Event Report 2015
Fairfax Events I Good Food Month
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Contents 01
Introduction and Thanks
02
Snapshot
03
Oz Asia Partnership
04
Night Noodle Markets
05
Partners
06
Marketing
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01
Introduction and Thanks
September 2015 saw the expansion of the Night Noodle Markets into Australia’s Southern State. Adelaide embraced the new hawker style market with more than 123,000 hungry locals flooding into the Adelaide Festival Centre over 11 nights. The inaugural festival was a collaborative effort from the Adelaide Festival Centre’s OzAsia festival and Good Food Month.
James Laing Head of Food, Fairfax Events
More than 230,000 people attended events and activities as part of OzAsia Festival this year including the first Adelaide Night Noodle Markets. Bringing together OzAsia Festival and Good Food Month’s Night Noodle Markets to activate Adelaide’s cultural precinct provided patrons with a complete festival experience for everyone to enjoy. This included a selection of world-leading dance, theatre, music, film, visual arts, community events and a delicious array of food. The Night Noodle Markets crowd had been anticipating the event for weeks and the venue was packed from the very first night. 21 stalls cooked up their specialities and the air was filled the smell of marinated chicken skewers over hot coals, fried beef dumplings, roasted pork belly, bao, fried noodles and more. Adelaide was spoilt for choice. A special thanks to our supporting partners in the Adelaide Casino, Coopers, Yalumba, Renewal SA and SATC as well as our media partners Channel 7 and InDaily and of course our wonderful charity partner OzHarvest.
After such a successful opening year, Adelaide can expect to see a much bigger Night Noodle Markets and Good Food Month program in 2016 – we can’t wait.
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02
Snapshot
The inaugural Adelaide Night Noodle Markets was a wonderful success and was adopted by Adelaide as a new and exciting part of the Festival State’s calendar. • The festival took place on Station Road and across the Adelaide Festival Centre precinct. • More than 123,000 people attended the Night Noodle Markets. • Consumer research reveals a 7.1/10 satisfaction rating for the event; a great result in year one.
• 72% of attendees are likely or highly likely to return to next year’s event. • 95% of attendees believe the Night Noodle Markets are a positive addition to the Adelaide events calendar.
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OZ Asia Partnership
Good Food Month formed a strategic partnership with Adelaide Festival Centre’s OzAsia Festival, Australia’ premiere international arts festival focusing on Asia. The collaboration saw the Night Noodle Markets included within the successful program of theatre, dance, music, film, visual arts, food, culture and entertainment . Cutting edge contemporary arts from Asia and the lure of the Adelaide Night Noodle Markets proved an irresistible combination for South Australian audiences, with Adelaide Festival Centre’s OzAsia Festival being declared a triumphant success. 2015 was the Festival’s largest and most successful year with over 230,000 attendances (including 123,000 Night Noodle Markets attendees) across the 11 day event, held between September 24 - October 4. The 9th annual OzAsia Festival kicked off with the launch night of the Adelaide Night Noodle Markets alongside the launch of the OzAsia Festival. The Night Noodle Markets ran alongside OzAsia Festival for 11 consecutive nights and were promoted heavily via OzAsia’s marketing channels. The combination of the Night Noodles Markets and dazzling array of performances ignited the atmosphere and brought to life the Adelaide Festival Centre. OzAsia Festival Director Joseph Mitchell said the Night Noodle Markets were a great addition to the festival’s offering. “Bringing together OzAsia Festival and Good Food Month’s Night Noodle Markets to activate Adelaide’s cultural precinct provided patrons with a complete festival experience for everyone to enjoy. This included a selection of world-leading dance, theatre, music, film, visual arts, community events and a delicious array of food. We look forward to keeping this momentum going in 2016 and beyond as this celebration of Asian arts, cuisine and culture further confirms South Australia’s reputation as the Festival State,” Mitchell said.
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Night Noodle Markets
Station Rd and Adelaide Festival Centre Precinct This year launched the inaugural Adelaide Night Noodle Markets. The Night Noodle Markets collaborated with The OzAsia Festival to put on a 11 night Noodle Market in the heart of Adelaide. The event was a huge success with over 123,000 patrons coming together to eat, drink and celebrate the diverse food and entertainment offerings. Some of the highlights included the lantern garden throughout the activation of Station Rd, the Coopers Beer garden including Adelaide Casino’s learn-to-play Baccarat tables, Yalumba Wine’s The Vine Room pop up cellar door, lion dancing and the entertainment curated by OzAsia Festival. This year saw some familiar names come to the park including Hoy Pinoy, Sugar Prawn and Let’s Do Yum Cha as well as introducing some new big local names such as Madam Hanoi, Satay Hut and Tammy’s Meat Rolls.
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Night Noodle Markets Launch The Launch Event for the Adelaide Night Noodle Markets was held on Thursday 24th September, at SkyCity’s Sean’s Kitchen. There were 200 guests in attendance to celebrate Adelaide's first taste of the festival that has been making waves in the eastern states. Sean Connolly and his amazing team catered the event with tantalizing suckling pig to match a soft serve with brownie crumble. The beautiful crafted menu for the event, was well washed down with Thatchers cider, Yalumba wines, Coopers beer and Schweppes drinks. James Laing, Head of Food Events for Fairfax Events, hosted the evening and invited Joseph Mitchell, Festival Director of OzAsia Festival, to speak who shed light on what to expect over the next 11 nights with the collaboration of OzAsia Festival and Adelaide's first Night Noodle Markets. Sean Connolly also spoke on behalf of the venue and offered an insight to the exciting arenas Adelaide Casino offers the partnership.
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05 Event Producer
Partners In Association With
Government Partners
Major Partners
Media Partners
Supply Partners
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Coopers Beer The Night Noodle Markets saw the return of the well loved Coopers Beer garden – but this time with a layout twist for its Adelaide debut. Consumers were able to soak up the atmosphere of the Night Noodle Markets in the decked beer garden, decorated with pallet seating and lattice fencing surrounded by festoon lighting with hanging plants. Guests were treated to the sounds of the Coopers resident DJ whilst enjoying a range of the following Coopers beer – as part of the Ale N’ Spice campaign, which really came to life with bursts of spice inspired colors through the branded activation.
• • • • • • •
Coopers Original Pale Ale Coopers Sparkling Pale Ale Coopers Mild Ale Coopers Dark Ale Coopers Artisan Reserve Coopers Premium Light Sapporo 650ml
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Coopers Beer Coopers continued as a Major Partner of Good Food Month and debuting the partnership with the Adelaide Night Noodle Markets.
Coopers were recognised through digital channels on the Good Food Month website, through social media and through product supply at the official Night Noodle Markets Launch. Website As a Major Partner, Coopers’ logo and a link to the Coopers website appeared on the partners’ page at http://adelaide.goodfoodmonth.com/ Additionally, the logo was included in the Major Partner logo string on each page of Adelaide Night Noodle Markets website delivering 63,269 page views across all pages of the website. Coopers web-tile advertising appeared for the duration of the campaign across the Adelaide Night Noodle Markets website, delivering 14 227 impressions and 14 click throughs. Foodie News Coopers featured in one Foodie News with an integrated story: Enhance the Spices in Food • 15th September • Opens: 11, 770 • Clicks:43 Social Media • 5 x integrated posts across Good Food Month channels. 12 Fairfax Events I Good Food Month
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Yalumba Wine A new and unique Yalumba activation was brought to the inaugural Adelaide Night Noodle Markets, designed to replicate the experience of visiting the Yalumba winery & cellar door in Angaston, South Australia. Named – The Vine Room. The Vine Room brought a warm cellar door atmosphere to The Adelaide Night Noodle Markets, with the opportunity for punters to sample Yalumba wines in their very own state of SA. Creating an interactive space, where sampling was an option, but also a space that punters could sit and enjoy their market meals, made the Yalumba activation popular and inviting for the full 11 nights.
The following range of wines were on offer at The Night Noodle Markets through both the main bars and the stand alone sampling bar within the Yalumba activation:
• • • • • • •
Yalumba Y Series Sauvignon Blanc Yalumba Y Series Pinot Grigio Yalumba Y Series Cabernet Sauvignon Yalumba Y Series Shiraz Yalumba The Scribbler Cabernet Sauvignon & Shiraz Yalumba Galway Vintage Shiraz Yalumba Patchwork Barossa Shiraz
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Yalumba Wine Yalumba continued as a Major Partner of the Adelaide Night Noodle Markets Yalumba were recognised through digital channels on the Good Food Month website, through social media and through product supply at the official Night Noodle Markets Launch. Website As a Major Partner, Yalumba’s logo and a link to the Yalumba website appeared on the partners’ page at http://adelaide.goodfoodmonth.com/ Additionally, the logo was included in the Major Partner logo string on each page of Adelaide Night Noodle Markets website delivering 63,269 page views across all pages of the website. Yalumba web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 48 716 impressions and 41 click throughs. Foodie News Yalumba featured in one Foodie News eDMs:
Yalumba Terrace • 15th September • Opens: 11, 770 • Clicks: 40
.
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Adelaide Casino Adelaide Casino was the exclusive entertainment precinct partner for the Adelaide Night Noodle Markets, marking the first year of partnership .
Adelaide Casino collaborated with long standing partner Coopers Brewery, to activate a pseudo Baccarat table, within the Coopers Beer Garden. Inviting punters to participate, Noodle goers were able to enjoy the fun of stimulatedgaming, which kept to the theme of an Asian Hawker style event as Baccarat is known to be, the world’s fastest growing Eastern game. The official launch was also hosted by Adelaide Casino’s Sean’s Kitchen, and popular restaurant Madame Hanoi made it’s first appearance at the Night Noodle Markets.
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Adelaide Casino 2015 marked the first year of the partnership with Adelaide Casino who were recognised through digital channels on Adelaide Night Noodle Markets website, through social media and through onsite activation and signage. Website
As a Major Partner, Adelaide Casino’s logo and a link to the Adelaide website appeared on the partners’ page at http://adelaide.goodfoodmonth.com/ Additionally, the logo was included in the Major Partner logo string on each page of Adelaide Night Noodle Markets website delivering 63,269 page views across all pages of the website.
SkyCity’s web-tile advertising appeared for the duration of the campaign across the Night Noodle Markets website, delivering 10 741 impressions and 11 click throughs. Foodie News Adelaide Casino featured in the September 23rd Foodie News edition: Adelaide Casino • 23rd September • Opens: 12, 851 • Clicks: 18 Social Media • 3 x integrated posts across Good Food Month channels.
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Renewal SA The Night Noodle Markets were excited to welcome Renewal SA to the Adelaide event. A key focus for the activation was to engage audiences and capture instant data and great moments with the Sweet Cheeks photo booth, which proved to be extremely popular. Consumers gathered under the dome marquee, surrounded by festoon lighting and gorgeous cherry blossoms to create their memories.
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Renewal SA Renewal SA were included as a Government partner as part of the Adelaide Night Noodle Markets. Renewal SA were recognised through digital channels on the Good Food Month website and through social media channels. Website
As a Government Partner, Renewal SA’s logo and a link to the Renewal SA’s website appeared on the partners’ page at http://adelaide.goodfoodmonth.com/ Additionally, the logo was included in the Major Partner logo string on each page of Adelaide Night Noodle Markets website delivering 63,269 page views across all pages of the website. Renewal SA web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 12 561 impressions and 30 click throughs.
Foodie News Renewal SA featured in one Foodie News eDMs: Adelaide’s Next Great Meeting Place • 23rd September • Opens: 12, 851 • Clicks: 48
Social Media • 4 x integrated posts across Good Food Month channels.
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SOUTH AUSTRALIAN TOURISM COMMISSION (SATC) South Australian Tourism Commission (SATC) was a major partner of the inaugural Adelaide Night Noodle Markets. SATC is committed to growing the states tourism industry by working with local initiatives and events. They were therefore able to leverage their support for tourism growth through their partnership with the Night Noodle Markets. Partner Recognition As a Major Partner, SATC received brand recognition across the following platforms: •
• •
•
Partners page of the official event website http://adelaide.goodfoodmonth.com/pa rtners Logo string on each page of the official website Sponsor acknowledgment reel and event signage at the official Night Noodle Markets launch event at Sean’s Kitchen, Night Noodle Markets event and directional signage
MREC SATC received an MREC on the homepage of the official website which generated 3044 impressions and 11 click throughs. Social Media SATC received integrated posts across Good Food Month channels, which were promoted on Facebook, Twitter and Instagram pages
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Oz Harvest As the official charity partner of Good Food Month, OzHarvest had an opportunity to activate at the Night Noodle Markets at the Adelaide Festival Centre Precinct, where for 11 days a group of 36 volunteers roamed the festival spreading awareness about the work OzHarvest does in nourishing our country. OzHarvest wheeled out its Good Fortune Cookie Cart and raised much needed funds through the exchange of fortune cookies for a gold coin donation . OzHarvest was also on call to collect any surplus food from stallholders at the conclusion of each night to redistribute to their partner agencies Funds raised via Ozharvest’s Night Noodle Markets activity will allow OzHarvest to deliver 32,900 meals to vulnerable Australians.
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Marketing Strategy
Marketing Objectives • • • •
Continue development of a national Good Food Month footprint, launching in South Australia Develop a South Australian database and community across social channels Grow positive engagement on social media channels Generate widespread, positive media coverage
Communication Strategy The Adelaide Night Noodle Markets brought to you by Good Food Month, in association with Adelaide Festival Centre’s OzAsia Festival launched in Sep 2015 as the first Fairfax event to run within South Australia. The Night Noodle Markets, a free to attend event gives attendees the opportunity to experience Asian restaurants in a relaxed, hawker style setting with access to both local and interstate restaurants. Our communication strategy focused on building a strong community within South Australia across our edm database, and social channels. The marketing campaign ran for 12 weeks and included a mix of digital advertising, radio, TV, social media and PR. Media partners included InDaily, Nova, 5aa and Channel 7 and OzAsia Festival as the overall event partner.
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Logo
The rationale behind the design of the logo was to incorporate the Good Food font and colour into the concept - thus integrating and aligning the brand into the Good Food vertical. The Adelaide Night Noodle Markets sit under the Good Food Month umbrella with the logo following the national festival guidelines.
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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 and visitors are exposed 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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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 hawker style market to celebrate Asian cuisine and culture with friends.
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 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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Fairfax Events I Good Food Month
Communication Plan
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Communication Plan
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Communication Plan
Campaign Value Activity
Value
Press
$98,405
Online
$98,277
Radio
$30,000
TV
$55,000
Social
$15,500
Outdoor
$17,250
Event Partners
$30,000
TOTAL VALUE:
$344,432
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Marketing Creative
The creative used came from the Good Food Month creative suite featuring illustrations of a noodle box with chopsticks and a crab. This creative featured throughout all print, online and outdoor collateral.
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Press Ad Examples
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Press Ad Schedule Press advertising ran across 22 titles throughout regional South Australia promoting the Adelaide Night Noodle Markets, in multiple sizes including: 10x7, 19x7, 38x7 and 20x7. Ads were place 5 times during the campaign duration. Dates of run Value Regional Tile Total Value 7 August – October 4 7 August – October 4
5 x $980.66 5 x $787.28
7 August – October 4
5 x 787.28
7 August – October 4
5 x $787.28
7 August – October 4
5 x $914.83
Barossa & Light Herald Border Chronicle
$4,903.30 $3,936.40 $3,936.40
Border Watch
$3,936.40
Coastal Leader
$4,574.15
Eyre Peninsula Tribune 7 August – October 4
5 x $980.66
7 August – October 4
5 x $672
$4,903.30
Flinders News
$3,360
Murray Pioneer 7 August – October 4
5 x $1,046.50
7 August – October 4
5 x $787.28
7 August – October 4
5 x $980.66
$5,232.50
Murray Valley Standard
$3,936.40
Naracoorte Herald
$4,903.30
Northern Argus 7 August – October 4
5 x $960.09
7 August – October 4
5 x $672
$4,800.45
On the Coast
$3,360
Penola Pennant 7 August – October 4
5 x $1,046.50
7 August – October 4
5 x $1,046.50
$5,232.50
Port Lincoln Times
$5,232.50
Port Pirie Recorder 7 August – October 4 7 August – October 4
5 x $672 5 x 918.40
7 August – October 4
5 x $909.35
Roxby Downs Sun
$4,592
South Eastern Times
$4,546.75
The Islander 7 August – October 4
5 x $1,046.50
7 August – October 4
5 x $1,046.50
7 August – October 4
5 x $914.83
$5,232.50
The Transcontinental
$5,232.50
Victor Harbor Times
$4,574.15
West Coast Sentinel 7 August – October 4
5 x $1,046.50
7 August – October 4
5 x $672
$5,232.50
Whyalla News Yorke Peninsula Country Times 37
TOTAL VALUE
$3,360
$3,360
$98,405.00
Fairfax Events I Good Food Month
Printed Flyer The printed flyer was created to introduce the inaugural Night Noodle Markets to locals. 15,000 programs were distributed via a strategic distribution covering key locations of heavy pedestrian traffic within the CBD, residential letterbox drop and via media partners including Novas street team. The flyer highlighted essential event information, a venue map, menus and activation areas.
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Signage Crowd Control Barriers
Crowd Control Barrier Signage
Event corflute signs were created to hang on crowd control barriers across the event site. They were also interspersed with bamboo signs and lantern signs.
Wing Banners Good Food Month wing banners were set up alternating at the entrances and throughout the Cultural Centre.
Wing Banner Signage
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Signage External Scrim Signage These signage pieces were used across all fence pieces facing out of the park around the Perth Cultural Centre. 10 x pieces of Noodle Markets scrim
Stall Signage 18 x stall holder signs
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Online Marketing In the inaugural year, the Adelaide Night Noodle Markets was heavily promoted online – utilising the vast array of digital channels and high audience reach within the Fairfax network. Good Food Month creative received extensive exposure on regional outlets (see Marketing Plan for specific channels) with the following placements: • • • • • • •
Homepage Hero Homepage shoestring Leaderboard animated Leaderboard static Mrec animated Mrec static Mobile tile
• You-tube activity saw the noodles hype reel viewed over 13,000 times. Facebook activity received over 6,000 clicks to goodfoodmonth.com with over 226,000 impressions.
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Social Media Objectives • • • •
Utilise Good Food Month channels of facebook, twitter and instagram Increase brand awareness and engagement Communicate South Australia’s newest outdoor food event Drive various social media audiences to the Good Food Month website Social Media Outlet
Follower/Likes (as of March 2015)
Follower/Likes (as of 28/10/2015)
38,618
47,000
7,078
11,288
12,300
14,400
Facebook DATA taken from: August, 2015 – October, 2015
Average New Likes Received Daily: 67
Daily New Likes Daily: The number of new people who have liked your Page (Unique Users) Number of likes
150
100
Daily New Likes Daily: The number of new people who have liked your Page (Unique Users)
50 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29
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Social Media - Facebook Facebook Key Figures
Average Figure
Daily Engagement
379
Weekly Page Engagement
2,323
Daily Total Reach
7,847
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Social Media – Top Posts
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Social Media Overview: Facebook Good Food Month Fans Age Group
Female
Male
13-17 year old
0.27%
0.12%
18-24 year old
14%
3%
23-34 year old
35%
9%
35-44 year old
18%
5%
45-54 year old
7%
2%
55-64 year old
2%
0.70%
65+
1%
0.45%
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Social Media: Paid Campaign Summary
The paid social campaign covered several avenues including Facebook, video, Instagram and programmatic advertising, specifically targeting South Australians. Asian Cuisine inspired imagery was utilised to evoke interest amongst the targeted foodie engaged audience present within South Australia. Facebook was the best overall performing digital medium, with a total of 6,087clicks and an average CTR of 2.68%.
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Paid Campaign True view
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Paid Campaign Instagram
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Paid Campaign - Programmatic
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Website
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Website Summary – Data pulled from July 1 – October 27, 2015 Website: adelaide.goodfoodmonth.com Total Page Views: 63,269 Users: 30, 090 Average Time on Page: 00:01:26
Landing Page
Page Views
Sessions
Home Page
40,375
31, 658
Oz Asia Page
1,514
666
Entertainment
3,684
3,346
FAQ’s
1,656
139
Map
15,148
2,400
Partners Page
1,169
120
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Website
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Website
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Database Communications ‘Foodie News’ is the national Good Food Month edm communication sent out on (usually) Tuesday mornings to communicate event information, encourage website traffic and visitor attendance. As our first South Australia event, we implemented a data capture campaign to build the subscriptions of South Australians as the campaign commenced. Date sent
Tuesday 03/09/2015
Email Title
Opened
% Opened
Clicked
% Clicked
Recipients
Join Alessandro Pavoni at Growers' Market | Sydney Good Food Month Feature Events | Download your Adelaide Night Noodle Markets map
14,130
23.6%
1,112
1.9%
60,015
1.5%
59,768
1.6%
62,716
2.1%
62,523
InDaily
Tuesday 15/09/2015
Wednesday 23/09/2015
Tuesday 29/09/2015
Best of the Brunch Events During Sydney Good Food Month | Nightly Entertainment Line-up Announced for Adelaide Night Noodle Markets
86
11,770
19.8%
903
Yalumba Wine
40
Channel 7
26
Adelaide Night Noodle Markets Starts Tomorrow | Hot, New and 12, 851 Fiery Picks This Sydney Good Food Month | Melbourne Program out September 29
20.6%
986
InDaily
47
Adelaide Casino
31
Adelaide Festival Centre
48
Channel 7
33
Melbourne Good Food Month program out today | FREE ice cream from Pierre Roelofs | Sydney get your sweet tooth ready
11,961
19.2%
1,319
NOVA
23
Channel 7
22
Yalumba
42
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Database Communications EDM Examples
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Data Capture Drive To build our South Australian community, we launched a digital and on site data capture activity in the form of a competition to “Win the perfect foodie weekend away in New York City�
Online Campaign running across all Good Food Month social channels and FFX digital channels within South Australia resulting in: South Australian entries: 1283
Onsite Ipad entry points onsite at the Night Noodle Markets
Onsite entries: 3200
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Broadcast Partnership Channel 7 | Television A media partnership was secured with Channel 7 Adelaide involving production and scheduling of 30 sec TVC, social media support., and live weather cross opportunities.
Channel 7 were integrated into the Adelaide Night Noodle Markets marketing campaign via print, digital and social channels. They also had presence onsite.
Marketing Integration Examples: Onsite branding, edm inclusions, online banners and social posts
EDM Feature: September 15 and 23, 2015
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Broadcast Partnership InDaily | Digital A media partnership was secured with InDaily involving editorial features, website advertising campaign, edm features and social support. InDaily content was integrated into the Adelaide Night Noodle Markets marketing campaign via print, digital and social channels. They also had an activation on site at the Night Noodle Markets.
Marketing Integration Examples: -Onsite activation, edm inclusions and social posts
EDM feature: September 23, 2015
EDM feature: September 3, 2015
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Broadcast Partnership NOVA and 5aa | Radio A media partnership was secured with Nova and 5aa production of and promotional on air spots, program distribution and digital support. Nava and 5aa content was integrated into the Adelaide Night Noodle Markets marketing campaign via print, digital and social channels. They also had an activation on site at the Night Noodle Markets.
Marketing Integration Examples: -Onsite activation, and edm inclusion Sent: September 29, 2015
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PR The PR campaign resulted in
•
Total pieces of coverage: 51
•
Total audience reach: 2,114,982
Key PR highlights across the campaign included:
•
Weekly stories across InDaily
•
Channel 7 Adelaide weather cross
•
Channel 9 Adelaide weather cross
•
Channel 10 Adelaide weather cross
•
891 ABC Adelaide Drive with Michael Smith, Interview with James Meehan of Filipino bbq stall Hoy Pinoy
•
SA Life, Midnight Snack
•
Scenestr, 4 Secret Adelaide Night Noodle Market Recipes
•
Glam Adelaide, Local and Interstate restaurants flock to join Adelaide’s first Night Noodle Markets
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PR
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PR Editorial Integration
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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