Event Report 2014
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
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Contents 01
Introduction & Thanks
02
Snapshot
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Night Noodle Markets
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Afternoon with the Stars
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Restaurant & Industry Event Program
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Partners
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Hospitality & Functions
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Marketing Strategy
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Appendix
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Fairfax Events I Good Food Month July 2014
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Introduction and Thanks
The inaugural Brisbane Times Good Food Month presented by Citi offered the opportunity for food lovers across Queensland to celebrate the State’s extraordinary culinary scene throughout July 2014. The announcement of Queensland’s very own Good Food Month was made by no less a luminary than Ferran Adria of Spain’s El Bulli, one of the world’s best known and most respected chefs. He was welcomed with great excitement at a preview event held on the roof terrace at The Gallery of Modern Art in June 2014, and stayed to give an engaging talk on the future of food at the gallery’s packed auditorium. Brisbane’s program followed the successful categories established with Sydney’s long running and much loved Good Food Month, with more than 250 individual food events on offer, from fine-dining dinners to family-friendly meals.
Food lovers had the opportunity to lunch at some of the city’s best restaurants for the bargain price of $38, or have dinner for even less with Good Dinners Under $30. They could start their work day with a special Good Food Month breakfast with Breakfast Club, try a Tanqueray cocktail and bar snack with Bar Hop or call in after hours to graze from a Supper Club menu. Joanna Savill Festival Director, Good Food Month Editor, The Sydney Morning Herald Good Food Guide 2015
The Night Noodle Markets at South Bank which ran for 11 nights (17-27 July) were highly anticipated and visitors came in droves. 170 000 Asian-food lovers were spoilt for choice with 22 themed restaurant stalls, four bars, seating areas, fun lighting and plenty of great music. Good Food Month charity partner OzHarvest sold an amazing 7000 fortune cookies at the Night Noodle Markets generating an impressive $10,000 to help feed the less fortunate. Festival Manager and Good Food Guide editor Natascha Mirosch hosted two dinners in partnership with the Brisbane Times Good Food Guide 2014-15, which also launched in July. Both the inaugural Editors’ Dinner and the Young Chefs’ Dinner were huge successes. Brisbane (and regional) venues embraced Good Food Month with gusto, staging imaginative and popular one-off events of their own. These included the Queensland Symphony Orchestra at a Venetian inspired dinner at Bacchus. At Gastronomy After Dark at the Queensland Museum, scientists, providores and chefs explained the science of food with gastronomy demonstrations and cooking classes. Wine from around the country and cuisines from around the globe were also represented at a host of delicious dinners, talks, cooking classes and more.
Afternoon with the Stars presented by Harvey Norman was a highlight of Good Food Month. Three multiple award-winners from the Good Food Guides - Peter Gilmore of Sydney’s Quay, Andrew McConnell of Melbourne’s Cutler & Co , Cumulus Inc, Supernormal and more and Citi Chef of the Year Ryan Squires of Brisbane’s Esquire demonstrated their skills and recipes to an intimate but sell-out crowd at Wandering Cooks, an excellent culinary space in South Brisbane. With such a high level of interest from both food businesses and the public, there’s no doubt that Brisbane Times Good Food Month has a great future in Queensland. And we thank everyone who was involved in making it such a huge success. Joanna
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Fairfax Events I Good Food Month July 2014
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Snapshot
Australia’s largest food festival, Good Food Month presented by Citi, expanded into Queensland in 2014 as Brisbane Times Good Food Month. • Brisbane Times Good Food Month ran from July 1-31 2014. • It included more than 250 individual events.
• Let’s Do Lunch was the most popular category, with 22 venues taking part. • Almost 200 individual restaurants participated across the program. • More than 170,000 people attended the Night Noodle Markets. • 87% of event attendees indicate that they are likely to attend next year. • 62% would encourage family and friends to visit Brisbane for the event.
• Satisfaction level overall was 7.6% with Night Noodle Markets gaining a satisfaction level of 7.3%. • PR and marketing value totalled more than $2m.
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“The Night Noodle Markets were amazing, I've never experienced anything like them and never seen Southbank so alive and all of Brisbane out enjoying themselves!� Repucom Survey respondent
Fairfax Events I Good Food Month July 2014
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Night Noodle Markets
At South Bank’s Cultural Forecourt on Brisbane riverside, with spectacular night-time views of the city, Brisbane’s inaugural Night Noodle Markets delighted Brisbane food lovers for 11 nights during Good Food Month (July 17-27). The city buzzed, word spread and social media ran hot with thousands of comments and images. The lantern garden was a particular favourite. An average of 15,000 people poured through the gates each night, despite a couple of brisk winter evenings and some short showers. Attendance peaked at 28,000 on the first Saturday night – amazing for a first-time event! While queues on some evenings were deep, patronage was steady at all 22 stalls and four branded bars. Seating areas provided by our partners were well occupied.
A constantly rotating program of entertainment and great music at the bars and activations ensured everyone lingered until closing time. In total, around 170,000 people enjoyed Brisbane’s Night Noodle Markets. Many of our stallholders said the event ‘had been fantastic for their business’ and they couldn’t wait until next year. Working with Closed Loop, our waste management partners, we were able to divert 40% of waste (30,000 tonnes) from landfill. Key learnings from the site will ensure this figure improves in 2015. Check these links for videos and images from this festive highlight of the very first Brisbane Times Good Food Month. https://www.youtube.com/watch?v=x-QGx7EtTz4 http://shootthechef.stackla.com/?p=nightnoodlemarkets We’ve already had stallholder inquiries for 2015!
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“A really great opportunity that showcased some of Brisbane's best Asian food. Got the chance to taste lots of little bits from all the stalls. I will probably go and eat at some of these establishments after trying their food at the Noodle Markets. Great vibe at the markets. Everyone was so friendly and just there to have a good time and enjoy some delicious food.� Repucom survey respondent
Fairfax Events I Good Food Month July 2014
“The whole concept was fantastic. The food was delicious; it was great to be able to try some new things from new restaurants. The only downside was some of the lines, but with events being so popular it wasn't surprising.� Repucom survey respondent
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Citibank Citi’s famous VIP area launched in Brisbane in 2014, bringing to South Bank a new offering to its loyal customers in the form of a branded marquee with strings of fairy lights placed beneath the iconic Wheel of Brisbane, as well as the familiar private bar and popular Citi Concierge service. Outdoor stools and high tables gave Citi customers additional seating and branded umbrellas offered protection from the winter night. The concierge service provided Citi customers with dishes from two Citibank Dining Program restaurants:
Fat Noodle Peng You
Citi customers also enjoyed a free glass of Yalumba wine with each dish ordered through the Concierge service. Signage at the Night Noodle Markets included:
Citi logo in lockup on every stall
Citi logo in lockup on all event signage
Branded scrim fencing at perimeter
Additional Citi CCBs located around the Noodle Markets
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Fairfax Events I Good Food Month July 2014
Coopers Brewery In 2014 the Coopers Beer Garden came to Brisbane, taking residence on the banks of the Brisbane River. The ever popular Coopers Beer Garden included;
A decked beer garden with tables and benches Branded beer barrels ‘Australian Made, Australian Owned’ umbrellas DJ provided additional entertainment and created a fun party atmosphere 12 x branded crowd control barrier signs were used to create the bar queue
Coopers product range was consistent across the four bars and included:
Coopers Original Pale Ale Coopers Sparkling Ale Coopers Mild Ale Cooper Artisan Coopers Light Cans Sapporo 650ml Cans
Coopers was served at all four main bars at the Brisbane Night Noodle Markets
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Fairfax Events I Good Food Month July 2014
Harvey Norman Harvey Norman brought its Colour Quarter to Brisbane in 2014. The colour inspired marquee showcased a range of small appliances from Trent & Steele, displayed on plywood crates and nestled among ferns covering the back wall of the marquee.
The range of small appliances could all be purchased from the Harvey Norman Colour Quarter via cash n’ carry or on-line, with the help of friendly staff. Harvey Norman staff were on site to assist customers and talk through the range available for purchase. Products for sale were offered at a special Night Noodle Markets discount (20%).
iPads located at the Harvey Norman Colour Quarter invited consumes to vote for their favourite colour and get the chance to win a Harvey Norman Gift Card valued at $25. During Good Food Month, Harvey Norman offered customers the chance to win $80 worth of “noodlemoney” to spend at the Night Noodle Markets. This could be redeemed at Sake, Fat Noodle and New Shanghai restaurant stalls for $10 dishes and for drinks from the main bars.
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Fairfax Events I Good Food Month July 2014
Tanqueray Gin Tanqueray Gin continued their sponsorship of Good Food Month with a fun and engaging activation at the Brisbane Night Noodle Markets. The Tanqueray Gin Lounge was a 5 x 10 marquee dressed completely in green foliage with outdoor benches and tables for consumers to enjoy. An impressive lighting feature hung from the centre of the marquee with a dynamic floor which lit up when people stepped onto it. 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 11 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 12 x branded crowd control barrier signs to create the bar queue and bar menus.
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Fairfax Events I Good Food Month July 2014
Thatchers Cider Thatchers brought a hugely popular seating area and DJ set list to the Brisbane Night Noodle Markets in 2014, with a colour palette of natural timber with accents of yellow throughout their activation. Fun upturned wooden bucket stools, yellow timber deck chairs and big yellow cushion bags provided consumers with plenty of seating to relax in. At the centre of the Thatchers Orchard 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 entertaining hundreds of consumers every night. #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 Market 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 of the four main bars at the Brisbane Night Noodle Markets.
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Fairfax Events I Good Food Month July 2014
Yalumba Wine Yalumba brought its beautiful Festival Garden to the Brisbane Night Noodle Markets in 2014. The concept was to create a space that gave consumers a relaxing wine garden experience away from the hustle and bustle of the market, allowing participants to gather together to eat, drink and talk on long communal tables. The theming continued into the bar with a back wall displaying wine bottles in alcoves and menu chalkboards, with potted plants hanging from the roof. Bespoke crowd control barriers made to look like vines formed the queues to the bar. The furniture, archway and back wall in the bar were all beautifully built using wood from the Yalumba wood workshop in Barossa Valley. A charcoal black, branded archway marked the entrance to the Yalumba Festival Garden and two large Y garden signs added unique branding to the space Festoon lighting stretched across the Yalumba Festival Garden beside the Wheel of Brisbane, and spot lighting accentuated the archway and Y garden area. 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 • Yalumba Eden Valley Viognier • Yalumba Patchwork Barossa Shiraz • Yalumba The Scribbler Cabernet Shiraz The following premium wines were exclusive to the Yalumba bar: • Yalumba Hand Picked Shiraz & Viognier • Yalumba Barossa Cabernet Sauvignon & Shiraz
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Fairfax Events I Good Food Month July 2014
Schweppes & Real Iced Tea Co. Schweppes and Real Iced Tea Co. sponsored Good Food Month for the first time in 2014, with an colourful and engaging activation at the Night Noodle Markets. Schweppes created a canopy of parasols suspended over 100 x branded crate seats and tables for consumers to gather around. Schweppes commissioned local artists to create an eclectic wall of different Asian themed drawings over nine nights. Each night a new artist would begin drawing over the previous artists’ work until the wall was covered in a variety of different artistic impressions.
The art wall will be taken to Melbourne in November to be auctioned for charity. 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. drinks including:
Pepsi Cool Ridge Water Real Iced Tea Company Peach Real Iced Tea Company Lemon Schweppes Natural Mineral Water Schweppes Lemon & Lime Mineral Water
Schweppes concierge staff offered consumers branded chopsticks and information on what was taking place at the Night Noodle Markets each day.
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Afternoon with the Stars presented by Harvey Norman
In an afternoon of intimate cooking demonstrations, three multi-hatted and Good Food Guide award-winning masters of contemporary cuisine shared the tricks, tips and techniques that have won them so many accolades both in Australia and beyond. (July 13). 100 excited ticket-holders were delighted to meet Peter Gilmore of Quay in Sydney, Andrew McConnell of Melbourne’s Cutler & Co, Supernormal, Cumulus Inc (and more) and Ryan Squires of Esquire – Brisbane Times Good Food Guide Chef of the Year for 2014-15. 26 Fairfax Fairfax Events Events I Good I Good Food Food Month Month October July 2013 2014
Harvey Norman at Afternoon with the Stars. Harvey Norman came on board as the namingrights partner for Afternoon with the Stars and provided the impressive SMEG cooktop and beautifully designed display walls filled with a variety of cooking equipment and small appliances. The recipe pack included an A4 ad promoting the Harvey Norman colour range of small appliances, alongside recipes from the chefs. Signage also included 2 x pull up banners positioned beside the cooking demonstration stage, positioning Harvey Norman as the Cooking Specialists.
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Program
For Brisbane’s inaugural Good Food Month celebration in July, there were 26 categories and more than 250 individual events staged by restaurants, bars, cafes, markets, and other food businesses. The program consisted of 26 event types or categories, ranging from breakfast through to late night suppers, cocktails, tours, classes and much more. Despite being the first year for Brisbane, almost 70% of our eventholders were already aware of the Good Food Month brand and participated because they wanted to be part of this high profile event. Based on eventholder statistics plus Night Noodle markets figures, an estimated 250,000 people attended Brisbane Times Good Food Month events throughout July.
“Good Food Month means more to Brisbane and my establishment than any other publication has come up with in the past and certainty has its hold on the future.” Ryan Squire, Esquire Restaurant, Brisbane.
“Next year, I'm planning on attending a whole lot more. This year, I was so impressed with everything I attended. Can't wait for 2015!” Repucom survey respondent
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Breakfast Club Brisbane loves breakfast and weekdays proved a popular time to catch up with friends or work colleagues, particularly when special set breakfast menus were offered at top Brisbane cafes for $20, including a day-starting tea or coffee.
“We had between 400-450 people order our Breakfast Club specials, with an average spend of around $25’’ Cafe owner, Bundaberg.
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Let's do Lunch Co-presented by Coopers, Yalumba & Schweppes
Leading restaurants in Brisbane and regional Queensland who appeared in the Brisbane Times Good Food Guide offered set lunches throughout July. Just $38 bought a main course including tea or coffee, a glass of Yalumba wine or Coopers beer or Schweppes Sparkling, Still or Flavoured water.
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Let’s do Lunch was the most popular category among event holders, with 22 Brisbane Times Good Food Guide restaurants participating, including hatted restaurants such as Aria and Il Centro, Stokehouse and E’cco Bistro.
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More than 6000 diners took advantage of the offers throughout July
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Regional hatted restaurants who participated included Seaduction on the Gold Coast and Spicer’s Tamarind at Maleny.
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“We had approximately $400 from one table who dined with us specifically for the ‘Lets Do Lunch’ promo,” Restaurateur, Brisbane.
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Sunday Family Lunch A convivial Sunday lunch format was enjoyed throughout July, whether with family or a group of friends. • The Sunday Family Lunch brought back the tradition of sharing a leisurely meal with loved ones. • 6 Restaurants participated in Sunday Family Lunch • 5 participated on multiple dates • Around 1000 diners attended a Sunday Family Lunch
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“We were thrilled with how the Good Food Month marketing went this year for the Sunday Family Lunch promotion. This increased our exposure to a new and more varied audience. A large number of the guests who dined with us on a Sunday during the month of July had not been to Pony prior and we had great feedback from those that attended. After the success of this campaign with Fairfax Media, we will definitely be involved in Good Food Month in 2015, maybe doing a couple of the options next year.� Juliette Buhot, Pony Dining, Brisbane.
Fairfax Events I Good Food Month July 2014
Hats Off Dinners Presented by Tanqueray
Hatted chefs from the Brisbane Times Good Food Guide indulged a few culinary fantasies; throwing out their everyday menu for one night only. Eleven restaurants, all of whom were awarded hats in the 2013/2014 Brisbane Times Good Food Guide presented a Hats Off Dinner and a complimentary Tanqueray & Tonic or Tanqueray cocktail during July; a chance for chefs to put aside their usual menus and do something completely out of the box. Around 850 diners attended a Hats Off Dinner.
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World Dinners Passports were left at home for these culinary world trips that showcased the food of several different continents. Nine restaurants signed up to do World Dinners, each an authentic expression of a national or regional cuisine style. Four restaurants held world dinners on multiple dates. Cuisines represented included regional Italian (Naples), American, Thai, regional Mexican (Yucatan), Spanish, Middle Eastern and more. More than 800 people attended World Dinners.
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Supper Club Where to head after hours for late night snacks, drinks or full meals? A handful of Brisbane restaurants stepped up to the challenge. Three Brisbane venues offered Supper Club menus throughout July, feeding those out and about in the later hours.
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Good Dinners Under $30 Good food, great value. These Brisbane and regional restaurants offered two course menus for just $30 per person. Seven Brisbane restaurants participated in Good Dinners Under $30 – a fabulous offer for the budget-conscious wanting to experience somewhere new.
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Editors' Dinner On July 16, around 80 guests sat down to dinner with The Sydney Morning Herald Good Food Guide editor, Joanna Savill and Brisbane Times Good Food Guide editor, Natascha Mirosch.
Hosted by Gerard’s Bistro, head chef Ben Williamson’s five course dinner including matched wines showed precisely why Gerard’s was awarded the accolade of Brisbane Times Restaurant of the Year 2014. It was a relaxed crowd who came to dine and listen to Joanna and Natascha share the stories of putting Good Food in print, as well as answering questions from the floor. The most eagerly asked was, as ever, “How do I get on the reviewing team?!’
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Inaugural Young Chefs Dinner Hosted at the well loved E’cco Bistro, the inaugural Young Chefs’ Dinner showcased the talent of six of our most promising young chefs, including the Brisbane Times Good Food Guide 2014/15 Best Young Chef award winner, Ben Devlin, with an impressive six course degustation. Tickets sold out in just two days. Around 125 diners experienced this showcase of up-and-coming Queensland culinary talent. Finalists in the Brisbane Times Good Food Guide Young Chef of the Year Award, the six chefs, all aged under 30, had competed before a panel of their peers and were judged to be the most promising in their field. Course One, Ben Devlin, Esquire Smoked beef tartar, steamed cod brioche, cauliflower and salted egg yolk. Course Two, Matt Fury, Restaurant Two Carrots, rye, chestnut, onions
Course Three, Josue Lopez, GOMA restaurant Paperbark-wrapped flathead, pippis, lemon myrtle, lillypilly Course Four, Braden White, Ricky’s River Bar & Restaurant/Wood Fire Grill Roasted duck breast, rillette, parfait, garden peas, parsnip, candied cumquat, tendril
Course Five, Ollie Hansford, Stokehouse Rangers Valley rump cap, smoked bone marrow custard, ale braised onion shell, potato crisp with mushroom salt, trompette mushroom, tarragon oil, sauce Course Six, Kirsty Mundt, Stokehouse Kalingo Valrhona namelaka, orange and coffee cream, puffed rice, orange sponge
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Private Dining Diners had the chance to get up close and personal with their favourite chefs and learn more about them, their cooking, philosophy and their menu in an intimate, relaxed environment. Five Brisbane restaurants, seating from between 40 and 200 guests, put on private dining events, from a dinner based around the four elements, to ‘Forest and Paddock’ featuring both wild and cultivated ingredients.
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Bar Hop Presented by Tanqueray
Some of the city’s best bars shook it up during July with Tanqueray-based cocktails - both classic and contemporary - along with a specially designed bar snack for just $20. Bars got creative with a drink based on Tanqueray Gin matched to a specially created bar snack. Sixteen of Brisbane’s tops bars participated. Around 1200 people took advantage of the offer.
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Drink & Dine It was all about the drinks - from cider to champagne. These top drops were matched with equally top notch food of course. Ten venues entered this popular category with four putting on multiple events during the month. Dinners came matched with beer, wine flights or sometimes both, in a liquid showdown for supremacy. There were around 1500 attendees across the month, with some of the events selling out within days.
“We were very happy with the numbers. Along with the promoting of events in the media we carried out our own internal marketing and were pleased with the result. We look forward to next year� Brisbane restaurateur
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45 Fairfax Events I Good Food Month July 2014
Instant Expert Food lovers were guided to become cleverer cooks with this range of classes by chefs and food artisans. Nine food venues participated in our very popular Instant Expert classes: with everything from chocolate making and vegan cooking classes to learning the secrets behind making curry pastes from scratch.
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Kids in the Kitchen Hands-on cooking for kids was on the program for Good Food Month, along with some ‘kiducation’ on food wastage by OzHarvest. OzHarvest Kiducation put on both Kids in the Kitchen events in July. Boisterous, fun affairs, they nevertheless had a learning element - teaching children how to cook without wasting food.
“It was a unique learning experience for the children and Cam and Dave rocked the kitchen. My son did a talk at school on how to make a pizza base from scratch afterwards and we put a notice on our fridge about being mindful of food waste. It was both valuable and good fun.” Brisbane parent.
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Talk & Taste Food experts informed and inspired, communicating their own passions in these intimate classes. Food lovers are always keen to learn something new and our Talk & Taste category offered an opportunity for them to do so. Three venues put on multiple Talk & Taste Events. They included interacting with a chef and sommelier over house-made charcuterie and wine matches, a discourse by a ginger expert followed by a ginger-themed dinner and walking food tours of Brisbane’s ‘little Asia’- Sunnybank.
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Markets Local was the keyword, as marketgoers got the chance to chat with the people who grow or make their food. Everybody loves a food market and three of Brisbane’s best came under the Good Food Month umbrella this July, attracting thousands of keen foodlovers eager to get their hands on fresh- from- the-farm produce.
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Art & Food Music, literature and art were all represented, along with some equally highbrow food. Art, literature, cinema and photography were all represented in this category. Thousands flocked to the Gallery of Modern Art’s Harvest Exhibition, where food was celebrated through every possible artistic medium. A collection of food photographs, taken by amateurs and professionals alike, went on display at Fish Lane Studio and the beauty and decadence of F Scott Fitzgerald’s Great Gatsby was re-imagined with a champagne dinner high above the Brisbane River.
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Community & Outdoor Festivals Whether it was a day out at a country food festival or in the CBD, the spirit of sharing and celebration was alive during July. Three events were registered in this category, two of them regional. Eat Local Week showcased the food, wine and beverages produced in the Scenic Rim with a program from fine-dining experiences to free and low-cost activities while the Winter Harvest Festival showcased farm, vineyards and produce to locals and visitors. Our charity partner OzHarvest had celebrity guest V8 Supercar Champion Jamie Whincup rescuing and delivering food and helping to serve up a ‘surplus’ feast of rescued ingredients that would otherwise have ended up as landfill. Instead OzHarvest fed the masses with a free (and much appreciated!) lunch.
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Rooftops & Laneways Under July’s cool, clear night skies, unexpected locations came to life to show off the city skyline.
Two events were registered under this category: one on a rooftop, with stunning city views, the other in a purpose-built laneway in the historic Petrie Barracks.
“Dinner Under the Stars featured four of the Barracks’ best restaurants; Cabiria, Peasant, Libertine and The Chelsea Bistro. Guests came together at one long table, running along Barracks Lane with giant green chandeliers of magnolia, asparagus fern, and groupings of fragrant herbs including mint, bay leaf, rosemary, thyme and sage suspended overhead. And to complement them, shrubbery was bursting with thick bundles of fresh produce, such as asparagus, fennel bulbs, artichokes, carrots and pumpkin. We were spoilt by an eight course tasting menu with modern French, rustic Spanish and French-Vietnamese food, with beverages from Stewarts Wine Co. and desserts from Mövenpick, The atmosphere definitely had a Willy Wonka-esque vibe that was perfect with the thankfully mild winter evening.” Melissa Loh, food blogger
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54 Fairfax Events I Good Food Month July 2014
Pop-ups & Parties Secret spaces and unusual locations were the features of these events, where chefs got out of the kitchen and their comfort zones. There were three events registered in this category. More than 1000 people attended. Esq Street Eats was a street-food pop-up run by Esquire restaurant, which ran very successfully on ten different dates. For this three-hatted venue, it was the opportunity to introduce a more casual side of the fine diner to new customers and old. A hundred people joined the party at the regional Pop Up at Hervey Bay, on Scarness Pier at sunset hosted by the onehat Coast Restaurant, while almost 500 people visited the Queensland Museum after hours for Gastronomy After Dark.
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The Regional Table Sharing and showcasing the beauty of regional Queensland, our best and brightest producers had the chance to shine. Five events were held in regional Queensland and three in Brisbane. Around 700 people attended a Regional Table event.
Down to Earth Paddock to plate, farm to table, beehive to honey-based cooking; producerbased events took food lovers straight to the source. There were three events registered in this category, including Brisbane’s newest Farmers Markets, which were held over four days during Good Food Month. Over 4000 people attended Down to Earth Events.
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The Ultimate High Tea High tea lovers were treated to an indulgent afternoon tea with all the trimmings, including a glass of sparkling. Four venues registered under this category. Three of the four held high teas on multiple days throughout July. Around 600 people attended across Good Food Month.
Let's Do Dessert Presented by Yalumba Pastry chefs came under the spotlight with carefully created treats offered with a glass of dessert wine from Yalumba for just $20. Around 500 diners took advantage of the offer.
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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 to some of Good Food Month’s most popular events as well as creating unique events in partnership with Citibank Dining Program partner restaurants:
Ultimate High Tea experience at Citibank Dining Program partner restaurant, Customs House, with a complimentary glass of sparkling wine Dinner at complimentary drink at Citibank Dining Program partner restaurant Urbane Restaurant’s event, Green Grown Competition to win an evening with Festival Director and Good Food Guide editor Joanna Savill for a very special Good Food Month Hats Off Dinner at Restaurant Two, celebrating their 15 th Birthday Reserved seats for Citi customers at the sell-out Editors’ Dinner event at Gerard’s Bistro 30 reserved seats for Citi customers at the Inaugural Young Chef’s Dinner at E’cco Bistro Citi customers were given a 50% discount on The Brisbane Times Good Food Guide. Access to the Citi VIP area at Night Noodle Markets Complimentary glass of Yalumba wine with every order from the Citi Concierge at the Brisbane Night Noodle Markets A free copy of The Brisbane Times Good Food Guide 2014 to the first 100 customers to attend the Citi VIP area at the Brisbane Night Noodle Markets
Citibank also leveraged its association and partnership via:
Citi Customer eDMs Press releases A dedicated micro-site at www.citibankdining.com.au/events
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Citibank Digital As presenting partner, Citi’s logo and link to the Citi website appeared on the Good Food Month partners’ page at http://brisbane.goodfoodmonth.com/ Additionally, the logo was included in the 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 280, 978 page views across the campaign, leading to 757 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 8040 page views.
Social Media Citi were acknowledged through logo lock-up across Good Food Month Social Media pages on Facebook, Instagram and Twitter.
Citi also received the following digital posts:
1 x weekly photo across social media platforms 4 x integrated stories across social media 3 x integrated stories in Foodie News eDMs Strip ads on all Good Food Month Foodie News eDM sent out to the Brisbane database
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Citibank Foodie News Three integrated stories from Citi featured in the Foodie News e-newsletter during and after Good Food Month. The Citi logo was included in the lock-up in all eDMs. Good Food Month promo eDM June 26 Click throughs: 0 Night Noodle Markets solus eDM July 10 Click throughs: 11 Consumer Survey Aug 08 Opens: 498
Additionally, a Citi banner ad was included in each Foodie News.
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Cathay Pacific Airways Cathay Pacific is sponsoring Good Food Month through the provision of flights for International guest chefs and were . acknowledged as a major partner of Brisbane Times Good Food Month.
Website As a major partner, Cathay Pacific’s logo and a link to Cathay Pacific’s website appeared on the partners’ page at brisbane.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1, 217, 756 page views across the campaign. Cathay Pacific web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 33, 069 impressions and 29 click throughs.
Foodie News Cathay Pacific featured in one Foodie News with an integrated story.
Noodles Solus July 16 Opens: 679
Social Media
2 x integrated stories featuring events at Cathay Pacific across Good Food Month Facebook 2 x integrated stories across Twitter
62 Fairfax Events I Good Food Month July 2014
Coopers Brewery Coopers’ continued its sponsorship of Good Food Month as a major partner of Brisbane Times Good Food Month as well as co-presenting 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.
Website As a major partner, Coopers’ logo and a link to Coopers’ website appeared on the partners’ page at brisbane.goodfoodmonth.com/partners Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1, 217, 756 page views across the campaign. Coopers’ web-tile, promoting the Coopers Beer Garden at Night Noodle Market, appeared for the duration of the campaign across the Good Food Month website, delivering 30, 212 impressions and 93 click throughs.
Foodie News
Foodie News: Week 4 July 24 Opens: 563
Social Media
4 x integrated posts across Good Food Month
63 Fairfax Events I Good Food Month July 2014
Harvey Norman This was Harvey Norman’s first year as a major partner of The Brisbane Times Good Food Month. Harvey Norman activated their partnership across the Night Noodle Markets and through equipment supplied at Afternoon with the Stars. Brisbane Times Good Food Month programs were distributed in Harvey Norman stores around Brisbane. Harvey Norman produced in-store POS promoting its partnership with Good Food Month and ran an in-store competition offering food and drink vouchers at the Night Noodle Markets.
Website As a major partner, Harvey Norman’s logo and link to Harvey Norman’s website appeared on the partners’ page at brisbane.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1, 217, 756 page views across the campaign. Three variations of the Harvey Norman web-tiles appeared for the duration of the campaign across the Good Food Month website, delivering 33, 759 impressions and 61 click throughs.
Foodie News Harvey Norman featured in one Foodie News with an integrated story.
Foodie News: Week 3 July 17 Opens: 560
Social Media
2 x integrated stories across Good Food Month Facebook 2 x Instagram posts
64 Fairfax Events I Good Food Month July 2014
Tanqueray Gin Tanqueray continued its partnership as the exclusive spirit and major partner of Good Food Month as well as presenting partner of the Hats Off Dinners and Bar Hop. Tanqueray activated their 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.
Website As a major partner, Tanqueray’s logo and a link to Tanqueray’s global website appeared on the partners’ page of brisbane.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1, 217, 756 page views across the campaign.
Tanqueray’s web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 38, 079 impressions and 27 click throughs.
Foodie News
Foodie News: Week 4 July 24 Opens: 563
Social Media
2 x integrated stories across Good Food Month Facebook 2 x integrated post across Good Food Month Twitter
65 Fairfax Events I Good Food Month July 2014
Thatchers Cider This was Thatcher’s first year as exclusive cider, and major partner of Brisbane Times Good Food Month. Thatchers activated their partnership across the Night Noodle Markets and through product supply at Feature and VIP events.
Website As a major partner, Thatchers’ logo and a link to Thatchers’ website appeared on the partners’ page at brisbane.goodfoodmonth.com/partners
Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1,217, 756 page views across the campaign. Thatchers web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 35, 935 impressions and 38 click throughs.
Foodie News
Foodie News: Week 3 July 17 Opens: 560
Social Media
4 x integrated posts across Good Food Month
66 Fairfax Events I Good Food Month July 2014
Schweppes This was Schweppes’ first year as exclusive cold non-alcoholic beverage, and major partner of Brisbane Times Good Food Month as well as co-presenting partner of the Let’s Do Lunch category. Schweppes activated their partnership across Night Noodle Markets and through product supply at Feature and VIP events.
Website As a major partner, Schweppes’ logo and a link to the Schweppes website appeared on the partners’ page at brisbane.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 1, 217, 756 page views across the campaign.
Schweppes’ web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 37,275 impressions and 45 click throughs.
Foodie News
Foodie News: Week 2 July 10 Opens: 599
Social Media
2 x integrated stories across Good Food Month Facebook 2 x integrated post across Good Food Month Twitter
67 Fairfax Events I Good Food Month July 2014
Yalumba Wine This was Yalumba’s first year as exclusive wine, and major partner of Brisbane Times Good Food Month as well as copresenting partner of the Let’s do Lunch category. Yalumba activated their partnership across Night Noodle Markets, through event offers in Let’s Do Lunch, Let’s Do Dessert and through a Feature Event - Butcher Baker & Winemaker, as part of Drink and Dine. Yalumba also activated their partnership through product supply at Feature and VIP events.
Website As a major partner, Yalumba’s logo and a link to Yalumba’s website appeared on the partners’ page at brisbane.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website delivering 1, 217, 756 page views across the campaign. Yalumba’s web-tile advertising appeared for the duration of the campaign across goodfoodmonth.com, delivering 36, 335 impressions and 47 click throughs.
Foodie News
Good Food Month: First Week Begins! June 26 Opens: 678
Social Media
2 x integrated stories across Good Food Month Facebook 2 x integrated post across Good Food Month Twitter
68 Fairfax Events I Good Food Month July 2014
Butcher, Baker & Winemaker presented by Yalumba Yalumba launched the inaugural Butcher, Baker & Winemaker consumer event as part of Drink & Dine in the Brisbane Times Good Food Month program of events. 50 guests were treated to an evening of fine wine with matched food at commercial kitchen/event space Wandering Cooks in South Brisbane, on two beautifully dressed long tables.
Yalumba winemaker Kevin Glastonbury unlocked the 165-year-old winery’s cellar for a gastronomic journey featuring Brisbane’s finest charcuterie, artisan bread and cheese paired with award-winning rare Yalumba wines.
69 Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
Supply Partners
71 Fairfax Events I Good Food Month July 2014
Oz Harvest Oz Harvest were the Charity Partner for Brisbane Times Good Food Month. OzHarvest participated with a number of activations and events throughout July, raising awareness of the charity and its work as well as much-needed funds to go towards feeding the less fortunate. OzHarvest raised a fantastic $12,000 through Good Food Month events (the equivalent of 24,000 meals!) and sold out of fortune cookies at the Night Noodle Markets - 7000 in total!
“We just wanted to thank you with all our heart for choosing OzHarvest as your charity partner for your very first Brisbane Times Good Food Month presented by Citi. We absolutely loved working with you and we were especially blown away by the success of the Night Noodle Markets! What an amazing show of support by the Brisbane community for this event. We look forward to working with you in 2015 and beyond.� Team OzHarvest
72 Fairfax Events I Good Food Month July 2014
07
Hospitality & Functions Partners were acknowledged at Fairfax managed functions and special VIP events via event signage – pull-up banners, logo reels across internal screens, event collateral, and through the goodie bags distributed to guests at the Brisbane Times Good Food Month launch. All major partners’ beverages were served exclusively at the following events:
Good Food Month Launch Party, Kwan Brothers Afternoon with The Stars, Wandering Cooks Night Noodle Markets Opening Night Party, Yalumba Festival Garden
Goodie bag items generously provided by sponsors included:
Tanqueray Copa glasses Schweppes & Real Iced Tea Co. product Coopers stubby holders
73 Fairfax Events I Good Food Month July 2014
Brisbane Times Good Food Month Launch The inaugural Brisbane Times Good Food Month was launched in style on July 2 at the new Kwan Brothers restaurant in Fortitude Alley. The venue was a converted noodle factory which leant itself perfectly to the occasion.
A delectable selection of Asian inspired canapés circulated the room along with drinks provided by our alcoholic and nonalcoholic drink partners.
The evening was hosted by Festival Director, Joanna Savill alongside Natascha Mirosch, Good Food Guide editor and speeches were heard from Andrew McEvoy, Managing Director, Marketing Services, Simon Holt, Managing Editor BrisbaneTimes.com.au and Linda Duncombe, Citi Australia’s Managing Director - Marketing, Digital and Customer Experience. Everybody from Good Food Month partners, media and government officials to chefs and industry experts attended, and relished the hospitality provided by Kwan Brothers.
Fairfax Events I Good Food Month July 2014
75 Fairfax Events I Good Food Month July 2014
08
Marketing Strategy Marketing objectives
Drive awareness and engagement around the launch of Brisbane Times Good Food Month. Engage consumers and drive participation, ticket sales. 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 Brisbane Times Good Food Month was launched in June as a celebration of Queensland’s burgeoning food scene - from its high-end, fine-dining restaurants to the culinary diversity of local eateries and urban communities. Regional QLD was also on show throughout the month - with 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 included: The first ever Night Noodle Markets in Brisbane - an Asian hawker pop-up style market situated on the river’s edge in South Bank. Special dinners (Hats Off), lunches (Let’s do Lunch), cocktails and indulgences at the city's best restaurants, bars and hotels. An afternoon with the Stars featuring top Australian chefs Peter Gilmore, Ryan Squires and Andrew McConnell. ▪ The inaugural Editors’ Dinner and Young Chefs’ Dinner with six of the state’s most promising talents. ▪ Cooking classes and educational events.
Fairfax Events I Good Food Month July 2014
Marketing Strategy Expansion As part of the Metro strategy to connect with key audiences, in 2014 Fairfax Events launched the Brisbane Times Good Food Month. The festival aimed to replicate the successful GFM model and leverage the Good Food brand (editorial supplements, The Good Food Guides plus goodfood.com.au) through the Festival. Good Food Month’s presenting partner is Citi, a relationship which dates back to 2009.
Logo A logo was designed in line with the 2014 Sydney Morning Herald and The Age Good Food Months presented by Citi. 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 editorial vertical. A national logo was also developed in preparation for the long-term Good Food Month expansion strategy.
Fairfax Events I Good Food Month July 2014
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 local regional events, and bringing the community together.
Personality We are: ■ ■ ■ ■
Knowledgeable Entertaining Adventurous Inquisitive
Values Community The city comes alive with a festival atmosphere. Events create exposure to international/local foods, techniques and cultural traditions. People come together to share ideas and discover their city’s food culture. Inclusiveness Creates an accessible platform for people to share a meal in a welcoming and inclusive environment. Events are for anyone of any age, gender, race, ability or sexuality. Authenticity Techniques, flavours and produce highlight true craftsmanship and tradition. Creates a platform for people to try new methods; where knowledge is shared and expertise and skill revered.
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
Target Market The target audience for Queensland in its first year was based on Sydney and Brisbane’s core target audience. The target audience for Good Food Month crossed over nicely with Brisbane Times core readership which was reflected in editorial interest around Good Food Month events.
Core Metro skew, with a broad cross section of visitors from regional areas. 30+ yrs, ABC+, interested in food and food events; culturally aware and eager to explore diversities in cuisine. They are more selective about what they eat and where they eat it. When eating out they’ll walk further for a good coffee and wait longer to go to a good restaurant.
Secondary 18-29yrs progressive and active people looking for inspirational food experiences that stimulate their desire to socialise and share a meal.
Positioning statement A month-long celebration for everyone who enjoys good food.
What differentiates us Our market-leading knowledge and authority. We bring to life the city’s most trusted information sources on eating and drinking in a way that engages and connects the community like no other festival.
Brand essence A month-long celebration to explore and share good food.
Primary CORE CORE Age: 30 – 55 yrs Skew: Female, married or defacto, DINKS Geography: Metro and suburbs Income: ABC
Secondary
Age: 18 -29 yrs Skew: Female Geography: Metro and suburbs Income: ABC+
Tertiary
Age: 35 – 55 years Skew: Female Geography: Regional Income: ABC+
55 yrs Skew: Female, married or defacto, DINKS Geography: Metro and suburbs Income: ABC
Fairfax Events I Good Food Month July 2014
Communication Snapshot
Fairfax Events I Good Food Month July 2014
Communication Snapshot
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
Marketing Implementation With Brisbane Times being a digital-only news site and food being one of the most talked about topics in social media, we adopted a digital first strategy concentrating strongly on PR and digital activity, complemented by a strong distribution strategy for the program. With each phase in market there was a new digital and PR plan in place that engaged not only Fairfax editorial but key influencers across social media in Queensland. 100,000 copies of the program were printed and the distribution strategy was split into two distinct stages. The first phase was to ensure that the program was in key areas around the city by July 1. Cafes were specifically targeted so people could browse the program while out enjoying a coffee. Our second distribution drop was a direct mail piece into people’s homes on the day the festival launched. This coincided with the launch of our TV and radio campaign so ensured that the program was in people’s hands when our campaign was in market. AFR, Sydney Morning Herald Full Page Advertisement
The digital and distribution strategies were complemented with two key city activations and mass media marketing support as outlined in the next pages This plan proved to be successful with many events selling out and strong crowds at Night Noodle Markets.
Good Food Month Hero Website Advertising
Night Noodle Market Hero Website Advertising
Fairfax Events I Good Food Month July 2014
Marketing Implementation Stage One June: Program launch
Program distribution strategy Launch city activation First phase of digital and PR strategy Festival highlights Focus on higher price point events, key one off and regional events.
Stage Two July : Festival launch Second program drop Second phase of PR and digital strategy Focus on month-wide events such as Hats Off dinners and Let’s do Lunch.
Stage Three W/c July 7: Night Noodle Markets
City Noodle Activation PR and digital strategy specifically for Night Noodle Markets Campaign maintenance for all events
Fairfax Events I Good Food Month July 2014
Creative Execution The creative direction followed the national Good Food Month creative strategy and involves three very distinct visual treatments, including: a salad, a dessert and a noodle execution - which were adapted consistently across all mediums, including online, press and signage. The focal point of each execution was deliberately chosen as a clever interpretation to communicate the key category offerings of Good Food Month:
■ ■ ■
The salad execution is representative of the ‘Let’s Do Lunch’ and fine dining categories The dessert creative was used to communicate the sweet categories, such as ‘Let’s Do Dessert’ The noodle dish was used to promote the instantly recognisable and iconic Night Noodle Markets
This visual concept conveys the theme of “celebration” by showcasing striking visuals in eye-catching colours; giving a modern, real and contemporary feel with broad appeal.
TOTAL ADVERTISING VALUE:
Press:
$756,568.10
GFM Program
$474,500
Online:
$964,000
Radio:
$50,000
TV:
$157,300
Outdoor
$39,694
Collateral
$40,500
Total:
$2,482,562
Fairfax Events I Good Food Month July 2014
Creative Execution
Fairfax Events I Good Food Month July 2014
Press Editorial integration: Good Food Month program pointer
Fairfax Events I Good Food Month July 2014
Press PRESS:
The Sydney Morning Herald (QLD)
The Sun-Herald (QLD)
Australian Financial Review (QLD)
Farm Weekly
Bayside Bulletin
The Redland Times
Beaudesert Times
Jimboomba Times
Beenleigh Extra
Fairfax Events I Good Food Month July 2014
Press QLD Regional Press advertising examples
Fairfax Events I Good Food Month July 2014
Press Official program A 24 -page Good Food Month program was distributed with The Sun-Herald QLD edition on Sunday, June 8, 2014 This enabled us to distribute approximately 100,000 copies. The program launch was also supported with a major burst of radio, press and online marketing.
An additional 7,500 copies of the program were distributed via event holders, 4,000 programs to cafes, bars and arts venues by Avant Card and 45,000 copies distributed by a letterbox drop . Programs were also handed out at key Good Food Month events and promotional activations throughout June and July.
Fairfax Events I Good Food Month July 2014
Press Schedule - SMH Appearance Date
Section
Size
Campaign
Execution
5-Jun-14
Business
1/4 page strip
Good Food Month Brisbane
Program Pointer
$7,646.32
6-Jun-14
EGN
1/4 page strip
Good Food Month Brisbane
Program Pointer
$17,688.00
7-Jun-14
EGN
1/4 page strip
Good Food Month Brisbane
Program Pointer
$17,688.00
8-Jun-14
Standalone
24 pages
Good Food Month Brisbane
Program
12-Jun-14
Sports
1/4 page strip
Good Food Month Brisbane
Join the Feast
$7,646.32
14-Jun-14
EGN
1/4 page
Good Food Month Brisbane
Join the Feast
$17,688.00
16-Jun-14
EGN
1/4 page
Good Food Month Brisbane
Join the Feast
$17,688.00
17-Jun-14
EGN
1/4 page
Good Food Month Brisbane
Join the Feast
$17,688.00
19-Jun-14
EGN
1/4 page
Good Food Month Brisbane
Join the Feast
$17,688.00
20-Jun-14
Business
1/4 page strip
Good Food Month Brisbane
Join the Feast
$7,646.32
22-Jun-14
EGN
T64
Good Food Month Brisbane
Join the Feast
$46,336.00
29-Jun-14
EGN
Full page
Good Food Month Brisbane
Citibank
$46,336.00
1-Jul-14
Good Food
Full Page
Good Food Month Brisbane
Join the Feast
$7,646.32
6-Jul-14
EGN
1/4 page strip
Good Food Month Brisbane
Join the Feast
$46,336.00
7-Jul-14
EGN
1/4 page strip
Good Food Month Brisbane
Highlights
$17,688.00
10-Jul-14
Business
1/4 page strip
Good Food Month Brisbane
Highlights
$7,646.32
13-Jul-14
Sports
Full page
Good Food Month Brisbane
Highlights
$46,336.00
14-Jul-14
EGN
1/4 page
Good Food Month Brisbane
Highlights
$17,688.00
16-Jul-14
EGN
1/4 page strip
Good Food Month Brisbane
Highlights
$17,688.00
18-Jul-14
EGN
1/4 page strip
Good Food Month Brisbane
Highlights
$17,688.00
20-Jul-14
EGN
Full page
Good Food Month Brisbane
Highlights
$46,336.00
21-Jul-14
EGN
1/4 page strip
Good Food Month Brisbane
Highlights
$17,688.00
24-Jul-14
Business
1/4 page strip
Good Food Month Brisbane
Highlights
$7,646.32
26-Jul-14
Business
1/4 page strip
Good Food Month Brisbane
Highlights
$7,646.32
27-Jul-14
EGN
Full page
Good Food Month Brisbane
Highlights
$46,336.00
28-Jul-14
EGN
1/4 page strip
Good Food Month Brisbane
Highlights
$17,688.00
$
$543,796.24
Fairfax Events I Good Food Month July 2014
Press Schedule - AFR Appearance Date
Section
Size
Campaign
Execution
$
22-May-14
EGN
10x7
Good Food Month Brisbane
Program Pointer
$6,732.60
24-May-14
EGN
20x7
Good Food Month Brisbane
Program Pointer
$9,825.48
27-May-14
EGN
20x7
Good Food Month Brisbane
Program Pointer
$13,465.20
29-May-14
EGN
20x7
Good Food Month Brisbane
Program Pointer
$13,465.20
2-Jun-14
EGN
20x7
Good Food Month Brisbane
Program Pointer
$13,465.20
3-Jun-14
EGN
20x7
Good Food Month Brisbane
Program Pointer
$13,465.20
Program Pointer
$13,465.20
Program Pointer
$13,465.20
5-Jun-14
EGN
20x7
Good Food Month Brisbane
6-Jun-14
EGN
20x7
Good Food Month Brisbane
7-Jun-14
EGN
20x7
Program Pointer
$9,825.48
2-Jul-14
EGN
10x7
Good Food Month Brisbane
Join the Feast
$6,732.60
Good Food Month Brisbane
4-Jul-14
Life & Leisure
28x5
Good Food Month Brisbane
Join the Feast
$13,465.20
5-Jul-14
EGN
10x7
Good Food Month Brisbane
Afternoon with the Stars
$4,912.74
11-Jul-14
Life & Leisure
20x7
Good Food Month Brisbane
Join the Feast
$10,220.00
12-Jul-14
EGN
20x7
14-Jul-14
EGN
Good Food Month Brisbane
Join the Feast
$9,825.48
20x7
Good Food Month Brisbane
Highlights
$13,465.20
18-Jul-14
Life & Leisure
20x7
Good Food Month Brisbane
Highlights
$10,220.00
23-Jul-14
EGN
20x7
Good Food Month Brisbane
Highlights
$13,465.20
Highlights
$13,465.20
Highlights
$9,825.48
25-Jul-14
EGN
20x7
Good Food Month Brisbane
26-Jul-14
EGN
20x7
Good Food Month Brisbane
$212,771.86
Total press advertising value = $756,568.10
Fairfax Events I Good Food Month July 2014
Online Marketing 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 brisbanetimes.com.au, goodfood.com.au and across the QLD Fairfax Regional sites in the following placements: ■ ■ ■ ■ ■ ■ ■
Homepage heroes Major marketing tile (inaccessible to advertisers – reaching high amount of eyeballs) Spotlight tiles Mobile banners Web-tile advertising Sidebar tiles Homepage takeovers
Brisbane Times homepage impressions: Weekend - 180,000 Weekday - 315,000
Brisbane Times Homepage Takeover, July 15
Product
Event
Site
Placement
Start Date
End Date
Homepage weekend
Program Launch
Brisbane Times
Gutters & MREC
14/06/2014
14/06/2014
Homepage weekend
Good Food Month Start
Brisbane Times
Gutters & MREC
12/07/2014
12/07/2014
Homepage Takeover
Night Noodle Markets
Brisbane Times
Gutters & MREC
15/07/2014
15/07/2014
Homepage
Join the feast
Brisbane Times
Shoestring
14/06/2014
31/07/2014
Life & Style
Join the feast
Brisbane Times
MREC
14/06/2014
31/07/2014
Life & Style
Join the feast
Brisbane Times
Leaderboard
14/06/2014
31/07/2014
Travel
Join the feast
Brisbane Times
MREC
14/06/2014
31/07/2014
Travel
Join the feast
Brisbane Times
Leaderboard
14/06/2014
31/07/2014
Good Food
Join the feast
Good Food
MREC
14/06/2014
31/07/2014
Good Food
Join the feast
Good Food
Leaderboard
14/06/2014
31/07/2014
Fairfax Regional
Join the feast
Beaudesert & Jimboomba Times
MREC & Leaderboard
14/06/2014
31/07/2014
Fairfax Events I Good Food Month July 2014
Online Marketing RHS Tiles Shoestring
Gutters
MRECs
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
Broadcast Partnership Television A media partnership was secured with Network 7. Through the partnership, Good Food Month received significant TVC exposure.
TVC exposure: Brisbane coverage, June 23 – July 22, 2014 ■ ■
89 x 30sec TVC spots Gross Media Value = $157,300
Channel 7 News, Night Noodle Market Activation
Fairfax Events I Good Food Month July 2014
Radio Partnerships Radio Media partnerships were secured with DMG and 4BC radio to promote the Festival in the lead-up to July and throughout the Festival month.
■ ■ ■ ■
Activity from June - October 30 sec promo pointers Live reads Pre-recorded messaging was updated weekly with key Festival messages
.
■ ■ ■ ■ ■
Activity throughout July 30 sec CSAs 15 x Live liners 80 x Nova’s All Ova (What’s Happening) Street activity
Total value = $25,000
Fairfax Events I Good Food Month July 2014
Collateral Signage and Collateral The following pieces of collateral were produced to promote the Festival: Restaurant Collateral distributed to participating food businesses and restaurants ▪ Postcards ▪ Window decals Night Noodle Markets ▪ Entry signage ▪ Bar signage ▪ Maps ▪ Noodle perimeter signage
Window Decal
General ▪ Pull up banners with sponsor logos ▪ Wing banners ▪ Media boards ▪ GFM branded bags ▪ Staff T-shirts ▪ Foyer board
Postcard Fairfax Events I Good Food Month July 2014
Collateral Participant Social Media Kit A bespoke social media kit was developed for participating restaurants and cafes to ensure that each event was getting maximum coverage and leveraging the umbrella Good Food Month marketing campaign. The kit included all event hashtags, tips on what and when to post for each social media channel and how to make the most out of PR opportunities.
Fairfax Events I Good Food Month July 2014
Collateral Distribution
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
Street Flags 40 Good Food Month pole banners were located around Brisbane CBD throughout July.
Fairfax Events I Good Food Month July 2014
Signage ▪ ▪ ▪
Pillar Signage
10 Cultural Forecourt pillars at South Bank, July 14 – 31 10 Cultural Forecourt flags at South Bank, July 14 – 31 Brisbane Marketing tri-fold signage
TriFold
Fairfax Events I Good Food Month July 2014
Outdoor â–Ş
GOA Large Format outdoor digital billboards, targeting Central, North and South Brisbane from June 30 - July 20.
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
Social Media *Report encompasses Data from 01/06/2014 To 08/08/2014
Objectives ▪ ▪ ▪
Increase brand awareness and engagement Communicate full Festival offering Drive various social media audiences to the Good Food Month website
Social Media Outlet
Follower/Likes (as of 08/08/2014)
25,595
3,732
10.3K
Facebook Likes From the start of June to the first week of August, there was an increase in the number of Likes to the Good Food Month Facebook page. This can be seen in the graph below; 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)
24
Average Daily Unlikes Daily: The number of Unlikes of your Page (Unique Users)
0
Fairfax Events I Good Food Month July 2014
Social Media
Fairfax Events I Good Food Month July 2014
Social Media
Reach Through organic reach, the average post hit over 13,646 people, with the highest individual posts in excess of 27,157.
Average Total Reach Average Daily Total Reach: 2287 Daily: Total number of people who saw a story about your Page by story type. (Unique Users) Average Weekly Total Reach: 13,646 Weekly: Total number of people who saw a story about your Page by story type. (Unique Users) Average 28 Days Total Reach:44,827 28 Days Total number of people who saw a story about your Page by story type. (Unique Users)
Fairfax Events I Good Food Month July 2014
Social Media
Fairfax Events I Good Food Month July 2014
Social Media: Audience Age Group
Female
Male
13-17 year old
0.45%
0.23%
18-24 year old
16%
4%
23-34 year old
34%
9%
35-44 year old
17%
6%
45-54 year old
6%
2%
55-64 year old
2%
0.72%
65+
1%
0.49%
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% female and 22% male.
Fairfax Events I Good Food Month July 2014
Social Media: Audience Age Group
Female
Male
13-17 year old
0.73%
0.31%
18-24 year old
14%
3%
23-34 year old
30%
12%
35-44 year old
14%
7%
45-54 year old
8%
3%
55-64 year old
3%
1%
65+
1%
0.47%
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 71% female and 27% male.
Fairfax Events I Good Food Month July 2014
Social Media: Audience Age Group
Female
Male
13-17 year olds
0.36%
0.26%
18-24 year olds
20%
3%
23-34 year olds
31%
11%
35-44 year olds
13%
5%
45-54 year olds
6%
2%
55-64 year olds
2%
0.78%
65+
1%
0.62%
Demographics of people reached by the Good Food Month Facebook page During October the GFM Facebook page reach was highly female skewed with 74% females versus 24% male.
Fairfax Events I Good Food Month July 2014
Social Media: Paid Campaign Campaign Overview
Ad Theme
Impressions
Clicks
Unique Audience
CTR
Generic Friends of Fans Fans TOTAL
869,404 333,378 89,021 1,291,803
8,097 8,676 3,134 19,907
403,110 226,014 25,742 654,866
0.93% 2.60% 3.52% 1.54%
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
Social Media
Fairfax Events I Good Food Month July 2014
Social Media
Fairfax Events I Good Food Month July 2014
Social Media Good Food Month Guest Blogger: Food Wine Travel In line with our digital strategy and to complement Good Food and Brisbane Times content Good Food Month engaged an official guest blogger, Christine Salins of Food Wine Travel to talk about key highlights throughout the month.
http://www.foodwinetravel.com.au/food/food-features/good-foodmonth-preview/ http://www.foodwinetravel.com.au/events/night-noodle-marketsbrisbane/ http://www.foodwinetravel.com.au/food/food-features/good-foodmonth-launch http://www.foodwinetravel.com.au/food/food-features/mondo-organics http://www.foodwinetravel.com.au/events/hats-dinner-malt-diningbrisbane/ http://www.foodwinetravel.com.au/food/food-features/gerards-bistrowinning-formula/
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
Website
Fairfax Events I Good Food Month July 2014
Website Website Statistics There was a major burst of traffic on the Good Food Month website page during the month of July.
TOTAL PAGE VIEWS: 471,148 Page
Total Views
1. Night Noodle Markets
129,540
2. Let's Do Lunch
12,188
3. Home
8,716
4. Breakfast Club
8,204
5. Good Dinners Under $30
7,740
6. An Afternoon with The Stars
7,548
7. Hats Off Dinners
5,123
8. Night Noodle Markets
3,714
9. Let’s Do Dessert
3,435
Fairfax Events I Good Food Month July 2014
Website Website Demographics
Audience Overview
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
Member eDM
Email newsletter sent to the Brisbane Times members database (195,000) on July 18.
Fairfax Events I Good Food Month July 2014
Database Communications
Fairfax Events I Good Food Month July 2014
Database Communications
Fairfax Events I Good Food Month July 2014
Data Capture A data capture activation was implemented at the Night Noodle Markets to increase the Foodie News database for Queensland during the first Good Food Month.
With the expected popularity of the event and seating as prime real estate, an exclusive Good Food seating area was made available to people who went to www.nightnoodlemarkets.com.au, signed up and received their VIP access barcode. The exclusive seating area was promoted through social media and email communications, along with promo staff at the event. The activation doubled the Foodie News database during the 11 nights.  
1600 sign ups in total 1285 opt-ins for Foodie News
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
PR The Good Food Month PR Strategy aligned with the three phases of the overall marketing strategy. Phase one: Phase two: Phase three:
Program launch Festival launch Night Noodle Markets launch
PR activity for each phase included editorial meetings with the Fairfax good food team, media releases for external media and city activations.
▪
Total pieces of coverage: 994
▪
Total audience reach across traditional and online media: 895,834 *
▪
Social media activity coverage: Total Facebook Audience: 10,394 Total Twitter Audience: 654,270 Total Instagram Audience: 489,622*
Total audience reached across Facebook, Twitter and Instagram: 1,154,286
Key PR highlights across the campaign included:
▪
Weekly articles across goodfood.com.au
▪
Weekly stories through brisbanetimes.com.au
▪
Weekly interview with Natascha Mirosch with 4BC
▪
Extensive digital media coverage
▪
TV coverage through Channel 7 News, Great South East and ABC News
* based on figures from Media Monitors
Fairfax Events I Good Food Month July 2014
PR Editorial
Integration: Brisbane Times
Fairfax Events I Good Food Month July 2014
PR Activation To complement marketing activity during critical phases - Program launch and Night Noodle Markets campaign launch we took to the city to build hype and engagement around the launch of Good Food Month and Night Noodle Markets.
Activation one: Brand Ambassadors rode vintage bikes through the streets with baskets full of produce while other brand ambassadors stood at busy train stations during the commute holding trays of fresh produce and handing out the program. Programs were also distributed at the Jan Power markets held in the city on Wednesdays and at New Farm Markets on Saturday mornings.
Activation two: Brand ambassadors distributed branded fortune cookies which had genuine fortunes in them tagged with hashtag #noodlemarkets. Dancing lions took over the streets two days prior to the Night Noodle Markets opening to bring a taste of the market atmosphere to the city.
Fairfax Events I Good Food Month July 2014
PR Editorial Integration:
Goodfood.com.au
An Insiders Guide to Good Food Month Brisbane 2014: http://www.goodfood.com.au/good-food/good-foodmonth/an-insiders-guide-good-food-month-brisbane-201420140630-3b4kn.html
Various what’s on articles: http://www.goodfood.com.au/good-food/good-foodmonth/whats-on-brisbane-good-food-month-july-263120140725-3ckk6.html http://www.goodfood.com.au/good-food/good-foodmonth/whats-on-brisbane-good-food-month-july-121720140711-3bsg3.html
Good Food Month coming to Brisbane. http://www.goodfood.com.au/good-food/good-foodmonth/good-food-month-coming-to-brisbane-2014060539k7s.html
Good Food Month Brisbane events selling fast. http://www.goodfood.com.au/good-food/good-foodmonth/brisbane-good-food-month-events-selling-fast20140626-3avwf.html
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
PR Editorial Integration: Digital A snapshot of editorial coverage
Fairfax Events I Good Food Month July 2014
PR Editorial Integration
Fairfax Events I Good Food Month July 2014
PR Editorial Integration
Fairfax Events I Good Food Month July 2014
PR Editorial Integration
Fairfax Events I Good Food Month July 2014
PR Editorial Integration
Fairfax Events I Good Food Month July 2014
Fairfax Events I Good Food Month July 2014
PR Radio examples A snapshot of editorial coverage 4BC: Afternoons with Michael Price and Clare Blake Interview with Bacchus Head Chef, Mark Penna 4BC Mornings: Interview with Longrain Weekly interview with Natascha Mirosch - what’s on Good Food Month 612 ABC: PM with Mark Colvin - Interview with Natascha Mirosch 4BC: Drive with Ben Davis - Interview with Marie Yokoyoma from Bird’s Nest
Fairfax Events I Good Food Month July 2014
PR TV Coverage examples A snapshot of editorial coverage Great South East segment Channel 7 Flashback: Outdoor Dining Channel 7: Weather cross Night Noodle Markets ABC News Weather Cross from Night Noodle Markets with Jenny Woodward
Fairfax Events I Good Food Month July 2014
PR A social snapshot:
Fairfax Events I Good Food Month July 2014
PR A social snapshot:
Fairfax Events I Good Food Month July 2014
PR A social snapshot:
Fairfax Events I Good Food Month July 2014
Brisbane Marketing Support The Good Food Month vision was to create a month long celebration of food and wine, celebrating Brisbane’s burgeoning food scene and the city’s celebrated chefs. In its inaugural year the festival exceeded all expectations. Many events selling out and attendance at the night noodle markets well exceeding targets. There was a palpable buzz around Brisbane City through July highlighted by the sheer volume of conversation in social media with a total social reach of over 1.1 million people. In Good Food Month’s first year Brisbane Marketing providing the following support which was gratefully received. Website and social media presence including: •
•
•
•
•
A what’s on listing Event homepage article on visitbrisbane.com.au Social media posts for Good Food Month and Night Noodle Markets Flags in prominent city locations and along Southbank Full panel within the city tri-fold collateral.
Fairfax Events I Good Food Month July 2014
Good Food Month impact The extensive PR strategy around Good Food Month ensured that Brisbane restaurants, bars, cafes and of course the Night Noodle Markets were top of mind for the Month of June. Of the 150 events as part of the program, 48 were within the Brisbane City bounds including Night Noodle Markets with an attendance of over 170,000 across 10 days. The hype and interest generated for Good Food Month in turn had an economic impact on local Brisbane City businesses. Based on repucom data: •
•
•
•
62% of survey participants agree that they would recommend Good Food Month to interstate and international visitors. 12% of GFM attendees resided outside of Brisbane. (Primarily from regional Queensland). We expect this number to increase in 2015 given the word of mouth and positive sentiment surrounding Good Food Month. The majority of Good Food Month attendees earn an individual income of $80,000 plus. Survey participants attended the Night Noodle Markets an average of 1.41 times and spent $58 per visit.
Fairfax Events I Good Food Month July 2014
09
Appendix 01
Editorial
02
Press Advertising
03
Digital Advertising
04
PR Report
151 Fairfax Events I Good Food Month July 2014
Fairfax Events 1 Darling Island Road, Pyrmont NSW 2009 Australia www.goodfoodmonth.com E goodfoodmonth@smh.com.au
Fairfax Events I Good Food Month July 2014