Event Report 2013
Fairfax Events I Good Food Month November 2013
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Contents 01
Introduction and Thanks
4–5
02
Snapshot
6–7
03
Night Noodle Markets
04
Star Chef Events
32 – 39
05
Shoot the Chef
40 – 41
06
Restaurant and Industry Event Program
42 – 59
07
Partnerships
60 – 93
08
Hospitality & Functions
94 – 95
09
Marketing
96 – 155
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Appendix
156 – 157
8 – 31
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01
Introduction and Thanks In 2013, Australia’s largest food festival, Good Food Month presented by Citi invited food-lovers across eastern Australia to celebrate our extraordinary culinary scene, with everything from fine-dining dinners to free, family-friendly outdoor festivals. Bringing Good Food Month to Melbourne and regional Victoria for the first time was an amazing endeavour. After 15 successful years in Sydney, it was well and truly time to launch Australia’s largest food festival in a city that genuinely loves, understands and embraces a great culinary event. And the response was fantastic. It began with the media launch at the newly opened Gazi in July, with The Age editor-in-chief Andrew Holden doing the honours along with host George Calombaris and Good Food/Epicure recipe columnist Karen Martini. A great industry crowd included around two dozen famous Melbourne chef faces as well as key food and media personalities, and the buzz was palpable.
Joanna Savill Festival Director, Good Food Month Editor, The Sydney Morning Herald Good Food Guide 2014
The anticipation peaked in November with close on 330 fabulous foodrelated events held across the city and regional Victoria. These included finedining Hats Off Dinners and Let’s Do Lunches at The Age Good Food Guide restaurants as well as great value Good Dinners Under $30, café hour Breakfast Club menus, late night Supper Club offerings and much more. The month-long festival was officially launched on October 30 at the brandnew Fatto Bar & Cantina at Southbank in appropriately stellar style, with a guest appearance by one of the most significant figures in modern gastronomy - René Redzepi, head chef at Noma restaurant in Copenhagen, three times named number one (2010-2012) on the World's 50 Best Restaurants list, sponsored by S.Pellegrino and Acqua Panna. November also saw visits by international guest stars, Brazilian chef Alex Atala of D.O.M restaurant in São Paolo (ranked sixth on the World's Best Restaurants list) and North American culinary talent Daniel Patterson of Coi in California. Alex appeared at Stokehouse for a Brazilian beach party and galinhada ("chicken feast"), while Daniel joined Australia’s most highly-ranked chef, Attica’s Ben Shewry, for an amazing one-off collaborative dinner. Both visits were in partnership with Phaidon Press and coincided with the launch of the chefs’ latest books. And finally, there was the overwhelming success of the inaugural Night Noodle Markets in Alexandra Gardens – from November 18-30. A massive 283,000 visitors came out in force across the 13 nights and weekend days. They were spoiled for choice with 25 Asian-inspired stalls and 5 food trucks, live entertainment, four themed bars and chill-out areas. We couldn’t have done it without our fabulous partners and we thank each of them for their invaluable support. And we look forward to doing it all again in November 2014 - bigger and better, of course!
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“It was amazing: good food, good location and good company. What more could you ask for? Maybe to come back next year! � 6
Event visitor, Repucom Research Report 2013 Fairfax Events I Good Food Month November 2013
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Snapshot Australia’s largest food festival
326 individual event listings
An estimated 450, 000 people attended events across November
283,000 came to the Night Noodle Markets, across 13 nights, up to 37,000 nightly from November 18 - 30
International “Star Chef” events engaged leading Australian chefs and industry
72 tonnes of waste from the Night Noodle Markets were diverted from landfill.
The most popular official program events were: Let’s Do Lunch, Hats Off Dinners, Pops Ups and Laneway parties
The majority (80%) of eventholders said they would be interested in participating in Good Food Month in 2014
Exhibited for the first time in Melbourne, the Shoot the Chef culinary photographic competition received 500 entries and was viewed by up to 5000 people daily at Rialto
700 meals and more than $12,000 were donated to the Asylum Seekers’ Resource Centre (among others) through our charity partner Fareshare.
Good Food Month delivered a marketing and advertising value of more than $ 2 million plus a PR and editorial value of $4,935,202 million
47% of participants indicated they would recommend Melbourne to their international / interstate friends because of Good Food Month *
88% of eventgoers say they’re likely to attend again in 2014
Participating restaurants benefit from the Night Noodle Markets with 3 out of 4 attendees indicating they are now likely or very likely to visit the corresponding restaurant after purchasing food at their market stall.
Good Food Month attendees spent an average of $101.67 on events
50% of Night Noodle Markets visitors also patronised nearby pubs, bars and restaurants on the same evening, spending on average $48 per head
19% of non current Citi customers at the Night Noodle Markets are likely to consider Citi when next making a financial product decision
The Age received an unprompted brand recall of 61% * Repucom Research Report 2013
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Night Noodle Markets November 18 -30, 2014 at Alexandra Gardens
Mon-Tue: 5-9pm; Wed: 5-10pm; Thu-Fri: 5-11pm; Sat:4-10pm; Sun: 4-9pm
Fabulous weather, a fantastic range of restaurant stalls and exciting partner activations created an excellent outdoor celebration - drawing huge crowds. In fact, it's official: visitors to the Melbourne Night Noodle Markets totalled 283,000, just shy of the 295,000 who came to Sydney's "Noodles". (Not bad for year one! And we promise to be back in 2014. )
The Lantern Garden was a huge hit – the most shared element on social media including Instagram and Facebook. Patrons enjoyed 25 food stalls, 5 food trucks, 4 bars, and live entertainment. Pop-ups by some of Melbourne’s hottest venues such as Chin Chin and Gelato Messina attracted huge queues and an additional buzz. On the first night alone Chin Chin made 8000 pulled-pork sliders, Gelato Messina offered 5800 serves of ice-cream and Wonderbao lost count of its bao sales!
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“(Good Food Month) was a great way to exhibit the food Melbourne has to offer along with a multicultural Melbourne touch.” Event visitor, Repucom Research Report 2013
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Citi Citi’s famous VIP area launched in Melbourne in 2013, bringing to Alexandra Gardens the iconic light canopy, bar and well received premium experience for all Citibank customers.
The ATM and kiosk structure was brought to Melbourne with 3 ATMs and a separate Citibank photo booth kiosk , along with a large-format TV screen promoting the #CitiVIP competition, Good Food Month and City of Melbourne.
Over 13 nights, the Citi ATM had 10,283 withdrawals equating to $882,090 cash
Around 2,000 photos were taken, with approximately11,000 active impressions
Citi logo in lockup on every stall
Branded scrim fencing at perimeter
Citi branded Bahn Mi Boys food truck in prominent position on Peppercorn Lawn on key nights during the Noodle Markets.
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Rekorderlig Cider Rekorderlig Cider stamped their ownership over the first lawn of the Noodle Markets bringing a 10 m x 10 m deck to Alexandra Gardens. This allowed people to relax and enjoy a cider in the afternoon sunshine while waiting to collect food from the everpopular Chin Chin. With a Swedish maypole, deckchairs and a DJ pumping out party tunes every night of the week, the Rekorderlig Cider Garden became a popular place to meet at the new Night Noodle Markets. Bar staff created audience engagement with a Red Rekordelig-branded picnic blanket given out with the purchase of four Rekorderlig ciders. All bars across the market served Rekordelig Strawberry-Lime on draught for the first time along with: Newly launched Rekorderlig AppleGuava Cider Rekorderlig Apple Cider Rekorderlig Pear Cider Rekorderlig Mango-Raspberry Cider Rekorderlig Passionfruit Cider Rekorderlig Orange-Ginger Cider Another three Rekorderlig varietals were sold across all additional bars. Signage included 12 x crowd control barrier signs, branded umbrellas, bar menus and a large maypole sign.
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Coopers Brewery In 2013 the Coopers Beer Garden came to Melbourne, taking residence in a central position at the Night Noodle Markets.
The set up included;
Branded beer barrels ‘Australian Made, Australian Owned’ umbrellas The ever popular tin shed was activated with a DJ providing additional entertainment and created a fun party atmosphere.
The popularity of this area was evident with the Coopers Bar delivering strong sales across the run of the Noodle Markets. The product range was consistent across the four bars including;
Coopers Original Pale Ale Coopers Sparkling Ale Coopers Celebration Ale Coopers Light Cans Sapporo 650ml Cans
Signage included a large Coopers growing sign at the front of the beer garden, 12 x crowd control barrier signs to create the bar queue, umbrellas and bar menus.
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Tanqueray Gin Tanqueray Gin sponsored The Age Good Food Month for the first time in 2013 with an activation at the Night Noodle Markets.
The concept was to create a premium space highlighting the sophisticated nature of Tanqueray Gin in a unique setting. The Tanqueray Gin Lounge was a 5 x 10 metre black marquee dressed with an overhead chandelier, comfortable chesterfield lounges, bar tables and chairs. The theme continued to the Tanqueray Bar which was dressed with a black and green neon sign encouraging the Noodle Market audience to try a ‘Tanq and Tonic’.
Along with table service into the Tanqueray Gin Lounge, the atmosphere created by laid-back soul music was one enjoyed by many visitors across the 13 nights. All bars across the Night Noodle Markets site served the signature ‘Tanq and Tonic’. Signage included a large Tanqueray neon sign, 12 x crowd control barrier signs to create the bar queue and bar menus.
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“The Night Noodle Markets were such a brilliant idea, the atmosphere was insane, and it's what Melbourne is all about.� Event Visitor, Repucom Research Report 2013
Fairfax Events I Good Food Month November 2013
Yalumba Yalumba sponsored Good Food Month for the first time in 2013 with an activation at the Night Noodle Markets.
The concept was to create a space that demonstrated the generosity of the brand allowing participants to gather together to eat, drink and talk on long communal tables. The large circular activation featured a gazebo programmed with DJs nightly and was positioned in the very centre of the restaurants stalls at Alexandra Gardens. The Yalumba bar provided a premium offering of unique wines including;
Y series Sauv Blanc Y Series Pinot Grigio Y Series Riesling Y Series "The Scribbler” Janz Premium Cuvee Eden Valley Viognier Barossa Bush Vine Grenache Patchwork Barossa Shiraz
All other bars served a slightly reduced range. Signage included a large Yalumba festival garden sign and 12 x crowd control barrier signs to create the bar queue and bar menus.
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Kodiak Club / The Morrison As the official licensee of the Night Noodle Markets, The Kodiak Club ran all bars and also provided staffing for the Coopers Beer Garden, Rekorderlig Cider Garden, Tanqueray Gin Lounge, Yalumba Wine Bar and Citi VIP bar.
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Star Chef Events René Redzepi: A Work in Progress At The Wheeler Centre - Wednesday, 30 October, 2013 Good Food Month partnered with Phaidon Press for the pre-launch of René Redzepi’s A Work in Progress: Journal, Recipes and Snapshots, a candid and deeply personal insight into the mind and creative workings of the chef behind the restaurant three times (2010-2012) named first on the World’s 50 Best Restaurants list, sponsored by S.Pellegrino and Acqua Panna. On October 30 in the intimate surrounds of The Wheeler Centre, René presented his recently released book A Work in Progress. Short behind-thescenes videos from Noma were interspersed with readings and reflections from the book. "Last year should have felt smashing: Noma had been named the world’s best restaurant, I’d put out a book that nobody could cook from but was selling really well and we were full every day, for lunch and dinner… But I wasn’t ok.” So begins René Redzepi’s brutally frank account of his journey to the top. More than 500 people (including many chefs and media) packed The Wheeler Centre to hear René speak, with 30% of ticketholders purchasing copies of his book afterwards, and almost 100% queuing for a photo and autograph!
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Daniel Patterson Daniel Patterson is the chef behind Coi in San Francisco, and one of the most respected talents in North America and beyond. Awarded two Michelin stars and listed among the World's Best Restaurants, Coi is credited with pioneering a new kind of Californian cuisine, speaking of place, memory and emotion. Daniel's Coi: Stories and Recipes (Phaidon) tells the story of the restaurant, its dishes and Patterson's philosophy, through a series of essays around an 11-course Coi tasting menu. Daniel was our guest for a very special Good Food Month dinner.
Ben and Dan’s Excellent Adventure at Attica Monday, 11 November, 2013 Attica’s Ben Shewry hosted his good friend Daniel Patterson, from Coi in San Francisco, for a collaborative dinner showcasing the talents and ideals of both chefs. Daniel’s Australian trip was supported by United Airlines and was in partnership with Phaidon Press.
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“It was something I thoroughly enjoyed, filled with once in a lifetime opportunities to meet your idols, eat good food and mingle with other food enthusiasts.� 36
Repucom Research Report 2013 Fairfax Events I Good Food Month November 2013
Alex Atala One of the most influential and exciting chefs in the world, Alex Atala’s approach to fine-dining has not only changed the face of Brazilian gastronomy but created a whole new culinary movement around uniquely Brazilian ingredients, techniques and traditions. His restaurant, D.O.M. in Sao Paolo, was recently ranked second in Latin America - sixth on the World's 50 Best Restaurants list, sponsored by S.Pellegrino and Acqua Panna. His book D.O.M - Rediscovering Brazilian Ingredients (Phaidon) is the culmination of years of research and profiles more than 40 unique products from the Amazon and beyond. Alex describes the story of each ingredient's remarkable rediscovery, and the fascinating farmers and producers he has met along the way. Alex was a special guest of Good Food Month.
Galinhada with Alex Atala Stokehouse Café, Tuesday, 26 November, 2013 Held at Stokehouse Café on St Kilda beach, this was a pumping Brazilian party, based on the regular “chicken nights” Alex Atala holds at his restaurant in Sao Paolo. Alex spoke with The Age Good Food Guide editor Janne Apelgren about his new book, then guests enjoyed personalised book signings, great food, music and Yalumba Wine, Rekorderlig Cider, Coopers Beer and Tanqueray and Tonic served on arrival. And of course there was a home-style Brazilian chicken feast (galinhada). Presenting partner Citi engaged in the beach party theme by providing branded umbrellas to keep the spring sunshine at bay. Alex’s trip was in partnership with Phaidon Press.
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SPONSOR IMAGES
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FURTHER EVENT IMAGES
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Shoot the Chef This year, we relaunched the popular Shoot the Chef photography competition as a national campaign, open to photographers of all ages and skill sets. Entries were sought through August and closed in early September. Our core goal this year was to make the competition more accessible to our broader readership while maintaining the high quality of entries, and successfully integrating it within the national Good Food Month experience. We introduced a new entry mechanism to leverage the power of social media, drive reach and create great engagement opportunities. Entrants could submit photos via their personal Twitter or Instagram accounts using #shoothechef, enabling us to receive broad promotion for the competition across all entrants’ personal networks. All entries were then showcased on the Stackla social aggregation platform, which also enabled the general public to vote for their favourite entries. Our Critic’s Choice award was judged by a leading panel of experts including SMH Photo Editor Mags King, artist and photographer Alexia Sinclair, Good Food editor Ardyn Bernoth, National Life Editor Sue Bennett and Good Food Month Festival Director Joanna Savill. The prize of $2,500 was awarded to photographer John McRea for his portrait, Ali & Osso Buco. The People’s Choice award of $2,500, as voted by the public, went to Teodora Tinc for her work, Say hello to my little friend!
Exhibitions of all finalists’ entries were held in both Sydney and Melbourne, thanks to the generous support of two key sponsors, The Star and Rialto Towers.
Highlights
A total of 527 entries received – a 500% increase year on year.
30% were submitted by email; 44% by Twitter and 27% by Instagram.
28,000 unique page views of the Shoot the Chef homepage on goodfoodmonth.com
Page views traffic broken down by location: 36% from Sydney; 28% Melbourne; 6% Brisbane and 28% from around the rest of Australia.
The PR Campaign generated 173 editorial mentions across national metro, community, regional publications + online blogs
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Shoot the Chef Shoot the Chef Exhibition at Rialto Rialto is home to some of Melbourne’s finest dining establishments such as Vue De Monde, Merchant Osteria Veneta and Hare and Grace. It was an ideal setting for the first Shoot the Chef Exhibition in Victoria. The exhibition reached around 5,000 patrons daily across the month. A cocktail party was hosted to open the exhibition and present prizes to the Victorian finalists. Rialto was acknowledged in all Shoot the Chef marketing collateral and hosted their own auction of Shoot The Chef prints. This generated $3,000 for Good Food Month charity partner Fareshare.
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“I just wanted to thank you. The bagel class was a huge success and was really fun. I also got a chance to head out to the Noodle Markets. It was awesome. You guys did a fabulous job! Kudos.” Zev Forman, 5 & Dime Bagel – Instant Expert Class
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Program There were a total of 29 event categories in the Good Food Month program for 2013. 327 events were held by restaurants, bars and other food businesses under the Good Food Month umbrella in 2013, attracting around 450,000 people across the month.
Breakfast Breakfast Club: Brekkie is the new black: the best way to catch up with friends. Special set breakfast menus at top Melbourne cafes (from The Age Good Cafe Guide). Weekdays only $20, including a day-starting tea or coffee.
“Just wanted to say thanks for doing everything you could to not only create a great inaugural event in Melbourne, but to make it as smooth and easeful as possible.” Paul Italiano, Serendipity/Marias’s Select Foods – Outdoor Festival
Lunch Let’s Do Lunch: Just $38 for a main course and more: including a matched glass of Yalumba wine, or Coopers beer, plus tea or coffee. Saturday Surprise Lunch: Once-only menus, out-of-the-box experiences. Saturday lunch just got much more fun. Sunday Family Lunch: We bring back the long, lazy Sunday lunch. Gather a gang – the more the merrier – and book in for a serious spread.
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Let’s Do Lunch
24 Good Food Guide listed restaurants including Albert St Food & Wine, The Point and Church St Enoteca participated in Let’s Do Lunch in 2013
All restaurants offered guests the choice of either a glass of Yalumba Wine or a Coopers Beer to accompany their Let’s Do Lunch menu.
2000+ attendees across the month
10,976 page views
“I had lunch at Izakaya Den. It was extremely good value for money yet the food was of excellent standard” Repucom Research Survey 2013
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Program “I thought it was a real steal... food and restaurants are great and leaves a really good impression with me.” Repucom Research Report 2013
Dinner Hats Off Dinners: Good Food Guide hatted chefs toss out their regular menus and have a little fun for the night. Tuesdays only. Good Dinners Under $30: Favourite eateries from The Age Good Food Under $30 Guide serve up a twocourse menu for $30 or under (per person). Private Dining: Leading restaurants from The Age Good Food Guide present an up-closeand-personal encounter with their head chefs, explaining their cooking, their philosophy, their technique and their menu, followed by a private dining experience. Supper Club: It’s way after dark. After 9pm, in fact. And all you want is a delicious evening snack, perhaps with a glass or two. World Dinners: From New Orleans to the Netherlands, Burma to Belgium, the flavours of several continents are right here on our doorstep in these authentic dinners.
Sweet Things The Ultimate High Tea: Afternoon tea with all the trimmings, including tea or coffee Let’s Do Dessert: Celebrate the pastry chef’s art and finish the evening with dessert – after 9pm. Each cleverly crafted sweet plate is matched with a Yalumba wine.
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Hats Off Dinners
presented by Tanqueray Gin
15 hatted restaurants including Flower Drum, Rockpool, Vue De Monde and Provenance participated in the Hats Off Dinners Category in 2013
886 attendees across the month
7,450 page views
As presenting partner of the Hats Off category, Tanqueray continued its Taste-ology series with a special Hats Off event, The Classics for One Night Only at Rosetta, which featured Tanqueray as the perfect palate cleanser.
“I enjoyed the events I went to. The program had lots of variety and often more than one date when the event was available. I love Good Food!” Repucom Research Report 2013
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Program Drinks Good Pub Grub: Beer braises, beer batters, beer batters, beer brines... Our best pubs offered a beer-inspired dish with a Coopers Pale Ale, for $25. Drink & Dine: It was all about the drinks at these many and varied events – from wine to champagne, and coffee too. And all great drinks go with good food, of course. Bar Hop: Whether palate-cleansing or taste-teasing, a good cocktail is a thing of beauty. Melbourne’s star mixologists shook it up in style. A Tanqueray gininspired cocktail and matched beer snack for $20.
Green Kitchen Gardening: Kitchen garden workshops and menus are designed for wannabe food gardeners as well as those who simply like their produce sparkling fresh. The Regional Table: Sharing and showcasing the bounty of regional VIC is what Good Food Month is all about. The best produce shines, thanks to a dedicated bunch of chefs, students, winemakers and producers. Down to Earth: Here is your answer to an increasingly asked question – where does my food come from? These produce- and producer-focussed events take you right to the source. Thinking Food: Explore the issues behind the food that we eat and buy, with some of our leading food thinkers.
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Good Pub Grub
presented by Coopers
14 leading “gastro-pubs”
Total Good Pub Grub App downloads: iTunes 251, Google Play 83
Pubs and hotels including The Retreat Hotel, The Gem Bar and Dining, Temperance Hotel, Transport Public Bar and The Carlton Hotel
Over 1000 attendees across the month
3,028 page views
“Great value, good food and a great way to try new venues. Will go to even more next year.” Repucom Research Survey 2013
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Bar Hop
presented by Tanqueray Gin
34 top Melbourne bars, including Gin Palace, Eau de Vie, Saigon Sally and 1806.
Over 700 attendees across the month
4, 049 page views
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Program Discoveries Community & Outdoor Festivals: Good Food Month took to the streets in Melbourne’s diverse food villages and across regional Victoria. Art & Food: Performances, exhibitions and even a little bit of history add new dimensions to eating and drinking.
Laneways & Rooftops: The great outdoors is an excellent place to hunt and gather. This being Melbourne, we looked to the rooftops and laneways for al fresco dining. Markets: Market culture is alive and thriving. In November, it was the more the merrier, with special events around town for market-goers.
Streets of Melbourne: Pack your (shopping) bags and a good appetite and head off on tour. Let the locals take you to their favourite corners of Melbourne and unearth a few delicious secrets along the way. Signature Dish: Dining precincts offer a way to explore their secrets – and their signature dishes. Pop-ups & Parties: Secret spaces are transformed, cool chefs sneak into unexpected locations (blink and you’ll miss them) and some of our most fun restaurants throw an amazing party.
“It was something different to do rather than having the usual lunch/dinner. It would be good if there were more of these on” Repucom Research Survey 2013
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Pop-ups & Parties
presented by Rekorderlig Cider
10 unique spaces and venues participated in Pop-ups & Parties in 2013
Over 5,500 attendees across the month
5,310 page views
“Melbourne has best laneways and rooftops, pop ups have element of surprise” Repucom Research Survey 2013
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Program Classes Instant Expert: Chefs and food artisans offer a full immersion class around a single subject. Talk & Taste: Food and drink experts take you on a guided tour of their own particular passion.
“...thanks for your help with promotion of our Good Food Month classes down at Laneway Learning. We ran our last two classes for November last night and they were great, lots of tasty tequila! Thanks again for your support and we hope we can run more food and drink classes as part of the festivities for next year too!” Mark and the LL team, Laneway Learning - Talk & Taste
Families Kids in the Kitchen: Kids, young and old get hands-on at these classes – designed to inspire anyone from 4-16 years of age.
Family Table: Take advantage of family-friendly hours and family-friendly prices to sit down to a fine family meal at these Good Food Guide-rated restaurants.
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Partners
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Citi In their first year as presenting partner, Citi activated their partnership at the Night Noodle Markets (pg 14-19) and through a new initiative partnering with Bahn Mi Boys to bring to life the Citibank Dining Program. 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 exclusive events in partnership with Citibank Dining Program partner restaurants:
Unique Citi Degustations at Sapore, Kaiseki by Ezard and Cafe Di Stasio Citi customers were given the chance to win an evening with Festival Director and Good Food Guide editor Joanna Savill along with invitation-only tickets to the launch party for The Age Good Food Month. Reserved seats at dinner with Guillaume Brahimi and Chris Morrison 50 reserved seats at René Redzepi: A Work in Progress at The Wheeler Centre Citi customers were given a 20% discount on The Age Good Food Guide. 25% off total bill at ITALY1 Special gift for Citi customers who paid with Citi card at Grossi Florentino Upstairs. Access to the Citi VIP area at Night Noodle Markets
Citibank also leveraged its association and partnership via:
Ubiquity screens in Citibank branches Citi Customer eDMs Press releases Through www.citibank.com.au/goodfood
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Citi Digital As presenting partner, Citi’s logo and hotlink to the Citi website appeared on the Good Food Month partners’ page at http://melbourne.goodfoodmonth.com/. Additionally, the logo was included in lock up on the header of all pages of the website. The Citi web-tile advertising appeared on all Good Food Month pages throughout the month. The Citi web-tile advertising delivered 603,132 page views and 595,605 unique visitors across the campaign, leading to 768 click-throughs. The Night Noodle Markets hero tile featured an image of the Citi VIP area and information about #CitiVIP. The Citi Customer Benefits page was live from the event launch onwards, giving customers a direct link to www.citibank.com.au/goodfood. This delivered 2,042 page views.
Social Media Citi were acknowledged through logo lock-up cross Good Food Month Social Media pages on Facebook, Instagram and Twitter. Citi also received the following integrated posts: 3 x integrated stories across Good Food Month Facebook 1 x integrated story across Good Food Month Twitter 1 x integrated post across Good Food Month Instagram Additionally a Citi VIP tab was included on Good Food Month Stackla throughout November ingesting 30 pieces of content via Citi VIP. 22 pieces of content were also tagged Citi VIP.
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Citi Foodie News Three integrated stories from Citi featured in the Foodie News e-newsletter from October 30 to November 31. The Citi logo was included in lock up in all edms. Four Young Top Guns get cooking November 7 Click throughs: 111 Last days of the Night Noodle Markets November 21 Click throughs: 0
Party Brazilian style with Sao Paulo’s most famous chef November 28 Click throughs: 37 Additionally, a Citi banner ad was included in each Foodie News. Total click throughs: 29 Exclusive offer – solus Foodie News November 17 Open rate: 33,4 % / 1,963 Exclusive offer – solus eDM to The Age subscriber database November 15 Open Rate: 55.7% Unique CTR: 11.1% Delivered: 62,109
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Citi Official Program Advertising
1 x full page outside back cover of The Age Good Food Month Program
1 x additional quarter page strip advertisement in the Good Food Month program
Intro by Citi CEO Julian Potter included in Good Food Month program
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Citi Additional Advertising
1 x Citi hero tile scrolling across all pages of the Good Food Month website
1 x half page advertisement within the Epicure event guide.
4 x filler size advertisements – details in table below
1 x digital advertisement within online paper - details in table below
Date
Day
Site
Placement
12-Nov-13
Tue
EGN
Movie Ticket
16-Nov-13
Sat
Traveller
Stacked Mini
20-Nov-13
Wed
EGN Digital Edition
Full Page T84
21-Nov-13
Thu
Green Guide
Stacked Mini
21-Nov-13
Thu
EGN Digital Edition
Full Page T84
22-Nov-13
Fri
EGN Digital Edition
Full Page T84
23-Nov-13
Sat
Traveller
Stacked Mini
25-Nov-13
Mon
EGN Digital Edition
Full Page T84
26-Nov-13
Tue
EGN Digital Edition
Full Page T84
27-Nov-13
Wed
EGN Digital Edition
Full Page T84
28-Nov-13
Thu
EGN Digital Edition
Full Page T84
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Citi
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Yalumba This was Yalumba’s first year as exclusive wine and major partner of Good Food Month. Yalumba activated their partnership across Night Noodle Markets (detailed on page 28-29), sales rights across Let’s Do Lunch and Lets Do Dessert and through an event registration in the Drink and Dine category.
Website As a major partner the Yalumba logo and hotlink to Yalumba’s website appeared on the partners page at melbourne.goodfoodmonth.com/partners.
Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 603,132 page views and 595,605 unique visitors across the campaign. Yalumba’s web-tile advertising appeared for the duration of the campaign across the following web pages:
Let’s Do Lunch – delivering 10,975 page views, 5,488 impressions and eight click throughs. Night Noodle Markets – delivering 313,798 page views, 62,760 impressions and 88 click throughs. Let’s Do Dessert – delivering 3,472 page views and impressions and five click throughs.
The Yalumba web-tile also featured on the homepage for one week during the event campaign delivering 77,994 page views, 19,499 impressions and 28 click throughs. Additionally The Smith web-tile advertising was featured on the Drink & Dine page from 11th to 20th November delivering 1,971 page views and three click throughs.
Foodie News Social Media
3 x integrated posts across Facebook 4 x integrated posts across Twitter 1 x integrated post across Instagram
Four Young Top Guns get cooking November 7 Click throughs: 97
Night Noodle Markets starts Monday! November 14 Click throughs: 32
73 Fairfax Events I Good Food Month November 2013
Yalumba Print Advertising 
1 x full page advertisement in The Age Good Food Month program
74 Fairfax Events I Good Food Month November 2013
75 Fairfax Events I Good Food Month November 2013
Coopers Brewery This was Coopers’ first year as official beer, and major partner of The Age Good Food Month and presenting partner of Good Pub Grub in Melbourne. Coopers activated their partnership across the Night Noodle Markets (page 24 - 25) and through product supply at Star Chef and VIP events.
Website As a major partner, Coopers’ logo and a hotlink to Coopers’ website appeared on the partners’ page at melbourne.goodfoodmonth.com/partners Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website, delivering 603,132 page views and 595,605 unique visitors across the campaign. Coopers web-tile advertising appeared for the duration of the campaign across the following web pages:
Good Pub Grub – delivering 3,028 page views and impressions and five click throughs. Let’s Do Lunch – delivering 10,975 page views, 5,488 impressions and eight click throughs. Night Noodle Markets – delivering 313,798 page views, 62,760 impressions and 88 click throughs.
The Coopers web-tile also featured on the homepage for one week during the event campaign, delivering 77,994 page views, 19,499 impressions and 28 click throughs.
Foodie News
Night Noodle Markets starts Monday! November 14 Click throughs: 92
Social Media
2 x integrated posts across Good Food Month Facebook 1 x integrated post across Good Food Month Instagram 2 x integrated posts across Good Food Month Twitter
76 Fairfax Events I Good Food Month November 2013
Coopers Brewery Print Advertising
1 x full page advertisement in The Age Good Food Month program 1 x T23 advertisement in Epicure 1 x triple mini in Shortlist
77 Fairfax Events I Good Food Month November 2013
78 Fairfax Events I Good Food Month November 2013
Rekorderlig Cider This was Rekorderlig’s first year as major partner and official The Age Good Food Month cider, as well as presenting partner of our Pop-ups & Parties events in Melbourne. Rekorderlig activated their partnership across the Night Noodle Markets (page 20 - 21) and through product supply at Star Chef and VIP events.
Website As a major partner, Rekorderlig’s logo and a hotlink to Rekorderlig’s website appeared on the partners’ page at melbourne.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website, delivering 603,132 page views and 595,605 unique visitors across the campaign. Rekorderlig web-tile advertising appeared for the duration of the campaign across the following web pages:
Pop-ups & Parties – delivering 5310 page views and impressions and eight click throughs. Night Noodle Markets – delivering 313,798 page views, 62,760 impressions and 88 click throughs.
The Rekorderlig web-tile also featured on the homepage for one week during the event campaign delivering 77,994 page views, 19,499 impressions and 28 click throughs.
Foodie News
Night Noodle Markets starts Monday! November 14 Click throughs: 56
Last days of the Night Noodle Markets November 18 Click throughs: 9
Social Media
3 x integrated stories across Good Food Month Facebook 2 x integrated posts across Good Food Month Twitter 3 x integrated stories across Good Food Month Instagram
79 Fairfax Events I Good Food Month November 2013
Rekorderlig Cider Print Advertising 
1 x full page advertisement in The Age Good Food Month program
80 Fairfax Events I Good Food Month November 2013
81 Fairfax Events I Good Food Month November 2013
82 Fairfax Events I Good Food Month November 2013
Tanqueray Gin This was Tanqueray’s first year as exclusive spirit and major partner of The Age Good Food Month as well as presenting partner of the Hats Off Dinners category and Bar Hop events. Tanqueray activated their partnership across Night Noodle Markets (page 26 - 27), through event registrations in both Hats Off and Bar Hop categories, as well as through product supply at Star Chef and VIP events.
Website As a major partner, Tanqueray’s logo and a hotlink to Tanqueray’s website appeared on the partners’ page at melbourne.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website delivering 603,132 page views and 595,605 unique visitors across the campaign. Tanqueray web-tile advertising appeared for the duration of the campaign across the following web pages:
Hats Off - delivering 7,450 page views, 3,725 impressions and six click throughs. Bar Hop – delivering 4,049 page views, 2,025 impressions and three click throughs. Night Noodle Markets – delivering 313,798 page views, 62,760 impressions and 88 click throughs.
The Tanqueray web-tile also featured on the homepage for one week during the event campaign, delivering 77,994 page views, 19,499 impressions and 28 click throughs.
Foodie News
First Week Begins! October 31 Click throughs: 336
Social Media
2 x integrated stories across Good Food Month Facebook 1 x integrated post across Good Food Month Twitter 1 x integrated post across Good Food Month Instagram
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84 Fairfax Events I Good Food Month November 2013
Tanqueray Gin Print Advertising 
1 x full page advertisement in The Age Good Food Month program
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86 Fairfax Events I Good Food Month November 2013
Crown Melbourne Crown Melbourne came on board as an event partner and exclusive hotel partner though Crown Metropol to support key events through supplying accommodation to star chefs Alex Atala, Rene Redzepi and Daniel Patterson as well as registering several events across the Good Food Month program.
Website As an event partner, Crown Melbourne’s logo and a hotlink to their website appeared on the partners’ page at http://melbourne.goodfoodmonth.com/partners Crown Melbourne web-tile advertising appeared for the duration of the campaign across the Drink & Dine page of the website delivering 1,971 page views, 986 impressions and two click throughs. Additionally a Crown Melbourne web-tile also featured on the homepage for one week during the event campaign delivering 77,994 page views, 19,499 impressions and 28 click throughs.
Foodie News Crown were featured in one Foodie News during the month.
Four Young Top Guns get cooking November 7 Click throughs: 44
Social Media
2 x integrated stories featuring events at Crown Melbourne across Good Food Month Facebook 2 x integrated stories across Twitter
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88 Fairfax Events I Good Food Month November 2013
Cathay Pacific Cathay Pacific sponsored Good Food Month through the provision of flights for René Redzepi and were acknowledged as event partner across the festival.
Website As an event partner, Cathay Pacific’s logo and a hotlink to Cathay Pacific’s website appeared on the partners’ page at melbourne.goodfoodmonth.com/partners. A Cathay Pacific web-tile also featured on the homepage for one week during the event campaign, delivering 77,994 page views, 19,499 impressions and 28 click throughs.
Foodie News Cathay Pacific featured in one Foodie News with an integrated story.
Last days of the Night Noodle Markets November 18
Social Media
2 x integrated stories featuring events at Cathay Pacific across Good Food Month Facebook 2 x integrated stories across Twitter
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90 Fairfax Events I Good Food Month November 2013
Partners Kodiak Club / The Morrison The Kodiak Club came on board as event partner across Good Food Month. The Kodiak Bar managed the operations of all bars at the Night Noodle Markets and was the official licensee of the venue (further details included on page 30 - 31).
Website As an event partner, The Kodiak Club’s logo and a hotlink to The Kodiak Club’s website appeared on the partners’ page at melbourne.goodfoodmonth.com/partners The Morrison web-tile was also included on the Night Noodle Markets page for the duration of the campaign, delivering 313,798 page views, 62,760 impressions and 88 click throughs.
Orix Orix came on board as a supply partner across The Age Good Food Month for the first time in 2013, supplying a work van used for all event logistics.
Website As a supply partner, Orix’s logo and a hotlink to Orix’s website appeared on the partners’ page at melbourne.goodfoodmonth.com/partners.
City of Melbourne City of Melbourne were the government partner for The Age Good Food Month and supported the inaugural festival. The City of Melbourne provided the site for the Night Noodle Markets - at Alexandra Gardens.
Website As the government partner, City of Melbourne’s logo and a hotlink to City of Melbourne’s website appeared on the partners’ page at melbourne.goodfoodmonth.com/partners.
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Partners City of Melbourne Print Advertising 
1 x full page advertisement in The Age Good Food Month program
The Morrison Print Advertising 
1 x quarter page advertisement in The Age Good Food Month program
92 Fairfax Events I Good Food Month November 2013
Fareshare Since 2001, Fareshare have distributed free and healthy nutritious meals to Victoria’s homeless and hungry by rescuing food from businesses – a perfect choice as the official charity partner for Good Food Month. Although firmly established in Melbourne as a food charity organisation, Fareshare’s involvement with Good Food Month enabled them to spread the message about what they are, what they do and how the food industry can get involved in helping them reach their goals. For its first year, Fareshare held a raffle at the Night Noodle Markets and partnered with special events such as the Grow It Local event and our prestigious Shoot The Chef photographic exhibition to communicate their message and raise donations. Fareshare’s Night Noodle Markets activation invited attendees to enter a $2 raffle to win prizes such as a dinner for two at Chin Chin or Bistrot d’Orsay and two fine bottles of wine. The raffle raised an incredible $12,000 allowing Fareshare to deliver 24,000 additional meals to Australians in need. Fareshare volunteers also collected surplus food from the Night Noodle Markets equating to 700 delicious and perfectly good meals being delivered directly to local charities, feeding people who normally go without meals.160 of these meals went towards feeding asylum seekers at the Asylum Resource centre. As a further result of the partnership, more people have become regular kitchen volunteers. Introducing Fareshare to new restaurants that were part of Good Food Month will help in sourcing food donations, equipment and skilled volunteers for their kitchen in the future.
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94 Fairfax Events I Good Food Month November 2013
08
Hospitality & Functions Partners were acknowledged at Fairfax managed functions and special VIP events via event signage – pull-up banners, logo reels across internal screens, wing banners and large format outdoor signage (refer to signage section of post event report for further details). All major partners’ beverages were served exclusively at the following events:
Good Food Month Media Launch, Gazi Good Food Month Partner Lunch, PM24 Good Food Month Launch Party, Fatto Bar & Cantina Shoot the Chef Exhibition Launch, Rialto Night Noodle Markets Opening Night Party, Rekorderlig Cider Lounge Daniel Patterson, Attica Alex Atala Party, Stokehouse Good Food Month Sponsor Thank You Lunch, Bistro Guillaume
Additionally Good Food Month partners were treated to an array of special event invitations across the month:
Hats Off Dinners Let’s Do Lunches René Redzepi: A Work in Progress at The Wheeler Centre
95 Fairfax Events I Good Food Month November 2013
Good Food Month delivered a marketing and advertising value of $3,975,989 plus a PR and editorial value of $4,935,202. 96 Fairfax Events I Good Food Month November 2013
10
Marketing Strategy Marketing objectives
Drive awareness and engagement of the inaugural The Age Good Food Month, presented by Citi Engage consumers and drive participation, ticket sales (local and national audiences) Continue to leverage The Age’s authority in food and wine, in Melbourne Communicate the full Festival offering (Feature events and restaurant/industry events) Grow positive engagement on social media channels Drive traffic to goodfoodmonth.com Generate widespread, positive media coverage
Communication strategy Good Food Month was launched in July by The Age as a celebration of Melbourne’s extraordinary food culture and lifestyle. The aim of Good Food Month is to showcase every aspect of Melbourne’s food and wine landscape, including its best restaurant and food businesses in a series of venue-based events, and introduce the Night Noodle Markets to Melbourne. Key events included:
René Redzepi: A Work in Progress – the internationally acclaimed chef spoke frankly about his journey to the top with extracts from his new book, A Work in Progress (Phaidon). Galinhada with Alex Atala – Not your ordinary book launch event. Guests headed to the beach for a pumping Brazilian party based on the “chicken nights” Alex holds at his restaurant in Sao Paolo. Night Noodle Markets – Asian hawker food under the lights and trees in Alexandra Gardens. Special events including Hats Off Dinners, lunches, cocktails and indulgences at the city’s best restaurants, bars and hotels, cooking classes, tours, educational events and more.
97 Fairfax Events I Good Food Month November 2013
We are more than just a festival. We offer extraordinary food experiences and inspiration every day in November, with almost 330 events offering something for everyone, delivered across different platforms to a broad cross-section of local, interstate and international visitors. 2013 Marketing and Communications Plan
98 Fairfax Events I Good Food Month November 2013
Marketing Strategy Expansion As part of the Metro strategy to connect with key audiences, Fairfax Events launched The Age Good Food Month and created further expansions under the Good Food Month brand in Brisbane and Canberra. These new events aim to replicate the successful Good Food Month model in new markets and leverage the Good Food brand (editorial supplements, goodfood.com.au, and The Age Good Food Guide, Good Bar Guide, Good CafÊ Guide)throughout the Festival. Good Food Month’s presenting partner is Citi, a relationship which dates back to 2009.
99 Fairfax Events I Good Food Month November 2013
Logo A new logo was designed for the rebrand of Crave to The Sydney Morning Herald Good Food Month presented by Citi. This logo was replicated (with The Age’s masthead) for the Melbourne market. 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. A national logo was also developed in preparation for the long term Good Food Month expansion strategy.
100 Fairfax Events I Good Food Month November 2013
Brand DNA Benefit Good Food Month is a vibrant and inspiring month-long exploration of food and food culture, with the excitement of sharing unique food experiences and the reward that comes from being engaged socially and discovering something new. It’s about celebrating good food in all of its many facets, from fine dining to down to earth local events and bringing the community together.
Personality We are: ■ ■ ■ ■
Knowledgeable Entertaining Adventurous Inquisitive
Values Community The city comes alive with a festival atmosphere. Events create exposure to international/local foods, techniques and cultural traditions. People come together to share ideas and discover their city’s food culture. Inclusiveness Creates an accessible platform for people to share a meal in a welcoming and inclusive environment. Events are for anyone of any age, gender, race, ability or sexuality. Authenticity Techniques, flavours and produce highlight true craftsmanship and tradition. Creates a platform for people to try new methods; where knowledge is shared and expertise and skill revered.
101 Fairfax Events I Good Food Month November 2013
Fairfax Events I Good Food Month November 2013
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 18-29 yrs progressive and active people looking for inspirational food experiences that stimulate their desire to socialise and share a meal.
Positioning statement A month-long celebration for everyone who enjoys good food.
What differentiates us Our market-leading knowledge and authority. We bring to life the city’s most trusted information sources on eating and drinking in a way that engages and connects the community like no other festival.
Brand essence A month-long celebration to explore and share good food.
Primary
Secondary
Tertiary
CORE Age: 30 – 55 yrs
Age: 18 -29 yrs
Skew: Female, married or defacto, DINKS
Skew: Female
Geography: Metro and suburbs
Geography: Metro and suburbs Income: ABC+
Age: 35 – 55 years Skew: Female Geography: Regional Income: ABC+
Income: ABC
103 Fairfax Events I Good Food Month November 2013
Marketing Implementation Stage One July-September Soft launch Teaser creative Program pointer
Stage Two October Campaign launch Good Food Month program in-paper Ticket sales: Alex Atala, Let’s Do Lunch, Let’s Do Breakfast, Kitchen Garden
Stage Three November Campaign maintenance Alex Atala special event Drink & Dine Pop-ups & Parties Bar Hop Good Pub Grub Night Noodle Markets Weekly event highlights
104 Fairfax Events I Good Food Month November 2013
Communication Plan JULY w/c Monday
KEY DATES
1
8
15
22
AUGUST 29
5
12
19
SEPTEMBER 26
2
9
16
23
OCTOBER 30
7
14
21
NOVEMBER 28
4
11
18
25
Event launch (July 2) Campaign launch (Sept 19) Program teaser Program (Oct 1) Good Food insert (Oct 29) Launch party (Oct 29)
PR
Ongoing PR strategy
PRESS
The Age
ONLINE
Foodie News Social Media (FB and Twitter) theage.com.au (mkt tiles): Homepage, major marketing tile theage.com.au: Lifestyle pages, editorial banner (puff) goodfood.com.au Subscriber Benefits website iPad filler advertising
INTERNAL
Elevator screens, media screen, concierge screens, staff comms
RADIO
3AW Nova SmoothFM
TV
Channel 7
PARTNER COMMS
Fed Square, Rooftop Cinema
OTHER
Adshels and street posters Collateral - decals, postcards, restaurant info NNM Chopstick Activation Collateral - decals, postcards, restaurant info
Fairfax Events I Good Food Month November 2013
106 Fairfax Events I Good Food Month November 2013
Marketing Implementation PRESS:
The Age The Sunday Age
Epicure Good Weekend M Magazine Sunday Life (VIC, NSW, ACT) ONLINE:
The Age Subscribers/Benefits eDMs goodfood.com.au
Foodie News (weekly eDMs) Social Media (Facebook, Instagram and Twitter) theage.com.au (mkt tiles): Homepage, RHS & Spotlight Good Food Month downloadable program iPad filler advertising WRAPS/INSERTS:
Good Food Month Program
RADIO:
3AW DMG RADIO – Nova FM and Smooth FM
The Age Full Page Advertisement
TV:
Network 7
Good Food Month Hero Website Advertising
Good Food Month Hero Website Advertising
107 Fairfax Events I Good Food Month November 2013
Creative Execution A new creative direction was undertaken in 2013 to revitalise the Festival rebrand in Sydney. This was then rolled out nationally across all Good Food Month events. The creative concept was developed by Fairfax Media’s creative agency, Whybins TBWA and involves three very distinct visual treatments, including a salad, a dessert and a noodle execution - which can easily be incorporated and adapted consistently across all mediums, including website, press and signage. The focal point of each execution was deliberately chosen as a clever interpretation to communicate the key category offerings of the Good Food Month Festival: ■ ■ ■
The salad execution is representative of the ‘Let’s Do Lunch’ and fine dining categories The dessert creative was used to communicate the sweet categories, such as ‘Let’s Do Dessert’ The noodle dish was used to promote the instantly recognisable and iconic Night Noodle Markets
This visual concept conveys the theme of “celebration” by showcasing striking visuals in eye-catching colours; giving a modern, real and contemporary feel with broad appeal.
Total Advertising Value Press: Good Food Month Program
$1,396,489.24 $474,500
Online:
$1,800,000
Radio:
$90,000
TV:
$150,000
Outdoor
$30,000
Collateral
$35,000
Total:
$3,975,989.24
108 Fairfax Events I Good Food Month November 2013
Press Editorial integration of Good Food Month lock-up logo included on 15 front covers and 5 epicure covers
109 Fairfax Events I Good Food Month November 2013
Press All press advertisements were designed by the Fairfax Media art studio using the Whybins TBWA creative and adapting the creative to specific categories and local markets. From July until November, press ads ran in The Sydney Morning Herald, The Age, The SunHerald (South East Queensland edition) and The Canberra Times - targeting key markets and notifying readers of upcoming events. These advertisements were a key element of the events’ success in driving ongoing audience engagement throughout the month. In addition to their central message, i.e. “Tickets now on sale”, each of the press ads made reference to specific events:
Good Weekend Half Page Advertisement
Sunday Life Full Page Advertisement
Event specific ■ ■ ■ ■ ■ ■ ■ ■ ■ Generic ads: ■ ■
The Age ¼ Page Strip
ads: Let’s Do Lunch Alex Atala Let’s Do Breakfast Pop-ups & Parties Night Noodle Markets Bar Hop Kitchen Garden Drink & Dine Good Pub Grub
Festival highlights Program pointer
The Age Full Page Advertisement
110 Fairfax Events I Good Food Month November 2013
Press Official program 142,000 copies of the 32-page Good Food Month program was distributed with The Age on Tuesday, October 1, 2013. The program launch was also supported with a major burst of radio, press and online marketing. Additional copies were distributed via event holders and at key Good Food Month and The Age events through September, October and November.
111 Fairfax Events I Good Food Month November 2013
Press Schedule Appearance Date
Section
Size
Campaign
Execution
$
6/25/2013
Thu
Green Guide
1/4 Page Strip
EB closing July 31
$5956.96
6/25/2013
Thu
Green Guide
1/4 Page Strip
EB closing July 31
$5956.96
7/2/2013
Tue
Epicure
Full Page
EB closing July 31
$23827.84
7/27/2013
Sat
Business
1/4 Page Strip
EB closing July 31
$8935.36
7/27/2013
Sat
Business
1/4 Page Strip
EB closing July 31
$8935.36
7/28/2013
Sun
EGN
8x11
EB closing July 31
$8995.18
7/30/2013
Tue
Good Food Epicure
Full Page
EB closing July 31
$23827.84
8/3/2013
Sat
Business
1/4 Page Strip
Pub Grub
8/4/2013
Sun
M Magazine
Full Page
Let's do lunch - Aug 21
8/8/2013
Thu
Green Guide
1/4 Page Strip
Pub Grub - Aug 9
$5956.96
8/10/2013
Sat
Traveller
1/4 Page Strip
Registrations close Aug 21
$8935.36
8/17/2013
Sat
EGN Digital Edition
Full Page 55x11
Pub Grub - Aug 21
8/17/2013
Sat
Life&Style
Full Page
Let's Do Lunch - Aug 21
$35741.44
8/18/2013
Sun
M Magazine
Full page
Let's Do Lunch - Aug 21
$25738.56
8/19/2013
Mon
Business
1/4 Page Strip
Entries close Aug 21
$5956.96
8/20/2013
Tue
Epicure
Full Page T84
Entries close Aug 21
$23827.84
8/27/2013
Tue
EGN Digital Edition
Full Page T84
Noodles Registration
$5,000
8/30/2013
Fri
EGN Digital Edition
Full Page T84
Noodles Registration
$5,000
8/30/2013
Fri
Shortlist
1/4 page vertical
Noodles Registration
$5956.96
8/30/2013
Sat
Life & Style
1/4 Page Strip
Noodles Registration
$8935.36
9/1/2013
Sun
EGN Digital Edition
Full Page 55x11
Noodles Registration
$5,000
9/1/2013
Sun
M Magazine
1/4 page strip
Noodles Registration
$6434.64
9/3/2013
Tue
EGN Digital Edition
Full Page T84
Noodles Registration
$5,000
9/3/2013
Tue
Epicure
Corner Block
Noodles Registration
$4467.72
9/6/2013
Fri
Shortlist
1/4 Page V
Noodles Registration
$5956.96
9/7/2013
Sat
Life&Style
T23
Noodles Registration
$6701.52
9/10/2013
Tue
Epicure
1/4 Page V
Noodles Registration
$3978.48
9/12/2013
Thu
Green Guide
1/4 page strip
Noodles Registration
$5956.96
9/13/2013
Fri
Business
1/4 Page Strip
Noodles Registration
$5956.96
9/15/2013
Sun
M Magazine
1/4 Page V
Noodles Registration
$6343.64
9/19/2013
Thu
Business
1/4 Page Strip
Noodles Registration
$5956.96
9/20/2013
Fri
EGN
Mini Strip
Program
9/21/2013
Sat
Life & Style
1/4 Page Strip
Noodles Registration
$8935.36
9/21/2013
Sat
Sport
1/4 Page Strip
Program
$8935.36
$8935.36 $25735.56
$5,000
$1700
112 Fairfax Events I Good Food Month November 2013
Press Schedule Appearance Date
Section
Size
Campaign
Execution
$
9/21/2013
Sat
EGN
1/4 Page Strip
Program
$20665.26
9/22/2013
Sun
EGN
10x11
Program
$10743.97
9/24/2013
Tue
Epicure
1/4 Page V
Program
$5956.96
9/24/2013
Wed
EGN Digital Edition
Full Page T84
Program
9/25/2013
Thu
Green Guide
1/4 Page Strip
Program
$5956.96
9/27/2013
Fri
EGN
1/4 Page Strip
Program
$13600
9/28/2013
Sat
Traveller - Display
Full Page
Program
$35741.44
9/29/2013
Sun
M Magazine
Full Page
Program
$25738.56
9/30/2013
Mon
EGN
1/4 Page Strip
Program
10/3/2013
Thu
Green Guide
1/4 Page Strip
Good Food Month
10/6/2013
Sat
EGN
14x11
Let's do Lunch
10/8/2013
Tue
EGN
1/4 Page Strip
Let's Do Lunch
10/8/2013
Tue
Epicure
1/4 Page V
Alex Atala
10/9/2013
Wed
Business
1/4 Page Strip
Let's do Lunch
$5956.96
10/10/2013
Thu
EGN
1/4 Page Strip
Let's do Lunch
$13600
10/11/2013
Fri
EGN
1/4 Page Strip
Kitchen Garden
10/12/2013
Sat
Life & Style
1/4 Page Strip
Let's do Lunch
$8935.36
10/12/2013
Sat
Traveller
1/2 Page H
Alex Atala
$8935.36
10/13/2013
Sun
EGN
8x11
Let's do Lunch
10/13/2013
Sun
M Magazine
1/2 Page H
Kitchen Garden
10/14/2013
Mon
EGN
1/4 Page Strip
Let's do Lunch
$13600
10/15/2013
Tue
EGN
1/4 Page Strip
Alex Atala
$13600
10/15/2013
Tue
Business
1/4 Page Strip
Let's do Lunch
10/16/2013
Wed
EGN Digital Edition
Full Page T84
Breakfast
10/17/2013
Thu
EGN
1/4 Page Strip
Breakfast
10/18/2013
Fri
Business
1/4 Page Strip
Kitchen Garden
10/19/2013
Sat
EGN
14x11
Breakfast
10/19/2013
Sat
Traveller
1/4 Page Strip
Kitchen Garden
$8935.36
10/20/2013
Sun
M Magazine
1/4 Page Strip
Kitchen Garden
$6434.64
10/21/2013
Mon
Business
1/4 Page Strip
Breakfast
$5956.96
10/22/2013
Tue
EGN
1/4 Page Strip
kitchen garden
10/22/2013
Tue
Epicure
1/4 Page Strip
Alex Atala
$5956.96
10/23/2013
Wed
EGN Digital Edition
Full Page T84
Alex Atala
$5,000
10/24/2013
Thu
EGN Digital Edition
Full Page T84
Alex Atala
$5,000
$13600 $5956.96 $20665.26 $13600 $8133.00
$13600
$8995.18 $12869.28
$5956.96 $5,000 $13600 $5956.96
$20665.26
$13600
$5,000
113 Fairfax Events I Good Food Month November 2013
Press Schedule Appearance Date
Section
Size
Campaign
Execution
$
10/25/2013
Fri
Business
1/4 Page Strip
Alex Atala
10/25/2013
Fri
TMM
Full Page
Kitchen Garden
$5956.96
10/26/2013
Sat
EGN
14x11
Alex Atala
$20665.26
10/26/2013
Sat
EGN
14x11
Breakfast
$20665.26
10/27/2013
Sun
Sport
1/4 Page Strip
Alex Atala
$6434.64
10/27/2013
Sun
Sunday Life
Full Page
Breakfast
10/27/2013
Sun
M Magazine
Full Page
Kitchen Garden
$25738.56
10/29/2013
Tue
Good Food Epicure
T62
Sponsor Thank You
$13403.04
10/30/2013
Wed
EGN Digital Edition
Full Page T84
Alex Atala
10/31/2013
Thu
EGN Digital Edition
Full Page T84
Breakfast
10/31/2013
Thu
Green Guide
1/4 Page Strip
Alex Atala
$5956.96
11/1/2013
Fri
Sport
1/4 Page Strip
Breakfast
$5956.96
11/2/2013
Sat
Life & Style
1/4 Page Strip
Kitchen Garden
$8935.36
11/2/2013
Sat
EGN
10x11
Breakfast
$14760.9
11/3/2013
Sun
EGN
8x11
Drink & Dine
$8995.18
11/4/2013
Mon
Sport
1/4 Page Strip
Breakfast
$5956.96
11/6/2013
Wed
Business
1/4 Page Strip
Breakfast
$5956.96
11/8/2013
Fri
Business
1/4 Page Strip
Let's do Lunch
$5956.96
11/8/2013
Fri
EGN Digital Edition
Full Page T84
Alex Atala
11/8/2013
Fri
Shortlist
1/4 Page Strip
Pop Ups & Parties
$5956.96
11/9/2013
Sat
Business
1/4 Page Strip
Pop Ups & Parties
$8935.36
11/9/2013
Sat
Traveller
1/4 Page Strip
Drink & Dine
$8935.36
11/10/2013
Sun
Sport
1/4 Page Strip
Breakfast
$6434.64
11/10/2013
Sun
M Magazine
Full Page
Alex Atala
$25738.56
11/10/2013
Sun
EGN
10x11
Bar Hop
$10743.97
11/12/2013
Tue
Epicure
Full Page T84
Events
$23827.84
11/12/2013
Tue
Epicure
1/4 Page Strip
Pop Ups & Parties
11/13/2013
Wed
EGN Digital Edition
Full Page T84
Breakfast
11/14/2013
Thu
EG
1/4 Page Strip
Bar Hop
$5956.96
11/15/2013
Fri
Business
1/4 Page Strip
Night Noodle Markets
$5956.96
11/16/2013
Sat
EGN Digital Edition
Full Page 55x11
Bar Hop
11/16/2013
Sat
Traveller
1/2 Page H
Kitchen Garden
$17870.72
11/16/2013
Sat
Life&Style
Full Page
Night Noodle Markets
$35741.44
11/17/2013
Sun
EGN
8x11
Night Noodle Markets
$8995.18
$54,400
$10840
$5,000 $5,000
$5,000
$5956.96 $5,000
$5,000
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Press Schedule Appearance Date
Section
Size
Campaign
Execution
$
11/17/2013
Sun
Home Style
Full Page
Breakfast
11/17/2013
Sun
EGN
10x11
Bar Hop
$10743.7
11/18/2013
Mon
Sport
1/4 Page Strip
Night Noodle Markets
$5956.96
11/19/2013
Tue
Business
1/4 Page Strip
Night Noodle Markets
11/19/2013
Tue
Epicure
Full Page
Events
11/20/2013
Wed
EGN Digital Edition
Full Page T84
11/21/2013
Thu
Sport
1/4 Page Strip
11/21/2013
Thu
EGN Digital Edition
Full Page T84
11/22/2013
Fri
EGN
1/4 Page Strip
11/22/2013
Fri
EGN Digital Edition
Full Page T84
11/22/2013
Fri
Health and Fitness feature
11/23/2013
Sat
Good Weekend
11/23/2013
Sat
11/24/2013
Night Noodle Markets Alex Atala Night Noodle Markets Alex Atala
$25738.56
$5956.96 $23827.84 $5,000 $5956.96 $5,000 $13600
Night Noodle Markets
$5,000
T84
Night Noodle Markets
$23827.84
1/2 Page H
Night Noodle Markets
$11160
Life & Style
HPH
Night Noodle Markets
$8935.36
Sun
EGN Digital Edition
Full Page 55x11
Night Noodle Markets
11/24/2013
Sun
Sunday LIfe
Full Page
Night Noodle Markets
11/25/2013
Mon
EGN Digital Edition
Full Page T84
Night Noodle Markets
11/25/2013
Mon
EGN Digital Edition
Full Page T84
11/26/2013
Tue
EGN
11/26/2013
Tue
11/26/2013
$5,000 $10840 $5,000
Night Noodle Markets
$5,000
1/4 Page Strip
Night Noodle Markets
$13600
Epicure
Full Page T84
Events
Tue
EGN Digital Edition
Full Page T84
Bar Hop
11/26/2013
Tue
EGN Digital Edition
Full Page T84
11/27/2013
Wed
EGN Digital Edition
Full Page T84
11/27/2013
Wed
EGN Digital Edition
Full Page T84
11/28/2013
Thu
EGN Digital Edition
Full Page T84
11/28/2013
Fri
Business
1/4 Page Strip
Night Noodle Markets
11/30/2013
Sat
Traveller
1/4 Page Strip
Night Noodle Market
Night Noodle Markets Night Noodle Markets Night Noodle Markets Night Noodle Markets
Total Value
$23827.84 $5,000
$5,000 $5,000 $5,000 $5,000
$5956.96 $8935.36 $1,396,489.24
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Online Marketing In 2013, Good Food Month was heavily promoted online – utilising the vast array of digital channels and high audience reach in the Fairfax network. Good Food Month creative received extensive exposure on smh.com.au, goodfood.com.au, theage.com.au. brisbanetimes.com.au and canberratimes.com.au in the following placements: ■
Homepage heroes
■
Major marketing tile
■
Spotlight tiles
■
iPad placements
■
Mobile banners
■
Web-tile advertising
■
Sidebar tiles
■
Carousel mentions
The Age Homepage Hero – Alex Atala
Event
Site
Placement
Start Date
End Date
Impressions
Night Noodle Markets
Age
HP Hero
22/11/2013
22/11/2013
6,000,000
Alex Atala
Age
HP Hero
13/11/2013
17/11/2013
6,000,000
Alex Atala
Age
HP Hero
22/11/2013
25/11/2013
6,000,000
Alex Atala
Age - tablet
Trec
22/11/2013
25/11/2013
100,000
Alex Atala
Age - tablet
Tboard
22/10/2013
25/10/2013
180,000
Alex Atala
Age Mobile
Banner
22/11/2013
26/11/2013
150,000
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Online Marketing
The Age Home Page Hero Advertisement
The Age IPad Advertisement
The Age Mobile Advertisement
The Age Major Marketing Tile
The Age Mobile Advertisement
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Broadcast Partnership Seven Network Building on their association with The Sydney Morning Herald Good Food Month presented by Citi, Fairfax was delighted to have the Seven Network join us as broadcast partner for the inaugural Good Food Month in Melbourne. To assist in driving awareness and attendance for The Age Good Food Month, Seven Network provided extensive promotional support for the event.
Campaign Highlights
Production of a 30 second CSA Heavy CSA schedule through October - November Regular feature within ‘Mitch’s Melbourne’ segments Weather cross to Giaan Rooney at Night Noodle Markets Segment on Coxy’s Big Break for Night Noodle Markets
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Radio Partnerships smooth fm With a shared love of food and wine, smoothfm was the perfect FM radio partner for The Age Good Food Month presented by Citi. Our smoothfm campaign ran from 25 October to 30 November and helped increase awareness and engage smoothfm listeners.
Campaign Highlights
40 x recorded pointers highlighting Good Food Month events 20 x live spots by smoothfm on-air team Mike Perso’s More Music ‘Breakfast Club’ promotion (10 x promo spots) Promotional listing on smoothfm.com.au Events page Promotion via smoothfm Facebook, Twitter and Instagram Activation at Night Noodle Markets featuring smoothfm tables, chairs, market umbrellas, plus prizes and activations on key days Presenting rights of Breakfast Club category
3AW 693 As Melbourne’s leading AM station, 3AW’s support was invaluable in promoting The Age Good Food Month to a broad audience.
Campaign Highlights
60 x recorded pointers highlighting Good Food Month events Editorial mentions / live reads Online links via 3AW.com.au Social media promotion via 3AW Twitter
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Magazine Partnership Cuisine (NZ) Through a partnership with Cuisine magazine, we were able to reach passionate food and wine audiences in New Zealand and promote both the Sydney and Melbourne Good Food Month events.
Campaign Highlights  
1 x full-page colour advertisement in Aug/Sep issue (on sale 26 Aug) Circulation 44,641, Readership 422,000
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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 General Pull up banners with sponsor logos Wing banners Media banners Good Food Month branded bags Staff T-shirts Foyer board Crowd Control Barriers
Postcards
Foyer Board
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Signage Good Food Month Sign This was displayed at the Night Noodle Markets in Alexandra Gardens.
Pull Up Banners 3 x creative executions were used across pull up banners which included the national partnership logos and major partner logo string. Pull up banners were used at the Official Event Launch, Alex Atala party at Stokehouse, Rene Redzepi at The Wheeler Centre and Daniel Patter son at Attica as well as at VIP events and dinners
Crowd Control Barriers Event corflute signs were created to hang on crowd control barriers across the event site. These signs were used The Night Noodle Markets. At the Night Noodle Markets they were interspersed with bamboo signs also. Pull Up Banners
Crowd Control Barrier Signage
Good Food Month Sign
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Signage Media Backdrop The media backdrop was used at the Official Event Launch.
External Scrim Signage These signage pieces were used across all fence pieces facing out to the street around Alexandra Gardens. 20 x pieces of event scrim 3 x pieces of Citi scrim
Stall and Bar Holder Signage 44 stall holder signs 6 bar signs 6 logo signs
Media Backdrop
External Scrim Signage
External Scrim Signage
Stall Holder Signage
Bar Signage
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Signage Street Signage Due to limited availability of street flags during this period, alternative options for street signage directing crowds into the Night Noodle Markets was created. A 4m high by 2m width banner erected on scaffolding was situated on St Kilda road opposite the Railway station on the pathway leading down into Alexandra Gardens. This signage was clearly visible by drivers and passersby during the second half of November and was very effective.
Directional Tower Signage
Entrance Sign
Wing Banner Signage
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Outdoor Campaign InLink lift and lobby screens Night Noodle Markets branded screens were displayed throughout the Melbourne CBD offices for the month of November. The design featured key information about the Night Noodle Markets along with the event logo and major sponsors logo strip.
Street Posters Good Food Month - branded street posters were displayed throughout the Melbourne CBD area for the month of November in high-traffic areas. The design featured key information about the Night Noodle Markets along with the event logo and major sponsors logo strip.
Adshels and 7-11 screens We booked 7 x CBD Adshel panels to promote the Night Noodle Markets from the week commencing November 17, for a period of two weeks. The panels were located throughout the Fed Square area as well as Flinders Street. The design featured key information about the Night Noodle Markets along with the event logo and major sponsors logo strip. As part of a trial between Fairfax Media and 7-11, we were given access to publish content on digital screens in five 7-11 locations (St Kilda, South Yarra, Royal Melbourne Hospital, RMIT Swanston St campus and Hawthorn. This activity took place from w/c November 10 to the end of the month. At time of printing, there were no available images of the screens.
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Chopstick Activation During the second half of November, 34,000 chopsticks were handed out around the Melbourne CBD area to promote awareness of the Night Noodle Markets. The chopstick sleeves featured key event information, and also encouraged users to upload a photo of themselves at the Markets with their chopsticks for their chance to win a selection of prizes. After the first night it was determined that event awareness was no longer a focus, therefore staff were instructed to engage customers already at the event by encouraging them to enter the competition. We conducted four sampling sessions and received a total of 101 entries to the competition during this time.
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Social Media Objectives
Increase brand awareness and engagement Communicate full Festival offering Drive various social media audiences to the Good Food Month website
Social Media Outlet
Follower/Likes (as of 10/12/2013)
20,212
1,366
8,616
Facebook Likes From the beginning of November till the end of December, there has been an increase in follower/likes to Good Food Month social pages. This can be seen in the graph below, exponentially rising. The spike in November can be directly correlated to the launch of a paid social media campaign. These likes have come from: Posts from Good Food Month page Page suggestions Post by other people Sponsored ads and stories Others The majority of new followers have come from posts from the Good Food Month page. There was a peak in followers at the start of November, matching other marketing collateral roll-out and Facebook paid media campaign. Average Daily New Likes Daily: The number of new people who have liked your Page (Unique Users)
117
Average Daily Unlikes Daily: The number of Unlikes of your Page (Unique Users)
7
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Social Media
129 Fairfax Events I Good Food Month November 2013
Social Media Reach Through both organic and paid reach, the average post reached over 100,000, with the highest individual posts in the excess of 400,000.
Average Total Reach Average Daily Total Reach – 108,194 Daily: The number of people who have seen any content associated with your Page. (Unique Users) Average Weekly Total Reach – 498,624 Weekly: The number of people who have seen any content associated with your Page. (Unique Users) Average 28 Days Total Reach – 846,116 28 Days: The number of people who have seen any content associated with your Page. (Unique Users)
Average Total Organic Reach Average Daily Total Reach – 2,662 Average Weekly Total Reach – 8,103 Average 28 Days Total Reach – 14,731
Average Total Paid Reach Average Daily Total Reach – 100,864 Average Weekly Total Reach – 463,141 Average 28 Days Total Reach – 734,678
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Social Media: Audience Age Group
Female
Male
13-17 year old
0.1%
0%
18-24 year old
18%
17%
23-34 year old
17%
14%
35-44 year old
8%
6%
45-54 year old
6%
4%
55-64 year old
4%
3%
65+
0.1%
0.1%
Demographics of people reached by the Good Food Month Facebook page During the month of November, the demographics of the Good Food Month page reach was 53% female and 44% male. The highest percentage of male and female both came from the 25-34 year old age group. Please see the below table and graph for further analysis.
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Social Media: Audience Age Group
Female
Male
13-17 year old
0.3%
0.1%
18-24 year old
24%
4%
23-34 year old
37%
8%
35-44 year old
13%
4%
45-54 year old
5%
1%
55-64 year old
1%
0.4%
65+
0.6%
0.1%
Demographics of people who engaged with the Good Food Month Facebook page Through the month of November, the demographic of people engaged with the Good Food Month page was 81% female and 17% male. The highest percentage of male and female both came from the 25-34 year old age group. Please see the below table and graph for further analysis.
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Social Media: Audience Age Group
Female
Male
13-17 year olds
0.4%
0.3%
18-24 year olds
17%
4%
23-34 year olds
32%
10%
35-44 year olds
16%
6%
45-54 year olds
6%
2%
55-64 year olds
2%
0.8%
65+
1%
0.4%
Demographics of people who liked the Good Food Month Facebook page The percentage of people who liked with the Good Food Month page was 74% male and 24% female. The highest percentage of male and female both came from the 25-34 year old age group. Please see the below table and graph for further analysis.
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Social Media: Paid Campaign Page Post
Salmon
Impressions
8,720
Unique
8,514
Clicks
115
CTR
1.32%
The campaign delivered 15,827 clicks and reached 2.8 million unique users on Facebook. Through promoted page posts we were able to strategically communicate to our target audience. This was done through a combination of segmenting the targeting filters to match the demographics of our target market and geo-targeting.
Foodie News A variety of vibrant images were used to drive website clicks - directing over 1,300 clicks to the Good Food Month website.
Page Post
Chinese Pork
Impressions
214,727
Unique
146,387
Clicks
2,375
CTR
1.11%
The Foodie News posts were also able to drive the second highest number of Likes to the Good Food Month Page at 272. The total number of impressions for the Foodie News post was 223,447 - with a click-through rate of 1.11%.
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Social Media: Paid Campaign Page Post
Market
Impressions
1,663
Unique
1,207
Clicks
5
CTR
0.30%
Page Post
Dessert
Impressions
4,793
Unique
3,566
Clicks
11
CTR
0.23%
Page Post
Fine Dining
Impressions
7,031,843
Unique
1,124,960
Clicks
2,308
CTR
0.03%
Page Post
Tapas
Impressions
487,850
Unique
245,176
Clicks
1,554
CTR
0.32%
Good Food Month Melbourne The Good Food Month posts delivered the majority of volume across the campaign delivering a click through rate of 0.05% which is much lower than the 1.12% - 2.82% average across the campaign. The poorer performance was mainly delivered on the Fine Dining post which had a 0.03% CTR. The strongest click through rate came from the Tapas post which drove a 0.32% click through rate however there was not enough volume on these posts to drive the clicks we wanted so the campaign was optimised towards where we could find relevant click volume.
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Social Media: Paid Campaign Night Noodle Markets Couple 2 and Lanterns People were the best performing posts which could also deliver substantial volume for the campaign. Couple 2 drove 1.5k clicks and Lanterns People drive 2.7k with click through rates of 2.47% and 2.44% respectively. The Night Group also delivered a strong number of clicks at 9,510 however with a lower click through rate of 0.34% it wasn't the most cost effective post. Most Page Likes: The Night Group has driven 1,770 new fans to the Good Food Month page. Most actions: The Night Group post also achieved the most page actions (likes, shares, comments, etc.) and delivered the lowest cost per website click (which includes clicks).
Friends
Lanterns
Lanters People
Longrain
Night Group
Night Group
Night Group 3
Total
218
1,486
509
112,350
2,976
741,426
92
94
923,601
242
218
1,480
502
99,796
2,961
566,766
91
94
736,350
3
11
3
43
14
2,741
97
2,490
3
0
7,001
2.38%
4.49%
1.38%
2.89%
3.73%
2.44%
3.26%
0.34%
3.26%
0.00%
Page Post
Couple
Couple 2
Couple 3
Day Grp
Day Grp 2 Dumplings
Imprs
360
63,401
318
126
245
Uniques
360
63,401
313
126
Clicks
14
1,568
14
CTR
3.89%
2.47%
4.40%
136 Fairfax Events I Good Food Month November 2013
Social Media
Good Food Month Twitter
Good Food Month Instagram
Good Food Month Facebook
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138 Fairfax Events I Good Food Month November 2013
Stackla New in 2013, the Good Food Month website engaged the social media platform Stackla to create a wider depth of conversation between audiences. During the Good Food Month campaign, 10,034 pieces of user generated content were received.
Stackla Tags
Number
Good Food Month
7,835
Night Noodle Markets
3,648
Bar Hop
1
Breakfast Club
2
Growers'
65
Let’s Do Dessert
288
Instant Expert
0
Hats Off Dinner
288
Shoot The Chef
576
Pop-up and Parties
3
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Website
140 Fairfax Events I Good Food Month November 2013
Website Page
Total Views
Night Noodle Markets
313816
Let's Do Lunch
10976
Breakfast Club
8152
Good Dinner Under $30
8152
Hats Off Dinner
7450
Alex Atala
7006
Pop Ups
5310
World Dinners
4076
Bar Hop
4049
The Ultimate High Tea
3685
Let's Do Dessert
3472
RenĂŠ Redzepi
3348
Surprise Saturday Lunch
3286
Instant Expert
3064
Good Pub Grub
3028
Laneways
2939
Sunday Family Lunch
2833
Talk Taste
2575
Citi Benefits
2042
Drink Dine
1971
Supper Club
1829
Private Dining
1714
My Benefits
1536
Family Table
1581
Partner
284
Daniel Patterson
1891
Down to Earth
595
Media
435
Thinking Food
480
Website Statistics There was a major burst of traffic on the Good Food Month website between the months of October and November. During its first year, the website saw over 400,000 visitors to the site during the month of November.
Month
Page View '13
October
121,461
November
463,137
Total
584,598
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Website
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Website
143 Fairfax Events I Good Food Month November 2013
Website
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Website
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Website
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Website
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Database Communications Date sent
Email Name
Opened
% Opened
Clicked
% Clicked
October 31, 2014
First Week
6,270
41.80%
679
4.50%
November 7, 2014
November 14, 2014
November 17, 2014
Taste
156
Tanqueray
336
Citi Banner Ad
7
Second Week
1,650
32.30%
350
1.90%
The Crown
44
Rekorderlig
56
Yalumba
97
Citi
111
Citi Banner Ad
5
Third Week
1,689
33.20%
276
5.40%
Coopers
92
Yalumba
32
Rekorderlig
75
Citi Banner Ad
4
Night Noodle Markets Solus
33.40%
1,693
6.10%
307
Citi Banner Ad November 22, 2014
November 28, 2014
Clicked links within email
Fourth Week
18 1,409
28.00%
231
4.60%
Citi
0
Citi Banner Ad
4
Fifth Week
1,286
25.70%
133
2.70%
Cathay
0
Citi
37
Rekorderlig
9
Citi Banner Ad
5
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Database Communications
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Database Communications
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PR Ahead of the inaugural Good Food Month event, PR agency Undertow Media was tasked with generating media coverage around the event’s announcement as well as in the lead-up to, and during the month of November. The three key phases of the Melbourne PR campaign were as follows:
Launch: July 2 announcement of Good Food Month inaugural year in Melbourne, including media preview event
Pre-event: promotion of the program and events in traditional and online media to drive coverage and ticket sales
Event: driving attendance to, and coverage of highlight events throughout November as well as those requiring extra attention to boost ticket sales.
Key results achieved:
Total pieces of coverage: 324
Total audience reach: 39,506,497
Advertising equivalent spend (ASR) minimum of $4,935,202
Key PR highlights across the campaign included:
40 print articles, 10 of these in non-Fairfax media, along with nine television pieces and 17 radio stories
258 online articles, 84 of which were from non-Fairfax outlets
Weekly stories across the Good Food masthead
More than 55% of coverage related to the Night Noodle Markets with 179 stories related to the event.
Channel 7 Weather Cross * based on figures from Media Monitors
152 Fairfax Events I Good Food Month November 2013
PR Editorial Integration Refer to appendix for full tear sheets
153 Fairfax Events I Good Food Month November 2013
PR Editorial Integration Refer to appendix for full tear sheets
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PR Editorial Integration Refer to appendix for full tear sheets
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10
Appendix 01
Editorial
02
Press Advertising
03
Digital Advertising
04
PR Report
05
Good Food Month Research
157 Fairfax Events I Good Food Month November 2013
Fairfax Events 1 Darling Island Road, Pyrmont NSW 2009 Australia www.goodfoodmonth.com E goodfoodmonth@smh.com.au
Fairfax Events I Good Food Month November 2013