chef page. In total, Accor MREC advertising delivered 75,018 impressions and 196 click throughs. Accor was also represented on the accommodation page of the Good Food Month website, with a button linking through form the homepage. Foodie News

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Harbour Rocks Writers in Residence Oct 2 Opens: 9482 Clicks: 26

Social Media

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10 x integrated posts across Good Food Month channels.

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Accor Promotions

In 2014, Accor generously provided the accommodation in London for the Yotam Ottolenghi NOPI competition to drive database figures for Foodie News.

The lucky winner of this competition received a 3 night stay at an Accor property in London.

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Canon This was Canon’s first year as an Event Partner of The Sydney Morning Herald Good Food Month . Canon leveraged their partnership through the Shoot the Chef launch and exhibition, through a photography workshop with Billy Law at Sun Studios and online through Good Food Month digital channels. As well as at the Night Noodle Markets with a walking photography tour. Website

Canon’s logo and a link to the Canon website appeared on the Partners Page and the Shoot the Chef page at sydney.goodfoodmonth.com/partners. Foodie News

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Change your lens, change your story Oct 23 Opens: 8685 Clicks: 56

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Change your lens, change your story Oct 30 Opens: 10,645 Clicks: 34

Social Media

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6 x integrated posts across Good Food Month channels.

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The Star In 2014, The Star was the exclusive Entertainment Partner of The Sydney Morning Herald Good Food Month .

The Star activated the partnership through event registrations, as venue host for the hugely successful Asia Town event with David Thompson and also on-line through Good Food Month digital channels. Print advertising A full page The Star ad appeared in the official event program Website

The Star’s logo and a link to The Star’s Good Food Month page appeared on the Partners Page at sydney.goodfoodmonth.com/partners. The Star’s web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 26,389 impressions and 39 click throughs. Foodie News

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Chase Kojima’s one-course Bento Box Oct 23 Opens: 8685 Clicks: 60

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Bar Hop at The Star Oct 30 Opens: 10,645 Clicks: 64

Social Media

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4 x integrated posts across Good Food Month channels.

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Oz Harvest Our charity partner OzHarvest turned 10 in 2014. We congratulate them on such a wonderful milestone. To celebrate, a series of Table for 10 pop-up dinners was held at the new OzHarvest warehouse HQ â&#x20AC;&#x201C; the Harvest Hub.

These were hosted by a number of up -and-coming Sydney chefs:Sarah Todd (MasterChef), Hamish Ingham (bar H), Hao San and Sunil Shrestham (Toko), Mat Lindsay (Ester), Daniel Pepperell (10 William Street), Fouad Kassab (Chic Pea),Andy Allen (MasterChef), Hanz Gueco (CafĂŠ Paci) and OzHarvest chef Travis Harvey with Nourish students. Nine dinners were held with approximately 200 guests. These were a huge opportunity to raise awareness to the general public about the issue of food waste in Australia, the face of poverty and the work that OzHarvest does in the community as well as bringing the general public into The Harvest Hub. Fundraising delivered the equivalent of 24,000 meals to vulnerable Australians.

Night Noodle Markets OzHarvest also engaged with the thousands of diners who attended this iconic Sydney event. The OzHarvest Good Karma Cookie cart was on hand to interact with the public and distribute good karma and collect donations. A gold coin donation for a fortune cookie proved to be a very innovative and successful way to fundraise. Total donations raised: $28,500. In addition to raising awareness, the fundraising outcome will allow OzHarvest to rescue and deliver 56,000 meals to vulnerable Australians.

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Marketing Strategy Marketing objectives

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Drive awareness and engagement of The Sydney Morning Herald Good Food Month presented by Citi and position as a leading food brand Engage consumers and drive participation, ticket sales (local and national audiences) Continue to leverage The Sydney Morning Herald’s authority of food and lifestyle in Sydney 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 Good Food Month was launched in June by The Sydney Morning Herald as a celebration of Sydney's amazing food scene - from its high-end, fine-dining restaurants and world-class chefs to the extraordinary culinary diversity of local eateries and urban communities. The aim of Good Food Month is to showcase every aspect of Sydney’s food as well as the city's superb locations, both natural and iconic. Regional NSW is also on show throughout the month - with fresh produce, farmers' markets and special regional dinners. With a focus on education, artisan techniques and the issues surrounding food production today - including food ethics, sustainability, home cooking and growing - we send the message that good food is available to everyone, whether in a restaurant dining room, home kitchen or suburban backyard. Key events include:  Yotam Ottolenghi and a stable of star local chefs  The Night Noodle Markets - Asian hawker food under the lights and trees of Hyde Park  Special dinners (Hats Off), lunches, cocktails and indulgences at the city's best restaurants, bars and hotels.  The Sydney Morning Herald Growers’ Market  Cooking classes, tours and educational events  City and state-wide festivals and street celebrations  Asia Town at The Star

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â&#x20AC;&#x153;There are no other food festivals like this, certainly nothing in London with so many different events on such a scale." -Yotam Ottolenghi â&#x20AC;&#x201C; 2014 Marketing and Communications Plan

Fairfax Events I Good Food Month October 2014

Logo

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Brand DNA 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 down to earth local 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.

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Fairfax Events I Good Food Month October 2014

Target Market 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

Secondary

Tertiary

CORE Age: 30 – 55 yrs

Age: 18 -29 yrs

Skew: Female, married or defacto, DINKS

Skew: Female

Geography: Metro and suburbs

Geography: Metro and suburbs Income: ABC+

Age: 35 – 55 years Skew: Female Geography: Regional Income: ABC+

Income: ABC

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Marketing Implementation Stage One June Soft launch  Teaser creative  Program pointer  Festival highlights

Stage Two July to September Campaign launch  GFM program in-paper  Ticket sales for programmed events

Stage Three October  Campaign maintenance  Yotam Ottolenghi events  Asia Town with David Thompson  Night Noodle Markets

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Communication Plan 2014

SYDNEY GFM JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC Week commencing 1 2 2 1 1 2 1 1 2 3 1 2 1 1 2 123 122 112 122 122 112 122 (Monday) 6 3 0 7 3 0 7 4 3 0 7 4 1 7 421 8 5 2 9 6 2 9 6 3 0 7 4 1 8 4 1 8 5 1 8 5 2 9 6 3 0 7 3 0 7 4 1 8 5 2 9 KEY DATES: Campaign Launch (July 26) Launch wrap - Oct 1 Program Teaser Program â&#x20AC;&#x201C; August 26 Highlights insert September 16 Night Noodle Markets (October 1026) Event PRESS: SMH SHD FCN GF AFR (paper and mag) ONLINE: smh.com.au d/b sydney.good foodmonth.c om Foodie News Goodfood.co m.au GFM Social Media (FB, Twitter & Instagram) SMH Social Media (FB and Twitter) Fairfax Events I Good Food Month October 2014

JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC Week commencing 1 2 2 1 1 2 1 1 2 3 1 2 2 1 1 2 123 122 112 122 122 112 122 (Monday) 6 3 0 7 3 0 7 4 3 0 7 4 1 7 4 1 8 5 2 9 6 2 9 6 3 0 7 4 1 8 4 1 8 5 1 8 5 2 9 6 3 0 7 3 0 7 4 1 8 5 2 9 KEY DATES: smh.com.au RHS tile smh.com.au

smh.com.au homepage heroes smh.com.au sportlight tile CH7 news.yahoo. com/syd 2UE.com.au smoothfm.co m.au novafm.com. au RADIO 2UE SmoothFM Nova TV CH7 â&#x20AC;&#x201C; CSAs CH7 - OB or cross COLLATERAL Posters Decals Postcards Email signatures OUTDOOR Street banners OTHER: Internal staff comms PR Editorial smh.com.au Media Releases (trade & consumer) Pitches - TV, radio & online Fairfax Events I Good Food Month October 2014

Fairfax Events I Good Food Month October 2014

Marketing Implementation PRESS:

The Sydney Morning Herald The Sun-Herald Good Food Epicure (VIC) The Age (VIC) Sunday Life (VIC, NSW, ACT) Australian Financial Review Cuisine (NZ)

ONLINE:

Cuisine.co.nz (NZ) Herald Subscribers/Benefits eDMs goodfood.com.au Foodie News (9 x weekly eDM's) Social Media (Facebook, Instagram and Twitter) smh.com.au (mkt tiles): Homepage, RHS & Spotlight

Sydney Morning Herald Full Page Advertisement

Brisbanetimes.com.au Canberratimes.com.au

Good Food Month downloadable program WRAPS/INSERTS:

Good Food Month Program

RADIO:

2UE

DMG RADIO

Good Food Month Hero Website Advertising

TV:

Network 7

Good Food Month Right hand side tile Website Advertising across SMH

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Creative Execution A new creative direction was undertaken in 2013 to revitalise the Festival rebrand which remained as the campaign creative for 2014 to increase the brand exposure. The creative concept was developed by Fairfax Media’s creative agency, Whybins TBWA and involves three very distinct visual treatments, including: a salad, a dessert and a noodle execution - which can easily be incorporated and adapted consistently across all mediums, including website, press and signage etc. The focal point of each execution was deliberately chosen as a clever interpretation to communicate the key category offerings of the Good Food Month Festival: ■ ■ ■

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 eyecatching colours; giving a modern, real and contemporary feel with broad appeal. The overall advertising value increased by $751,150 from $5,544,000 which is reflected in the record breaking visitor attendance at the Night Noodle Markets. TOTAL ADVERTISING VALUE

Press: GFM Program Online:

$2,077,000 $461,850 $2,800,000

Radio:

$350,000

TV:

$365,000

Outdoor

$192,000

Collateral

$49,300

Total:

$6,295,150

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Creative Execution

Sydney Morning Herald Full Page Advertisement

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Press

Editorial integration of Good Food Month logo

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Press All press advertisements were designed by the Fairfax Media art studio adapting the creative to specific categories and local markets (NSW). Generic program pointers for Good Food Month started running across the national mastheads in June with the key message – “31 days of Good Food” and “Join the feast”. From July until October press ads ran in The Sydney Morning 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. In addition to their central message, i.e. “Tickets now on sale” etc., each of the press ads made reference to specific events:

Sydney Morning Herald Half Page Advertisement

Sydney Morning Herald Corner Block

Event specific ads: ■ Let’s Do Lunch ■ Asia Town ■ Let’s Do Dessert ■ Night Noodle Markets ■ David Thompson ■ Bar Hop ■ Good Pub Grub ■ Surprise Saturday Lunch ■ Good Dinners Under 30 ■ Growers‘ Market Generic ads: ■ Join the feast / 31 days of Good Food ■ Festival highlights ■ Program pointer

Sydney Morning Herald Full Page Advertisement

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Press

Official program

A 48 page Good Food Month program was distributed within The Sydney Morning Herald on September, 30, 2014.

This enabled us to distribute approximately 350,000 copies. The program launch was also supported with a major burst of radio, press and online marketing. An additional 40,000 copies were distributed via event holders and at key Good Food Month and The Sydney Morning Herald events through September and October.

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Press Schedule Publication Section

Date of appearance

Page no.

Content

Cost

Good Food - Postcard

September 2

Shoot the Chef

$3,823.16

Shortlist - Quarter Page Strip

September 5

Shoot the Chef

$7,646.32

EGN - Quarter page strip

September 6

shoot the Chef

$7,646.32

EGN - Quarter Page Strip

September 6

David Thompson

$7,646.32

TV Guide - Full page

September 7

Shoot the Chef

$46,340.48

Traveller - Full page

September 7

Shoot the Chef

$46,340.48

Entertainment - Postcard

September 7

Shoot the Chef

$5,792.56

Entertainment – Quarter Page Vertical

September 7

GFM generic pointer

$11,585.12

Traveller – mini strip

September 13

GFM generic pointer

$4,807.80

Traveller – mini strip

September 13

GFM generic pointer

$4,807.80

Traveller - Quarter page strip

September 13

Shoot the Chef

$9,615.60

Entertainment - Quarter Page Vertical

September 13

Shoot the Chef

$9,615.60

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Press Schedule Publication Section The Guide – Quarter Page Strip

Good Food Directory – T62

Date of appearance September 15

September 16

Page no.

Content

Cost

Asia Town - David Thompson

$7,646.32

Early October Events Growers, Fest Choc, Omnivore - Good Food Directory

$7,646.32

Good Food - Postcard

September 16

GFM generic pointer

$3,823.16

Good Food Late Night Dinning Feature – T24

September 16

Asia Town event plug, David Thompson

$7,646.32

EGN – Quarter Page Strip

September 18

Shoot the Chef / closing soon

$17,688.00

Entertainment - Full page

September 20

Shoot the Chef / closing soon

$38,462.40

Traveller – Full Page

September 21

Shoot the Chef / closing soon

$46,340.48

Good Food - Postcard

September 23

David Thompson

$3,823.16

Entertainment – Quarter Page Strip

September 27

Growers’‎Market

$9,615.60

Spectrum – Quarter Page Strip

September 28

Growers’‎Market

$11,585.12

Sunday Traveller – Postcard

September 28

Growers’‎Market

$5,792.56

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Press Schedule Publication Section

Date of appearance

Page no.

Content

Cost

EGN – 4 x full page ads - Wrap of the paper

October 1

Traveller – Full Page

October 5

Good Food – T2PAN

October 7

10/11

31 of Good Food

$15, 292.64

Traveller – Full Page

October 11

31 of Good Food

$38,462.40

Entertainment – T84

October 11

Highlights Ad – Events across October

$38,462.40

TV Guide – Full Page

October 12

Highlights Ad – Events across October

$46,340.48

The Guide – Full Page

October 13

Category Specific Ad - Let’s‎ Do Lunch

$30,585.28

Good Food – Quarter Page Strip

October 14

Category Specific Ad - Let’s‎ Do Lunch

$7,646.32

Spectrum – Full Page

October 18

Category Specific Ad

$46,340.48

The Guide – Full Page

October 20

Category Specific Ad

$30,585.28

Good Food – QPV

October 21

Category Specific Ad - Let’s‎ do lunch

$7,646.32

Spectrum – Quarter Page Strip

October 25

Category Specific Ad - Let’s‎ do lunch

$7,646.32

Good Food – Quarter Page Strip

October 28

Category Specific - Bar Hop

$11,585.12

Good Food – T2 PAN

October 28

Category Specific – Cider and Slider

$15, 292.64

Good Food – Quarter Page Strip

October 28

Category Specific Ad – Ultimate High Tea

$11,585.12

Good Food – Postcard

October 28

Category Specific Ad – Ultimate High Tea

$3,823.16

Business – Quarter Page Strip

October 31

Category Specific Ad – Ultimate High Tea

$17,688.00

WRAP

GFM is here - Highlights

31 of Good Food

$283,008

$30,585.28

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Marketing Creative

Sydney Morning Herald Full Page Advertisement

Sydney Morning Herald Half Page Advertisement

Sydney Morning Herald Quarter Page Advertisement

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Online Marketing

The Sydney Morning Herald Homepage Super King Gutters– Night Noodle Markets In 2014, 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 smh.com.au, goodfood.com.au in the following placements:

■ ■ ■ ■ ■ ■

Homepage heroes Major marketing tile (inaccessible to advertisers – reaching high amount of eyeballs) Spotlight tiles Web-tile advertising Sidebar tiles Carousel mentions

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Online Marketing

Sydney Morning Herald Super King Gutters Advertisement

Sydney Morning Herald Shoedtring Advertisement

Sydney

Morning Herald Home Page Hero Advertisement

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Broadcast Partnership Television A media partnership was secured with Network 7. Through the partnership, Good Food Month received significant TVC exposure.

Network 7: Network 7 and Fairfax have worked together for three years. The partnership saw Channel 7 expand their successful area at the Night Noodle Markets and incorporate their popular Listening Posts to engage the crowds.

TVC exposure: Eastern Seaboard coverage, October 1- 31, ■ ■

200 x 30sec TVC spots 2 x TVC’s promoting: Good Food Month

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Radio Partnerships Radio Media partnerships were once again secured with DMG and 2UE radio to promote the Festival in the lead-up to October and throughout the festival month. 2UE ■ ■ ■ ■ ■

Activity from Sept - October 200 x 30 sec promo pointers Live reads Pre-recorded messaging was updated weekly with key Festival messages Competition: to promote Surprise Saturday Lunch at participating restaurant – Efendy in Balmain.

Nova

■ ■

SmoothFM ■ ■ ■ ■ ■

Activity from September - October 75 x 30 sec CSAs

Activity from September – October 150 x 30 sec CSAs 75 x live reads promoting their area at the Night Noodle Markets Smoothfm Picnic Garden branded activation at Night Noodle Markets

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Collateral Signage and Collateral The following pieces of collateral were produced to promote the Festival: Restaurant and Event Partner venues Distributed to participating food businesses and restaurants  Postcards  Window decals Night Noodle Markets  Entry signage  Bar signage  Maps  Noodle perimeter signage

Foyer Board

Decals

General  Pull up banners with sponsor logos  Media boards  GFM branded bags  Staff T-shirts  Foyer board

Outdoor - Street flags An abundance of Good Food Month branded street flags were displayed throughout the Sydney CBD for the month of October in high traffic areas. The designs showcased the salad, dessert and noodle executions - along with the event logo and major sponsors.

Postcards

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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: September 1, 2014 – November 10, 2014

Social Media Outlet

Follower/Likes (as of 01 September 2014)

Facebook

29, 903

Instagram

3,540

Twitter

10.2K

Facebook Likes From the start of August through to the end of October, there was an increase in the number of Likes to Good Food Month Facebook page. 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

Average Daily New Likes Daily: The number of new people who have liked your Page (Unique Users) 2013 = 26 Average Daily Unlikes Daily: The number of Unlikes of your Page (Unique Users) 2013 = 2

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Social Media

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Social Media

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Social Media

Reach Through organic reach, the average daily post engaged with over 1,025 people and reaching over 5014, with the highest individual posts in excess of reaching over 17,000 people.

Average Total Reach Average Daily Total Reach – 34, 517 Average Daily Total Reach (organic) – 5, 014 Daily: The number of people who have seen any content associated with your Page. Average Weekly Total Reach - 160, 220 Average Weekly Total Reach (organic)- 36, 922 Weekly: The number of people who have seen any content associated with your Page. Average 28 Days Total Reach – 423, 230 Average 28 Days Total Reach (organic)– 280, 940 28 Days: The number of people who have seen any content associated with your Page. Year on year comparison – 2013 organic figures Average Daily Total Reach - 5279 Average Weekly Total Reach - 25,653 Average 28 Days Total Reach – 70, 799

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Social Media: Audience Demographics of people who liked the Good Food Month Facebook page The percentage of people who liked the Good Food Month Facebook page was 76% male and 22% female.

2013

2014

Age Group

Female

Male

Age Group

Female

Male

13-17 year olds

0.5%

0.4%

13-17 year old

0.4%

0.18%

18-24 year olds

15%

18-24 year old

16%

23-34 year olds

30%

11%

23-34 year old

34%

35-44 year olds

17%

35-44 year old

17%

45-54 year olds

45-54 year old

55-64 year olds

0.9%

55-64 year old

0.7%

65+

0.5%

65+

0.47%

Fairfax Events I Good Food Month October 2014

Social Media: Audience Demographics of people reached by the Good Food Month Facebook During October the GFM Facebook page reach was highly female skewed with 64% versus 34% male (percentage of fans).

2013

2014

Age Group

Female

Male

Age Group

Female

Male

13-17 year old

0.5%

0.3%

13-17 year old

0.06%

0.04%

18-24 year old

13%

23-34 year old

28%

14%

18-24 year old

23%

10%

35-44 year old

15%

23-34 year old

24%

15%

45-54 year old

35-44 year old

10%

55-64 year old

0.9%

45-54 year old

65+

0.5%

55-64 year old

0.68%

0.28%

65+

0.18%

0.1%

133 Fairfax Events I Good Food Month October 2014

Social Media: Audience Demographics of people who engaged with the Good Food Month Facebook page Throughout October, the breakdown of people engaged with the Good Food Month Facebook page was 79% female and 20% male. The 25-34 year old group represented the highest percentage of male and females actively engaged with the Good Food Month Facebook page as demonstrated in the insights below.

2013

2014

Age Group

Female

Male

Age Group

Female

Male

13-17 year old

0.3%

0.1%

13-17 year old

0.3%

0.22%

18-24 year old

24%

18-24 year old

21%

23-34 year old

37%

23-34 year old

36%

10%

35-44 year old

13%

35-44 year old

13%

45-54 year old

55-64 year old

0.4%

55-64 year old

0.5%

65+

0.6%

0.1%

65+

0.1%

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Social Media

Good Food Month Facebook Good Food Month Facebook

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Website

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Website October 1 – 31, 2014

Website Statistics

Page

Total Views 2013

Night Noodle Markets

221,151

Let's Do Lunch

74975

Let's Do Dessert

60749

Let's Do Lunch

Good Dinner Under $30

35432

FAQ’s

The Ultimate High Tea

27466

Breakfast Club

26117

Hats Off Dinners

Barbecue Madness Growers'' Market

24998

21561 20833

Pages Night Noodle Markets Let's Do Dessert

Good Dinner Under $30 The Ultimate High Tea David Thompson

Smooth Festival of Choc Hats Off Dinner Yotam

Total Views 2014 214, 228 31, 267 27,170 18, 139

The campaign saw a 176% increase during October in the amount of web traffic. Year on year comparison – 2013 - 2014:

10, 008 7, 347 Month

Page Views Page % '13 View '14 up/down

6, 422

6,088 5, 791

René Redzepi

16260

World Dinners

11020

Growers'' Market

4, 506

Surprise Saturday Lunch

10248

Omnivore

4, 246

Pop Ups

10168

World Dinners

3, 648

Instant Expert

8108

Young Chefs Dinner

3, 118

Supper Club

8072

Cider and Slider

2, 798

Good Pub Grub

7584

Citi Benefits

2, 770

Citi Benefits

7521

Shoot the Chef

2, 623

Bar Hop

6971

Bar Hop

2, 529

Sunday Family Lunch

6935

Surprise Saturday Lunch

2, 175

Laneways

6838

Sunday Family Lunch

2, 158

Drink Dine

6012

Drink and Dine

Private Dining

4991

Talk Taste

4866

Supper Club

My Benefits

4733

My Benefits

1, 569

Family Table

4644

Good Pub Food

1, 549

Markets

3685

Community Festivals

1, 518

Partner

2433

Pop ups and Parties

1, 472

Barbecue Madness

There was a major burst of traffic on the Good Food Month website page during the month of October.

4, 827

October

849,890

2,348,040

176%

November

44,793

23,417

-47.7%

Total

894, 683

2, 371, 457

165%

1, 735 1,724 1, 676

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Website

Social Media Referral

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Website

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Website

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Website

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Website

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Website

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Database Communications Date sent

Email Title

Four days to go until Sydney Good Food Month is here. Friday 26/9/2014 Plan your best foodie filled October yet. Citi

Thursday 09/10/2014

Thursday 16/10/2014

Tuesday 21/10/2014

Thursday 23/10/2014

Thursday 30/10/2014

Opened

% Opened

Clicked

% Clicked

Clicked links within email

10,933

28.8%

2,249

5.9%

38,177 Recipients 252

Smooth Festival of Chocolate

348

Barossa Homestead Night Noodle Markets starts tomorrow from 5pm Highlights of Sydney Good Food Month not to be missed Schweppes Citi Night Noodle Markets are heating up. Don't miss the Asia Town festival this weekend Citi Harvey Norman Yalumba Cathay Pacific Breaking news: Massimo Bottura comes to Sydney in November. Tickets on sale now. Citi Banner 1st Ticketing link 2nd Ticketing link Night Noodle Markets ends this Sunday. Plan the rest of your Good Food Month now Harvey Norman The Star Canon Citi Banner From one Good Food Month to the nextâ&#x20AC;Ś And late-release tickets to Ottolenghi brunch Thatchers Gold Harvey Norman Canon The Star

341 13, 077

34.0%

2, 641

6.9%

38,539 Recipients 43 31

11, 644

30.1%

1, 397

3.6%

38,791 Recipients 13 123 105 152

10, 938

28.5%

396

1.0%

38,474 Recipients 22 141 61

8,680

22.4%

748

1.9%

38,908 Recipients 39 60 56 7

10,632

27.4%

1,025

2.6%

38,936 Recipients

150 52 34 64

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Database Communications

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Database Communications

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Database Communications

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PR •

The Good Food Month PR campaign conducted by PR agency Liquid Ideas ran nationally. The following statistics capture PR that ran in Sydney, Canberra and Brisbane and Melbourne.

Key PR highlights across the campaign included: •

132 pieces of Liquid Ideas generated media coverage across metro and regional print

•

Lifestyle publications, online, TV, radio and blogs

•

Lifestyle publications, online TV, radio & blogs including:

•

17 EGN pieces in The Sydney Morning Herald, SMH.com.au and The Sun-Herald

•

4 EGN pieces in the Canberra Times

•

66 pieces of non-Fairfax media coverage

•

6 radio interviews and 3 TV segments

•

A record 552,000 visitors to the Sydney Night Noodle Markets

•

TOTAL REACH OF 18,514,419

* based on figures from Media Monitors

152 Fairfax Events I Good Food Month October 2014

Editorial Integration Refer to appendix for full tear sheets

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The Canberra Times Good Food Month

This year Good Food Month headed to the nationâ&#x20AC;&#x2122;s capital. One of the hottest new destinations for excellent wine and food adventure. There were 25 events across the ACT, from Letâ&#x20AC;&#x2122;s Do Lunch to World Dinners and Hats off Dinners. The first year of Good Food Month in Canberra was a bright one.

Many of our national Good Food Month Partners extended their commitments to include Canberra. We are now looking to build on the Canberra offering, including the launch of the Enlighten Night Noodle Markets in 2015.

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The Canberra Times Good Food Month Partners Citi continued its outstanding support of Good Month as the presenting partner of the Canberra Times Good Food Month in 2014. Major Partners included Yalumba, Coopers, Thatchers, Tanqueray, Schweppes, Cathay Pacific and Harvey Norman. Event Partners included Accor and Real Iced Tea Co.

Accor participated in Canberra’s Good Food Month with three properties hosting events through the month: Ibis Styles Eaglehawk – Good Dinners Under $30 Mercure Canberra – Drink and Dine Novotel Canberra - Let’s do Dessert Print programs were also distributed throughout four Accor properties in Canberra.

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The Canberra Times Good Food Month Partners

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Appendix 01

Good Food Month Research

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Fairfax Events 1 Darling Island Road, Pyrmont NSW 2009 Australia www.goodfoodmonth.com E goodfoodmonth@smh.com.au

Fairfax Events I Good Food Month October 2014