Event Report 2013
Fairfax Events I Good Food Month October 2013
Fairfax Events I Good Food Month October 2013
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Contents 01
Introduction and Thanks
4–5
02
Snapshot
6-7
03
The Sydney Morning Herald Growers' Markets 15th Birthday Bash
04
Night Noodle Markets
18 - 41
05
Star Chef Events
42 - 53
06
Shoot the Chef
54 - 55
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Restaurant and Industry Event Program
56 - 71
08
Partnerships
09
Hospitality & Functions
121 - 122
10
Marketing
123 - 186
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Appendix
187
8 – 17
72 – 120
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Fairfax Events I Good Food Month October 2013
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Introduction and Thanks 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. More than 550 fabulous food-related events tickled Sydney's appetite during October, including the 15th birthday celebrations of The Sydney Morning Herald Growers'’ market, complete with birthday cake! Across the board, long-time favourites returned (where would Good Food Month be without Let’s Do Lunch, Hats Off Dinners and the Night Noodle Markets?). We also introduced great value Good Dinners Under $30, cafe-hour Breakfast Club and late-night Supper Club menus. The boom in Pop-Ups & Parties continued and there was some lively new Laneway excitement too.
Joanna Savill Festival Director, Good Food Month Editor, The Sydney Morning Herald Good Food Guide 2014
For the first time, Good Food Month festivities were also embraced by foodlovers in Brisbane and Canberra, and in November, across Melbourne and regional Victoria. A record-breaking 295,000 visitors attended the much-loved Night Noodle Markets in Hyde Park, which extended to Saturdays this year. Asian-food lovers were spoilt for choice with 43 stalls across 16 nights, including noodles, soups and dumplings galore (more than 250,000 of them!). Careful waste management and recycling at the Noodle Markets saw 73% of litter (74 tonnes) diverted from landfill. And Good Food Month charity partner OzHarvest collected an amazing 533kg of surplus food, providing 1601 nutritious meals to those in need. Generous patrons also donated an incredible $13,000 – the equivalent of 26,000 additional meals. October saw exclusive guest appearances by one of the most significant figures in modern gastronomy - René Redzepi, head chef at Noma restaurant in Copenhagen, named number one three times (2010-2012) on the World's 50 Best Restaurants list. Along with 10 of our most inspiring chefs, René cooked for 450 guests at The Great Australian Dinner hosted by The Star on October 27 – a landmark event in Australian gastronomy. The dinner was followed by René’s presentation at Sydney Opera House: a Good Food Month exclusive pre-launch of his A Work in Progress: Journal, Recipes and Snapshots (Phaidon Press), a candid insight into the life and creativity of this extraordinary chef. While the month-long celebration of all things food officially wrapped up on October 31, key international chef events continued into November. Charismatic Brazilian chef Alex Atala of D.O.M restaurant in São Paolo (ranked sixth on the World's Best Restaurants list) teamed up with the crew at Porteño for a typical Brazilian galinhada or "chicken feast". North American culinary talent Daniel Patterson of Coi in California appeared for one night only at Sydney’s Momofuku Seiobo, speaking about his superb new book, Coi: Stories and Recipes. Canberra foodlovers were also treated to a literary lunch with Daniel at Aubergine, the Good Food Guide Regional Restaurant of the Year (2013). We look forward to doing it all again in October 2014, with many exciting expansion plans.
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Fairfax Events I Good Food Month October 2013
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Snapshot Australia’s largest food festival
560 individual event listings
More than 1 million people attended events across October
295,000 at Night Noodle Markets (October 9-26) - once again the most popular GFM event, with overall attendance up 9% from 2012
New events included: Breakfast Club, Supper Club, Instant Expert, Let’s Do Dessert
Let’s Do Lunch remains the most popular restaurant-based activity (25,000)
220,000 attended Community Festivals across Greater Sydney
Regional events included 15 events in the Crossing The Blue Mountains with Food program
Shoot the Chef received 500 entries and The Star exhibition up to 10,000 daily
Record crowds at The Sydney Morning Herald Growers’ Market – 13,000 on Saturday October 5
International “Star Chef” events engage leading Australian chefs and industry
Good Food Month delivered a marketing & advertising value of $5,544,000 plus PR & editorial value of $4,290,791 million
92 % of attendees said they are likely to attend Good Food Month Sydney next year *
71% of survey participants indicated they would recommend Sydney to their international / interstate friends because of Good Food Month *
26% of the event attendees followed Good Food Month on Social Media *
82% of respondents had attended Good Food Month prior to the 2013 event, while 72% also attended last year *
10% of attendees travelled from overseas of interstate to attend Good Food Month in 2013 *
48% of attendees recalled Citi as presenting partner of Good Food Month (unprompted) * Repucom Research Report 2013
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“It was my first time ever at the markets and I really enjoyed myself.” The Sydney Morning Herald Growers' Markets 15th Birthday Bash Attendee 2013
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Signature Events The Sydney Morning Herald Growers' Market 15th Birthday Bash October 5 2013 2013 was 15 years since the first-ever The Sydney Morning Herald Growers‘ Market. So a celebration was in order at this premium fresh-food market, held on the first Saturday of every month throughout the year (except January) with around 70 loyal stallholders. Celebrations included a massive birthday cake! Original stallholders and newer arrivals featured at special tasting sessions around the Market Chef stage (sponsored by SMEG). Four sell-out sessions (50 guests at each) offered demonstrations with market produce, tasting dishes, drinks, “goodie bags” and chats with stallholders/producers. $25 Celebrity cooks and chefs included Matthew Evans, Jill Dupleix, James Viles (Biota Dining), Martin Boetz (The Cook’s Coop). Festival director Joanna Savill was MC. Producers featured: Chop Shop Carnivorium, Sonoma bread, Pukara Estate and Rylstone Olive Press olive oils, Feather & Bone meats and Darling Mills greens, Rowie’s Cakes, Pecora Dairy cheeses, Mandagery Creek Venison.
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“It was a fabulous morning, informative talks, great stalls and a bewitching atmosphere. Great produce.� The Sydney Morning Herald Growers' Markets 15th Birthday Bash Attendee 2013
Fairfax Events I Good Food Month October 2013
Citi During Good Food Month Citi brought dining to the streets through its partnership with Eat Art Truck. The food truck was skinned in Citibank blue and served up tasty dishes from Dining Program ambassador Gary Mehigan’s Big Kitchen Events and partner restaurant, The Bridge Room. The Growers' Markets 15th Birthday Bash was the first official outing for the Food Truck providing a pop up restaurant space at the main entrance of the market for all to enjoy the signature lamb belly roll after a morning of shopping. The food truck was used to provide a well loved Citi customer benefit with the first 100 Citi customers to visit the Citibank Dining Food Truck receiving a complimentary Good Food Guide.
This benefit was a great success with the books being all given out by 10am. Across the markets Citi was acknowledged through event signage including the large format Good Food Month planter box sign and from the Market Chef Stage by festival director Joanna Savill.
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Harvey Norman As presenting partner of the Growers' Markets 15th Birthday Bash Harvey Norman created a very popular activation space in the centre of the marketplace to align with their national coffee week campaign. The six metre by six metre tent was home to a coffee showcase with Harvey Norman’s expert barista team showcasing their range of coffee machines with multiple brands demonstrating the latest technology and advances in this area. This aligned with the ethos of the Growers' Markets showing people how easy it is to make a good quality coffee at home (the perfect complement to fresh NSW produce cooked up for breakfast). Harvey Norman positioned themselves as ‘the coffee specialists’ and all guests who attended the Growers' Showcase were provided with a mug which they could fill at the Harvey Norman tent adjacent to the stage. During the demonstrations as part of the Growers' showcase Richard Babekuhl from Breville was invited onto the Market Chef stage to discuss the perfect cup of coffee with Festival Director Joanna Savill, his demonstration included a discussion of locally roasted beans (featuring beans from Growers' Markets stall holders), and how to get the best out of a home coffee machine.
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Fairfax Events I Good Food Month October 2013
SMEG SMEG are an event partner of the Growers' Markets across 11 months of the year. For the Birthday Bash SMEG added their festive candy striped fridges to the usual market chef stage set up which includes a gas cook top and stainless steel bench top which provided the perfect demonstration stage for celebrity chefs and food personalities including;
Matthew Evans Jill Dupleix James Viles from Biota Dining Martin Boetz from Rushcutters & The Cook’s Coop
The SMEG demonstration stage was the centrepiece of the markets in October and was viewed by more than 13,000 visitors on the sunny first Saturday in October.
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Rekorderlig Cider As major partner across Good Food Month Rekorderlig Cider receive activation rights at all signature events.
For this special edition of the SMH Growers’ Markets, Rekorderlig Cider partnered with Trunkey Bacon & Pork from Orange, NSW to create a one-off hot glazed ham featuring the Rekorderlig Cider varietal Orange and Ginger. This was a hit and sold out quickly across the morning. Rekorderlig worked with Trunkey’s stall to decorate their stall with Orange and Ginger signage which was complemented by a lovely shaded area filled with Rekorderlig branded umbrellas and deck chairs.
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Coopers As major partner across Good Food Month Coopers receive activation rights at all signature events.
For the first time in 2013 Coopers activated at the Growers' Markets to highlight their unique position as an Australian Made, Australian Owned beer. As a South Australian company Coopers sought a supplier to help support this message, by partnering with Kinkawooka mussles mussels (a long time Growers stall holder from South Australia) to create a sell out dish - Pale Ale braised mussels. Australian Made, Australian Owned umbrellas were also provided to give branding across the site and provide much needed shade for market attendees.
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Fairfax Events I Good Food Month October 2013
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Night Noodle Markets October 9 – 26 Once again this was a highlight event for Good Food Month – bringing thousands of Sydneysiders and visitors into Hyde Park for an evening of food, music, bars and socialising. The new lantern garden was a huge hit – the most shared instagrammed/facebooked element ever! On Ramen’s ramen burger added a novelty factor this year and certainly had its share of long lines. Saturday trading was introduced in 2013 (5-10pm) – an incredible success. 43 food stalls, 4 bars, and live entertainment
295,000 visitors over 16 nights
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Fairfax Events I Good Food Month October 2013
Citi Citi’s popular VIP area returned in 2013 once again featuring the now iconic light canopy. This area retained its central position and catered to over 10,300 Citi customers across 16 nights. The experience of the VIP area was enhanced this year through the introduction of The Citi Concierge service which was a great hit. Allowing customers in the VIP area to order their meals and then have them delivered. The team of dedicated Citi Concierges were on hand to take some of the legwork out of getting food from stalls such as Citibank Dining Program Partner Restaurants Din Tai Fung, East Ocean and Taste of Shanghai.
Over 1,700 customers ordered from Citi Concierge equating to more than $34,000 in sales.
The Citi Eat Art Truck was on site for the Friday night at the Night Noodle Markets. Citibank Dining Program Ambassador Gary Mehigan made a guest appearance in the truck on Friday 11th October presenting a signature dish.
Over 689,000 impressions were received from The 7pm Project weather cross from the Night Noodle Markets with Gary Mehigan, Citi’s Dining Program Ambassador
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“I loved the atmosphere that the markets provided, it was a great place to catch up with friends after work.� Night Noodle Markets Attendee 2013
Fairfax Events I Good Food Month October 2013
Citi The Citi ATM and kiosk structure returned with 3 Citi ATMs and a separate photo booth along with a large format TV screen promoting the #CitiVIP competition, Good Food Month and City of Sydney. Over 2,500 photos were taken from the Citi photo booth resulting in a total reach of over 117,000 impressions on Facebook Over 12,600 transactions were made from the Citi ATM with a total value of over $1,020,000. The Citi logo was also included in lockup on all event signage including perimetre fencing and stall holder facia.
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Citi
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Fairfax Events I Good Food Month October 2013
Rekorderlig Cider The favorite addition to the markets in 2012 returned bigger and brighter than ever featuring a new 12 x 12 metre deck allowing people to relax and enjoy a cider in the spring afternoon and evening air. With a Swedish maypole, deckchairs and a DJ pumping out party tunes every night of the week, the Rekorderlig Cider Garden was once again the place to meet. Promotional staff provided product samples and created audience engagement with a gift - a picnic blanket given out with the purchase of 4 Rekorderlig ciders.
The Rekorderlig-branded bar served Strawberry-Lime on draft for the first time along with; Rekorderlig Apple Cider Rekorderlig Pear Cider Rekorderlig Mango-Raspberry Cider Rekorderlig Passionfruit Cider Rekorderlig Orange-Ginger Cider
Additionally 3 Rekorderlig varietals were sold across all additional bars. Signage included 12 x crowd control barrier signs, branded umbrellas, bar menu and a large may maypoll sign which drew people into the Cider Garden.
“Really lively although seating was an issue. The rug giveaway was a great idea.” Repucom Research Survey 2013
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32 Fairfax Events I Good Food Month October 2013
Coopers Brewery The Coopers Beer Garden was extended in 2013 to include additional branded beer barrels and ‘Australian Made, Australian Owned’ umbrellas spilling out over the grass of Hyde Park providing the perfect setting for people to drink and eat into the evening. The ever popular tin shed was once again activated with a DJ providing additional entertainment and created a fun party atmosphere. The popularity of this area was once again 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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34 Fairfax Events I Good Food Month October 2013
Tanqueray Gin Tanqueray Gin sponsored 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 unlike anything that had been at the Noodle Markets previously and highlighting the sophisticated nature of Tanqueray Gin in a unique space. 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’ or on Thursday – Saturday nights, a signature ‘Spice Temple’ cocktail which enhanced the Tanqueray botanicals with a mandarin powder and lemongrass twist. Along with table service into the Tanqueray Gin Lounge, the atmosphere created by laid-back soul music was one enjoyed by many attendees across the 16 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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Fairfax Events I Good Food Month October 2013
Brown Brothers In 2013 Brown Brothers focused their activation at the Night Noodle Markets on sampling the new Moscato Sauvignon Blanc. Using the Morrison staff, 30ml sample pours were offered to attendees. A total of 204 bottles were sampled across the event. Comments included: “easy to drink”, “light summer drink”, “I like the fruitiness”, “not as sweet as a regular Moscato”. Brown Brothers wines were sold from all bars and included;
Brown Brothers Brown Brothers Brown Brothers Blanc 2013 Brown Brothers
Prosecco NV Pinot Grigio 2012 Moscato & Sauvignon Shiraz 2011
Brown Brothers signage included 12 x pieces of corflute signage used to create a seating area in the centre of the park.
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Fairfax Events I Good Food Month October 2013
Sanpellegrino As exclusive non-alcoholic beverage supplier Sanpellegrino products were served from all bars across the site. Products included:
S.Pellegrino sparkling mineral water Acqua Panna still mineral water
Sanpellegrino Sparkling Fruit Beverages: Limonata Aranciata Aranciata Rossa Chinotto Additionally 3 x branded satellite bars were set up at prominent positions across the Night Noodle Markets site to easily serve product to those who did not want to line up at the larger bars. Branding included Sanpellegrino-branded umbrellas, staff wearing Sanpellegrino t-shirts and The Morrison staff using S.Pellegrinobranded trays to serve guests seated at tables across the site.
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Team Thailand Team Thailand included Centara Hotels and Resorts, Thai Trade Centre and the Tourism Authority of Thailand. Team Thailand joined the Noodle Markets for the first time in 2013 providing a seating area highlighting the four regions of Thailand featuring Thai dancers and traditional Thai seating. To further enhance the key message, a dish representing each of the four regions was served on key nights throughout the festival by regular stallholder, Thai Time Express:
A popular Central Region noodle dish Kanomjeen Gang Keow Wan of somen noodles, chicken, green coconut curry, eggplant, bell pepper, and basil leaves
A popular Northern Region street food dish - Kao Soi - deep-fried crispy egg noodles and boiled egg noodles, pickled cabbage, shallots, lime, ground chilli fried in oil, and meat in a curry-like sauce containing coconut milk.
A dish to showcase the flavours of the Northeastern Region: Pad Mee Korat fried noodles similar to Pad Thai, but without peanuts, tofu and pickled radish that Pad Thai includes.
Southern Region - Phuket Hokkien Mee – stir-fried egg noodles with pork, shrimp, pork liver and kale with soy sauce. It is a classic noodle dish from Phuket Island located in the south of Thailand.
Thai Trade also had a 3 x 3 metre marquee space which was activated with a 'Spin the Wheel' and Win Thai Food and Souvenirs competition along with signage pointing to two Facebook competitions: Like the Hug Thailand Facebook page and receive a free regional Thai cookbook and Like the Centara Facebook page and go into the draw to win a holiday.
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The Morrison As the official licensee of the Night Noodle Markets, The Morrison ran all bars across the event site with signage focusing on two key brands.
The Morrison Brand was aligned to the Coopers and Tanqueray Bars, while the Rekoderlig Bar was aligned to The Watsons Bay Hotel.
The Morrison ran all bars and also provided staffing for the Coopers Beer Garden, Rekorderlig Cider Garden, Tanqueray Gin Lounge and Citibank VIP bar along with the Sanpellegrino/Acqua Panna satellite bars
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Fairfax Events I Good Food Month October 2013
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Star Chef Events René Redzepi 1300 people came to see René Redzepi (from Noma in Copenhagen, ranked Best in the World 2010-2012 and currently at No.2!) as our special international guest at the all-star Great Australian Dinner and speaking at Sydney Opera House and Melbourne’s Wheeler Centre.
“It was a rare and unique experience having an internationally renown chef at our doorstep. Great event.”
René was our guest in partnership with Phaidon Press, publishers of his new book: A Work In Progress.
Repucom Research Survey 2013
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“Intimate, interesting and not what I had expected.” Star Chef Events, Repucom Research Survey 2013
Fairfax Events I Good Food Month October 2013
The Great Australian Dinner with René Redzepi (October 27) at The Star Event Centre and Terrace Ten of Australia’s most influential chefs teamed with Rene Redzepi for this landmark event. Each was asked to showcase his/her interpretation of “Australia on a plate”. The Star Events Centre was a beautiful setting for the evening, including the spectacular views from the generous terrace as well as the pre-function area which housed several food stations manned by our guest chefs. Tickets included a signed copy of Rene Redzepi’s new book A Work in Progress (Phaidon Press).
The following supply partners contributed to the evening's success, showcasing extraordinary Australian produce: De Costi, Christies, The Bread & Butter Project, Cobram Estate Olive Oil, Outback Pride, Paroo Premium Kangaroo, Vics Meats, Joto, Kinkawooka Shellfish, Biota Dining
450 guests enjoyed a four-course menu (tastings, entree, main course, dessert). Participating chefs: Neil Perry, Peter Gilmore, Kylie Kwong, Martin Benn, James Viles, Brent Savage, Ben Greeno, Dan Hunter, Mark Best and David Chang. Tastings were offered by each chef for the "canapé" course. Some of these were served at dedicated food stations: Brent Savage’s kangaroo tartare using Paroo Premium Kangaroo; Mark Best’s rosella and pepperberry marshmallow using Outback Pride ingredients; Kylie Kwong’s live native green tree ants; James Viles’s replica oyster lease: Neil Perry’s steamer baskets. Drinks: Coopers beer, Tanqueray gin and tonic, Rekorderlig cider, Brown Brothers wines and S. Pellegrino and Acqua Panna mineral waters. Brown Brothers wines were matched to all courses and a Coopers cleansing ale was poured with dessert. Indigenous dancer and educator Clarence Slockee provided a moving ‘Welcome to Country’. A live video cross to Rene Redzepi in the kitchen opened the evening and launched entree service (Rene’s dish for 450 people! served in a record six minutes.) MC was Festival Director Joanna Savill. Live video feeds ran from the kitchen throughout the evening. Video packages were filmed to show each chef describing their main course dish and creative philosophy. These were screened before and after main course. Following main course, Rene Redzepi spoke about his book and the concept of Australian food. The Sydney Morning Herald chief restaurant critic Terry Durack also delivered his verdict. “All fabulous!” Ben Greeno’s team from Momofuku Seiobo served dessert – again, for 450! Rene signed copies of his book and posed for countless photographs in the foyer!
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“It was run with style, elegance and professionalism... A lot of my cooking heroes were there.” Star Chef Events, Repucom Research Survey 2013
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Sponsorship Activation Citi As presenting partner the Citi logo was included in lock-up on all signage including large planter box sign, menus and screens across the venue. Additionally the Citi logo ran across the large screens during the dinner. Citi also provided two pull up banners which were placed in prominent positions at the entrance to the venue.
SMEG SMEG provided three cooking stations for the preparation of canapés in the pre function area. Neil Perry cooked dumplings in on the Star Terrace on a SMEG gas cooktop while James Viles and Mark Best prepared their canapes on SMEG stainless steel benches
S.Pellegrino / Acqua Panna Sanpellegrino provided wait staff to serve S.Pellegrino, Acqua Panna and Sanpellegrino sparkling fruit flavours to guests in the foyer before dinner. As a number of chefs came from the World’s 50 Best Restaurants, Sanpellegrino were acknowledged as a partner of this property from the stage by the Festival Director.
Coopers Coopers ‘Australian Made, Australian Owned’ umbrellas were used across the roof top terrace which was a popular place to have a pre dinner drink and canapé. The cleansing ales were also served from vintage wooden crates at the end of the dinner inkeeping with the Australian theme of the meal. The Star as event partner and all other major partners were acknowledged across screens within the venue along with logo inclusion on event signage.
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René Redzepi: A Work in Progress At Sydney Opera House "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, and the challenges, triumphs, reflections and pressures of being in the international limelight. Share the stories behind the fame at this intimate presentation. And see why René Redzepi is a leading thinker in today’s culinary world. A satellite event of the 40th anniversary celebrations of Sydney Opera House. On October 28 in the intimate surrounds of the Playhouse at Sydney Opera House, René presented his recently released book A Work in Progress, documenting his journey to the top and the challenges posed by a life in the culinary limelight – not least maintaining creativity and energy in the face of international attention. Short videos from Noma were interspersed with readings and reflections from the book. Sydney was the first-stop on René’s world tour and a huge critical success. 400 people (including many chefs and media) packed the Playhouse and purchased copies of the book.
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Additional Events Through our partnership with Phaidon Press, we were fortunate to host two other international super stars – as part of their global book tours.
An evening with Daniel Patterson at Momofuku Seiobo 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. On Tuesday, November 12, Daniel hosted an evening of food, drinks and talks at Momofuku Seiobo. In partnership with Phaidon Press, Daniel appeared for one night only in Sydney to speak about his superb new book, a fascinating collection of recipes, stories and thoughts from a truly extraordinary chef. This intimate presentation of Daniel’s new book Coi: Stories and Recipes (Phaidon) included a 40 minute talk by Daniel as well as a Q&A with festival director Joanna Savill. Drinks were supplied by our partners and delicious snacks by the Momofuku team.
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Additional Events Lunch with Daniel Patterson at Aubergine, Canberra Good Food Guide Regional Restaurant of the Year (2013) and Canberra's only two-hat restaurant, Aubergine was the proud host of a once-only lunch with special international guest, Daniel Patterson on Wednesday, November 13. Hosted by Kirsten Lawson of The Canberra Times. Daniel spoke about his superb new book over a three-course lunch with wine.
Galinhada with Alex Atala at Porteno He’s the hottest property in South America, his restaurant D.O.M ranks sixth on the World’s Best Restaurants list sponsored by S. Pellegrino and Acqua Panna and he’s cited by chefs world-wide as a culinary leader and inspiration. Alex teamed with the crew at Porteno for a party: great drinks, music, an insight into the indigenous ingredients discovered by Alex during his travels around Brazil and the Amazon (as documented in his new book), followed by a typical Brazilian galinhada or “chicken feast”, modelled on the late-night parties held at Alex’s Sao Paolo restaurant.
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Fairfax Events I Good Food Month October 2013
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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. 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 Sydney Morning Herald 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 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 finalist entries were showcased in both Sydney and Melbourne, thanks to the generous support of two key sponsors, The Star and Rialto Towers. In Sydney The Star was acknowledged in all Shoot the Chef marketing collateral and hosted a cocktail party to open the exhibition.
Highlights
A total of 527 entries were 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.
PR Campaign generated 173 editorial mentions across national metro, community, regional publications + online blogs
65 entries into The Star’s Shoot The Chef Instagram competition (using hashtag #shootthechefthestar)
Shoot The Chef Facebook sponsored post promoting The Star’s Instagram competition (below) seen by greater thank 13,000 people
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“Good Food Month is a well branded festival celebrating a full spectrum of Sydney's food culture, encouraging consumers to explore new experiences. An important part of our food strategy.� Restaurant Owner 2013
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Program There were a total of 29 event categories in the Good Food Month program for 2013. 550 events were held by restaurants, bars and other food businesses under the Good Food Month umbrella in 2013, attracting around 500,000 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 Sydney cafes (from The Sydney Morning Herald Good Cafe Guide). Weekdays only. $20, including a day-starting tea or coffee.
“The Breakfast Club was amazing. I tried three different places and after I found the one l liked I went back multiple times.” Repucom Research Survey 2013
Lunch
“Good Food Month gives our event credibility” Restaurant Owner 2013
Let’s Do Lunch: Just $38 for a main course and more: including a matched glass of Brown Brothers wine, or Coopers beer, or S.pellegrino sparkling or Acqua Panna still mineral water, 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: Sunday long lunch deals, presented by Barilla
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Let’s Do Lunch
74 Good Food Guide listed restaurants including 4Fouteen and ARIA participated in Let’s do Lunch in 2013
25,000 + attendees across the month
74,975 page views
“The lunch options are always current , fresh and healthy.” Repucom Research Survey 2013
“Superb food at a great price.” Repucom Research Survey 2013
“I loved the idea that you can try some of Sydney’s top restaurants at a really affordable price.” Repucom Research Survey 2013
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Sunday Family Lunch
presented by Barilla
9 restaurants participated in Sunday Family Lunch in 2013
1,080 attendees across the month
6,935 page views
“Barilla has been delighted to partner with Fairfax for the 2013 Good Food Month in Sydney. As presenting sponsor for the Sunday Family Lunch, we enjoyed a month of celebrations, treating customers to authentic Italian lunches in the secret urban garden at Casa Barilla. The partnership has also provided great exposure for our cooking school, and as a result we hosted over 200 people in the school through October” - Marketing Manager, Barilla Australia
“The Botanic Gardens restaurant really understood how to cater for children which meant that my husband and I could relax and really enjoy the great food.” Repucom Research Survey 2013
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“I will go again, and again, and again.” Repucom Research Survey 2013
Fairfax Events I Good Food Month October 2013
Program 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 Sydney Morning Herald Good Food Under $30 Guide are serving up a two-course menu for $30 or under (per person) Private Dining: Leading restaurants from The Sydney Morning Herald Good Food Guide present an up-close-and-personal encounter with their head chefs, explaining their cooking 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 Syria to Singapore, Rajasthan to San Sebastian, the flavours of several continents are right here on our doorstep.
Sweet Things The Ultimate High Tea: Aftenoon tea with all the trimmings, including tea or coffee and a glass of Brown Brothers sparkling wine. 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 Brown Brothers dessert wine.
“...increased our awareness among potential customers” Restaurant Owner 2013
61 Fairfax Events I Good Food Month October 2013
“Good Food Month means we can showcase our business to a larger market and promote our regional area in a world class event.� Restaurant Owner 2013
Fairfax Events I Good Food Month October 2013
Hat’s Off Dinners
presented by Tanqueray Gin
21 hatted restaurants including Quay, Marque and Rockpool participated in the Hat’s Off Dinners Category in 2013
2,100 attendees across the month
24,998 page views
As presenting partner of the Hat’s Off category Tanqueary launched its Taste-ology series with a series of special Hat’s Off events at Rockpool which featured Tanqueary as the perfect palate cleanser
“Just a fantastic event at a fine dining establishment, couldn’t ask for much more.” Repucom Research Survey 2013
63 Fairfax Events I Good Food Month October 2013
Fairfax Events I Good Food Month October 2013
Program Drinks Good Pub Grub: Beer braises, beer batters, beer gravy, even beer-balsamic jus... Leading pubs (as chosen by The Sydney Morning Herald Good Pub Guide) offered a beerinspired dish with a Coopers Pale Ale, for $25. Drink & Dine: It’s all about the drinks at these many and varied events – from wine to cider, craft beer to champagne. 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. Sydney’s star mixologists shake it up in style. A Tanqueray gin-inspired 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 NSW is what Good Food Month is all about. The best produce shines, thanks to dedicated bunch of chefs, students, winemakers and producers. Crossing the Blue Mountains with Food – This program celebrates the bicentenary of the first-recognised European crossing of the mountains, with restaurants and producers pooling their creative talents to show off their thriving food culture. Down to Earth: Here is your answer to an increasingly asked question – where does my good come from? These produce- and producer-focussed dinner 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.
65 Fairfax Events I Good Food Month October 2013
Good Pub Grub
presented by Coopers
18 leading “gastro-pubs”
Total Good Pub Grub App downloads: iTunes 251, Google Play 83
Entries: 500+
Top 5 Hotels including the Australian Youth Hotel, Shelbourne Hotel and The Royal Oak
Prizes awarded to: Trade - Shelbourne Hotel Consumer - Lord Wolseley Hotel
Over 4,320 attendees across the month
7,584 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
66 Fairfax Events I Good Food Month October 2013
Bar Hop
presented by Tanqueray Gin
35 top Sydney bars including The Passage, Grain and The Rook
3,500 + attendees across the month
6,971 page views
“Lovely combination of food and cocktails making me try things I wouldn’t normally.” Repucom Research Survey 2013
“Nothing like drinking cocktails in some of the best bars in Sydney.” Repucom Research Survey 2013
67 Fairfax Events I Good Food Month October 2013
Fairfax Events I Good Food Month October 2013
Program Discoveries Community & Outdoor Festivals: Good Food Month takes to the streets in Sydney’s diverse food villages and across regional NSW. Art & Food: Performances, exhibitions and even a little bit of history add new dimensions to eating and drinking.
Laneways Come Alive: The great outdoors is an excellent place to enjoy food and wine. Laneways are turned into al fresco dining destinations, for October only. Markets: Market culture is alive and thriving. In October, it’s the more the merrier, with special events around town for market-goers.
Streets of Sydney: Pack your (shopping) bags and a good appetite and head off on tour. Let the locals take you to their favourite corners of Sydney and unearth a few delicious secrets along the way. Signature Dish: Dining precincts offer a way to explore their secrets – and their signature dishes. Pop-ups & Parties: Secret spaces are transformed, hatted restaurants sneak into unexpected locations. Some of Sydney’s best chefs pay tribute to this month of celebrating by throwing an amazing party.
“Lovely combination of food and cocktails making me try things I wouldn’t normally.” Repucom Research Survey 2013
69 Fairfax Events I Good Food Month October 2013
Pop-Ups & Parties
presented by Rekorderlig Cider
23 unique spaces and venues participated in Pop-Ups & Parties in 2013
5,500 + attendees across the month
10,168 page views
Rekorderlig Cider produced two events within this category, Nio by Rekorderlig and the Mak Mak macaroon making workshop.
“Great concept. Gets the community together to collaborate and to meet your neighbours.” Repucom Research Survey 2013
70 Fairfax Events I Good Food Month October 2013
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.
“It was fantastic exposure through the PR side of Good Food Month” Restaurant Owner 2013
Families Kids in the Kitchen: Kids youns and old get hands-on at these classes – designed to inspire anyone from 4-16 years of age. Family Table: Take a family-friendly hours (5-7pm) and family-friendly prices to sit down to a fine family meal, at these Good Food Guide-rated restaurants.
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Fairfax Events I Good Food Month October 2013
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Partners
73 Fairfax Events I Good Food Month October 2013
74 Fairfax Events I Good Food Month October 2013
Citi Citi’s partnership with Good Food Month demonstrates their support for the restaurant industry and food and wine related events as part of a broader strategy. In their sixth year as presenting partner Citi activated their partnership at the 15th Annual Growers' Markets (pg 11), Night Noodle Markets (pg 25) and through a new initiative partnering with EAT Art Truck to bring to life the Citibank Dining Program.
Once again in 2013 Citi offered exclusive access and special privileges to customers at some of Good Food Month’s most popular events as well as creating exclusive events in partnership with Citibank Dining Program partner restaurants:
Exclusive Degustation at The Bridge Room Exclusive Degustation at Restaurant Arras Access to the Citi VIP area at Night Noodle Markets Citi Concierge (detailed further on page 25) 100 reserved seats at René Redzepi: A Work in Progress at Sydney Opera House Citi customers were given the chance to win an evening with Festival Director and Good Food Guide editor Joanna Savill (300 entries) 100 reserved seats at The Great Australian Dinner 100 Tickets held for Citi Customers to Citi NSW Wine Awards Citi customers were given a 20% discount on The Sydney Morning Herald Good Food Guide in October. The first 100 Citi customers to visit the Citibank Dining Food Truck at the Pyrmont Growers' Markets received a complimentary Good Food Guide. 12 seats were allocated to Citi customers at the 15th Annual Young Chefs Dinner at Momofuku Seiobo.
Citibank also leveraged its association and partnership via:
Ubiquity screens in Citibank branches Good Food Month programs distributed in the foyer of Citi head office on Park Street Citi Customer eDMs Press releases Through www.citibank.com.au/goodfood
75 Fairfax Events I Good Food Month October 2013
Citi Digital As presenting partner the Citi logo was included in lock-up on the header of every page of the Good Food Month website. A stand alone Citi logo was also included on the partners page with hotlink to Citi website.
The Citi website advertising appeared on all pages of the website from campaign launch and will remain for 12 months. The Citi webtile advertising delivered 1,601,872 page views and impressions across the campaign delivering 2,243 clickthroughs. Citi Customer Benefits page was live from the event launch giving customers a direct link to www.citibank.com.au/goodfood. This delivered 7521 page views. The iconic Citi light canopy was used across Fairfax Night Noodle Market event advertising including across www.goodfood.com.au and as a hero tile on www.goodfoodmonth.com.au
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Citi
77 Fairfax Events I Good Food Month October 2013
Citi Social Media Citi were acknowledged through logo lockup cross Good Food Month Social Media pages on Facebook, Instagram and Twitter. Citi also received the following integrated posts: 8 Facebook 4 Twitter 3 Instagram Additionally a Citi VIP tab was included on Good Food Month Stackla from October 131, generating 269 pieces of content tagged #CitiVIP.
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Citi Foodie News Three integrated Citi stories were included in Foodie News between September 30 and October 31. The Citi logo was included in lock-up in all Foodie News. Additionally, a Citi banner ad was included in each Foodie News gathering 96 clickthroughs in total across the month. Good Food Month kicks off tomorrow 30th September 2013 ‘Citibank Dining Food Truck’ story delivered 229 click-throughs
Foodie News:
17th
October ‘It’s the dinner of the year’
Foodie News: 30th September ‘Good Food Month kicks off tomorrow’
It’s the dinner of the year 17th October 2013 ‘Enjoy lunch with René Redzepi’ story delivered 175 click-throughs Last chance to hear René Redzepi 24th October 2013 ‘Win tickets to Gary Mehigan’s Chef’s table’ story delivered 213 click-throughs
Foodie News: 24t h October ;’Last chance to hear René Redzepi’
Last chance to hear René Redzepi 24th October 2013 ‘Taste the best: you be the judge’ story delivered 41 click-throughs
Foodie News: 24t h October ;’Last chance to hear René Redzepi’
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Citi Advertising
80 Fairfax Events I Good Food Month October 2013
Citi Additional Advertising
1 x additional quarter page strip advertisement in Good Food Month program
Intro by Julian Potter included in Good Food Month program
1 x Citi Hero tile scrolling across all pages of Good Food Month website
1 x pinned tile on the Good Food Month Stackla
4 x filler size ads – details in table below
1 x digital ad within online paper - details in table below
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Citi The Sydney Morning Herald Advertising 22-Oct-13
Tue
Digital Edition
Full page
Appeared
23-Oct-13
Wed
Digital Edition
Full page
Appeared
25-Oct-13
Fri
Digital Edition
Full page
Appeared
25-Oct-13
Fri
Shortlist Feat - Classifieds
T11
15
27-Oct-13
Sun
Unwind - Classifieds
T11
14
28-Oct-13
Mon
Digital Edition
Full page
Appeared
29-Oct-13
Tue
Digital Edition
Full page
Appeared
29-Oct-13
Tue
Good Food - Classifieds
T11
15
30-Oct-13
Wed
Digital Edition
Full page
Appeared
30-Oct-13
Wed
EGN
T11
4
31-Oct-13
Thu
Digital Edition
Full page
Appeared
1-Nov-13
Fri
Digital Edition
Full page
Appeared
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Citi Editorial Integration
83 Fairfax Events I Good Food Month October 2013
Fairfax Events I Good Food Month October 2013
Brown Brothers 2013 was the tenth and final year for Brown Brothers’ partnership with Good Food Month. This strong, longstanding partnership has been an integral part of the growth of this event.
Website As a major partner the Brown Brothers’ logo and hotlink to Brown Brothers’ website http://www.brownbrothers.com.au/ appeared on the partners page at http://sydney.goodfoodmonth.com/ Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website. Brown Brothers website advertising appeared on Good Food Month home page for 1 week during the event campaign. The Brown Brothers’ web-tile advertising also featured across; Foodie News: 17th October It’s the dinner of the year
Let’s Do Dessert delivering 60,749 page views, 20,250 impressions and 29 click-throughs
The Ultimate High Tea delivering 27,466 page views, 9156 impressions and 13 click-throughs
Let’s Do Lunch delivering 80,500 page views, 26,834 impressions and 38 click-throughs
Night Noodle Markets delivering 221,237 page views, 26,249 impressions and 37 click-throughs.
Foodie News Brown Brothers were featured in one Foodie News during the month and, additionally, appeared in the major partner logo string in each Foodie News.
It’s the dinner of the year 17th October ‘New Moscato & Sauvignon Blanc – try it FREE’ story delivered 143 click-throughs
Social Media
2 x integrated posts across Twitter and Instagram
85 Fairfax Events I Good Food Month October 2013
86 Fairfax Events I Good Food Month October 2013
Coopers Brewery This was Coopers’ sixth year as official beer, major partner of Good Food Month and presenting partner of Good Pub Grub.
Website As a major partner the Coopers logo and hotlink to Coopers website www.coopers.com.au appeared on the partners page at http://sydney.goodfoodmonth.com/ Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website. Coopers’ web-tile advertising appeared on the Good Food Month home page for one week during the event campaign. The Coopers webtile advertising was featured across;
Hero tile of Good Pub Grub delivering 7615 page views, 3808 impressions and 6 click-throughs
Good Pub Grub delivering 7,796 page views and impressions and 11 click-throughs.
Let’s Do Lunch delivering 80,500 page views, 26,834 impressions and 38 click-throughs.
Night Noodle Markets delivering 221,237 page views, 26,249 impressions and 37 clickthroughs.
Foodie News Coopers were featured in one Foodie News during the month and, additionally, appeared in the major partner logo string in each Foodie News.
Last chance to hear René Redzepi 24th October 2013 ‘Win a Coopers VIP experience’ story delivered 107 click-throughs
Social Media
4 x integrated posts across Twitter 3 x integrated posts across Facebook 1 x integrated post across Instagram
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88 Fairfax Events I Good Food Month October 2013
Coopers Brewery Additional Advertising
1 x quarter page strip in The Sydney Morning Herald EGN
2 x quarter page strips in Good Food
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Fairfax Events I Good Food Month October 2013
Rekorderlig Cider This was Rekorderlig’s second year as major partner and official Good Food Month cider, as well as presenting partner of our Pop-Ups & Parties events. Rekorderlig activated their partnership across the Growers’ Market, Night Noodle Markets and through bespoke events included in Pop-Ups & Parties.
Website As a major partner the Rekorderlig logo and hotlink to Rekorderlig website www.facebook.com/Rekorderlig.Cider appeared on the partners page at http://sydney.goodfoodmonth.com/ Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website. Rekorderlig web-tile advertising appeared on the Good Food Month home page for one week during the event campaign. The Rekorderlig webtile advertising was featured across;
Foodie News: 17th October It’s the dinner of the year
Night Noodle Markets delivering 221,237 page views, 26,249 impressions and 37 click-throughs.
Pop-Ups & Parties delivering 10,516 page views and impressions and 15 click-throughs.
Foodie News Rekorderlig were featured in two Foodie News during the month and, additionally, appeared in the major partner logo string in each Foodie News.
Foodie News: 30th September , Good Food Month kicks off tomorrow
Good Food Month kicks off tomorrow 30th September ‘Inspired by the flavours of Rekordelirg’ story delivered 276 click-throughs
It’s the dinner of the year 17th October ‘A Swedish haven amongst the Night Noodle Markets’ story delivered 210 click-throughs.
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92 Fairfax Events I Good Food Month October 2013
Rekorderlig Cider Social Media
2 x integrated stories across Good Food Month Facebook
2 x integrated stories across Instagram
In posts across social media #Rekorderlig was well represented alongside #Goodfoodmonth and #nightnoodlemarkets
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Fairfax Events I Good Food Month October 2013
Tanqueray Gin This was Tanqueray’s first year as exclusive spirit and major partner of 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 and through event registrations in both Hats Off and Bar Hop categories.
Website As a major partner the Tanqueray logo and hotlink to Tanqueray’s website www.tanqueray.com/ appeared on the partners page at http://sydney.goodfoodmonth.com/. Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website. Foodie News: 17th October It’s the dinner of the year
Tanqueray’s web-tile advertising appeared on the Good Food Month home page for 1 week during the campaign. The Tanqueray web-tile advertising also featured across;
Night Noodle Markets delivering 221,237 page views, 26,249 impressions and 37 click-throughs.
Hats Off delivering 26,147 page views and impressions and 37 click-throughs.
Bar Hop delivering 6971 pages views and impressions and 10 click-throughs.
Foodie News Tanqueray were featured in one Foodie News with an integrated story and a story about Bar Hop during the month and, additionally, appeared in the major partner logo string in each Foodie News.
Foodie News: 17th October, It’s the dinner of the year
It’s the dinner of the year 17th October ‘The Tanqueray Taste-ology Series’ story delivered 175 click-throughs
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Tanqueray Gin Editorial integration
96 Fairfax Events I Good Food Month October 2013
Tanqueray Gin Social Media
5 x integrated stories across Good Food Month Facebook
4 x integrated stories across Twitter
7 x integrated stories across Instagram
97 Fairfax Events I Good Food Month October 2013
Fairfax Events I Good Food Month October 2013
Sanpellegrino Acqua Panna In the seventh year of this successful partnership, Sanpellegrino was a major partner and the official Good Food Month non-alcoholic beverage partner.
Website As a major partner the Acqua Panna logo and hotlink to Acqua Panna’s website www.acquapanna.com/int/en/default.aspx appeared on the partners page at http://sydney.goodfoodmonth.com/. Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website. The Acqua Panna / S.Pellegrino web-tile advertising appeared on the Good Food Month home page for 1 week during the event campaign delivering 311,162 page views, 103,721 impressions and 146 clickthroughs. This web-tile advertising also featured across;
Let’s Do Lunch delivering 80,500 page views, 26,834 impressions and 38 clickthroughs.
Night Noodle Markets delivering 221,237 page views, 26,249 impressions and 37 click-throughs.
Foodie News
Foodie News: 10th October Night Noodle Markets are Back
Acqua Panna were featured in one Foodie News with an integrated story during the month and, additionally, appeared in the major partner logo string in each Foodie News.
Night Noodle Markets are Back 10th October ‘Win the Ultimate Foodie Experience with Sanpellegrino, René and Peter’ story delivered 84 click-throughs.
Social Media
2 x integrated stories across Facebook 3 x integrated stories across Instagram
99 Fairfax Events I Good Food Month October 2013
100 Fairfax Events I Good Food Month October 2013
The Star The Star have been a partner of Good Food Month for many years in various capacities, in 2013 The Star came on board as an event partner to support key events such as Shoot the Chef and The Great Australian Dinner as well as registering several events across the Good Food Month program.
Website As an event partner The Star logo and hotlink to Star’s website http://http//www.star.com.au/whats-onsydney/Pages/Good-Food-Month.aspx appeared on the partners page at http://sydney.goodfoodmonth.com/. The Star web-tile advertising was included on the Shoot the Chef and René Redzepi pages. Additionally, it was included across the Good Food Month website for one week during the event campaign delivering 599,343 page views, 295,331 impressions and 415 click-throughs.
14,900 page views and 11,494 unique visitors to the Good Food Month mircosite on The Star’s website since page was launched on 25 August Sponsored GFM Facebook post seen 88K times delivering more than 1000 Likes and 37 Shares
Foodie News The Star were featured in one Foodie News during the month.
Foodie News: 3rd October Join the Growers' Market Party
Join the Growers' Market Party 3rd October Hats Off Dinner at Balla story delivered 135 click-throughs.
Social Media
5 x integrated stories featuring events at The Star across Good Food Month Facebook 2 x integrated stories across Twitter 2 x integrated stories across Instagram
101 Fairfax Events I Good Food Month October 2013
102 Fairfax Events I Good Food Month October 2013
SMEG This was SMEG’s second year as event partner across Good Food Month. SMEG supported two signature events with activation at The Sydney Morning Herald Growers’ Market15th Birthday Bash and Great Australian Dinner. Additionally Fairfax Photographic worked with SMEG to create a bespoke program event; The cook, the stylist and the photographer.
Website As an event partner the SMEG logo and hotlink to SMEG’s website http://www.SMEG.com.au/ appeared on the partners page at http://sydney.goodfoodmonth.com/. SMEG’s web-tile advertising was included on the René Redzepi, Omnivore and Growers' Market pages delivering 40,477 page views, 12,420 impressions and 19 click-throughs.
Foodie News SMEG were featured in three Foodie News with integrated stories during the month and, additionally, the SMEG logo appeared in the first Foodie News of Good Food Month. Foodie News: 30th September Good Food Month kicks off tomorrow
Foodie News: 31st October
Foodie News: 3rd October
Good Food Month kicks off tomorrow 30th September Growers'’ 15th Birthday Bash story delivered 414 click-throughs
Join the Growers' Market Party 3rd October The cook, the stylist, the photographer story delivered 100 click-throughs.
Portenó stars at the Growers'’ 31st October SMEG offers the ultimate cooking experience delivered 12 click-throughs.
Social Media
2 x integrated stories across Good Food Month Facebook 1 x integrated stories across Twitter 1 x integrated stories across Instagram
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SMEG
104 Fairfax Events I Good Food Month October 2013
The Morrison 2013 was The Morrisons’ second year as event partner across Good Food Month. The Morrison managed the operations of all bars at the Night noodle Markets plus was the official licensee of the venue (further details included on page 41).
Website As an event partner the Morrison logo and hotlink to The Morrison’s website http://themorrison.com.au/ appeared on the partners page at http://sydney.goodfoodmonth.com/. The Morrison’s web-tile advertising was included on the Night Noodle Markets page delivering 221,237 page views, 26,249 impressions and 20 click-throughs.
Social Media
2 integrated posts across Facebook 1 x integrated post on Twitter
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Fairfax Events I Good Food Month October 2013
Barilla This was Barilla’s second year as event partner across Good Food Month and presenting partner of Sunday Family Lunch registering several across this category and others within the program.
Website As an event partner the Barilla logo and hotlink to Barilla’s website www.barilla.com appeared on the partners page at http://sydney.goodfoodmonth.com/. Barilla’s web-tile advertising was included on the following pages across the campaign; Sunday Family Lunch, Kids in the Kitchen and Instant Expert pages. Additionally, it was included across all Good Food Month pages for 1 week during October. This web-tile advertising delivered for Barilla 614,207 page views, 309,404 impressions and 436 click-throughs.
Foodie News Barilla were featured in one Foodie News during the month. Foodie News: 10th October Night Noodle Markets is back
Night Noodle Markets is back 10th October ‘Passionate about cooking Italian Food’ story delivered 117 click-throughs.
Social Media
2 x integrated stories across Facebook.
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Fairfax Events I Good Food Month October 2013
Harvey Norman 2013 Good Food Month was the first year of the partnership with Harvey Norman. Harvey Norman came on board as event partner for 15th Birthday Bash at The Sydney Morning Herald Growers' Markets 15th Birthday Celebration.
Website As an event partner, the Harvey Norman logo and hotlink to Harvey Norman’s website http://www.harveynorman.com.au/ appeared on the partners page at http://sydney.goodfoodmonth.com/. The Harvey Norman web-tile advertising was included on the Growers'’ Market page, the instant expert page and across all Good Food Month pages for a week in October delivering 281,284 page views, 135,814 impressions and 191 click-throughs.
Foodie News
Foodie News: 30th September Good Food Month kicks off tomorrow Foodie News: 10th October Night Noodle Markets is back
Harvey Norman were featured in two Foodie News with an integrated story and inclusion of the logo in the first Foodie News.
Good Food Month kicks off tomorrow 30th September Growers'’ 15th Birthday Bash story delivered 414 click-throughs.
Night Noodle Markets is back 10th October Fancy becoming a home barista delivered 42 click-throughs.
Social Media
2 x integrated stories across Facebook 1 x integrated story across Twitter 1 x integrated story across Instagram
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Fairfax Events I Good Food Month October 2013
Team Thailand In 2013 Centara Hotels, The Tourism Authority of Thailand and Thai Trade Centre joined forces to become ‘Team Thailand’ and were an event partner across Good Food Month with a popular activation as part of the Night Noodle Markets.
Website As event partners each organisation’s logos and hotlinks to their websites www.thaitrade.com/product_list_detail/food _and_beverage, www.facebook.com/HugThailand and www.centarahotelsresorts.com/ appeared on the partners page at http://sydney.goodfoodmonth.com/. Foodie News: 24th October Last chance to hear René Redzepi
Team Thailand’s web-tile advertising was included on the Night Noodle Markets page throughout the month and also across all Good Food Month pages for one week in October delivering 473,550 page views, 152,406 impressions and 214 click-throughs.
Foodie News Team Thailand were featured in one Foodie News with an integrated story during the month.
Last chance to hear René Redzepi 24th October ‘Taste the four corners of Thailand’ story delivered 232 click-throughs.
Social Media
3 x integrated posts across Facebook 3 x integrated posts across Twitter 1 x integrated post on Instagram
111 Fairfax Events I Good Food Month October 2013
Stockland In 2013 Stockland became an event partner across Good Food Month in support of their international Food Month at their Merrylands centre.
Website As an event partner, the Stockland logo and hotlink to Stockland’s website http://www.stockland.com.au/ appeared on the partners page at http://sydney.goodfoodmonth.com/. Stockland’s web-tile advertising was included on the Talk and Taste and Community and other Outdoor Festivals pages delivering 8240 page views, 6611 impressions and 10 click-throughs.
Social Media
1 x integrated post on Facebook 1 x integrated post on Twitter
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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, the Cathay Pacific logo and hotlink to Cathay Pacific’s website http://www.cathaypacific.com/ appeared on the partners page at http://sydney.goodfoodmonth.com/.
Foodie News Cathay Pacific featured in one Foodie News with an integrated story.
Porteno stars at the Growers' 31st October Your ticket to the best cuisines across he globe story delivered 8 click-throughs.
Foodie News: 31st October, Portenó stars at the Growers'
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Fairfax Events I Good Food Month October 2013
City of Sydney City of Sydney are the government partner for Good Food Month and have been a long time supporter of the festival. The City of Sydney provided the site for the Night Noodle Markets in Hyde Park.
Website As the government partner the City of Sydney logo and hotlink to City of Sydney’s website http://www.cityofsydney.nsw.gov.au/ appeared on the partners page at http://sydney.goodfoodmonth.com/. The City of Sydney web-tile advertising was included on the Art & Food and Community & other Outdoor Festivals pages delivering 5239 page views, 3610 impressions and 9 click-throughs.
Social Media 
2 x integrated stories across Facebook
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Fairfax Events I Good Food Month October 2013
South Australia Tourism In their first year as a partner of Good Food Month South Australia Tourism were acknowledged as a supply partner and produced two events which were included in the Good Food Month program.
Website As the supply partner South Australia Tourism’s logo and hotlink to http://www.southaustralia.com appeared on the partners page at http://sydney.goodfoodmonth.com/.
Foodie News South Australia Tourism was featured in one Foodie News with an integrated story.
It’s the dinner of the year 17th October Barossa comes to The Argyle story delivered 85 click-throughs
Social Media
2 x integrated stories on Facebook 1 x integrated story on Twitter
Foodie News: 17th October It’s the dinner of the year
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South Australia Tourism
118 Fairfax Events I Good Food Month October 2013
Supply Partners All supply partners were acknowledged on the partners page of the Good Food Month website delivering 2433 page views.
119 Fairfax Events I Good Food Month October 2013
Fairfax Events I Good Food Month October 2013
Oz Harvest OzHarvest have been the official charity partner of Good Food Month for six years. 2013 saw Ozharvest's presence grow with activations at the Night Noodle Markets and Growers' Market, partnerships with events such as the Early Bird Pop-Up Breakfast at Sydney Markets as well as the launch of the Foodie Friends of OzHarvest program. The OzHarvest Hunger Buster Food Trucks took to the streets for the first time. The Ozharvest Night Noodle Markets activation, whereby attendees made a gold coin donation in exchange for a fortune cookie, raised an incredible $13,000 allowing OzHarvest to deliver 26,000 additional meals to Australians in need. Ozharvest volunteers also collected an amazing 533 kg of surplus food from the Night Noodle Markets equating to 1,601 delicious and perfectly good meals being delivered directly to local charities, feeding people who normally go without meals.
“It was so well organised and the food was fantastic. It really was an enjoyable evening and I’m so glad that the donation was going to OzHarvest.” Repucom Research Survey 2013
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Fairfax Events I Good Food Month October 2013
09
Hospitality & Functions Partners were acknowledged at Fairfax managed functions and special VIP events via event signage in the form of 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 Sponsor Preview Dinner, Black Good Food Month Launch Party, Guillaume at Bennelong Shoot the Chef Exhibition Launch, The Star Night Noodle Markets Opening Night Party, Citi VIP The Great Australian Dinner with René Redzepi, The Star Daniel Patterson at Momofuku Alex Atala Party Good Food Month Sponsor Thank You Dinner, Sokyo
Additionally Good Food Month partners are treated to an array of special event invitations across the month:
Hats Off Dinners Let’s Do Lunchs Omnivore Masterclasses Omnivore Pop Up Dinner Omnivorius Party René Redzepi: A Work in Progress
123 Fairfax Events I Good Food Month October 2013
Good Food Month delivered a marketing & advertising value of $5,544,000 plus PR & editorial value of $4,290,791 million
Fairfax Events I Good Food Month October 2013
10
Marketing Strategy Marketing objectives
Drive awareness and engagement of re-brand to original name: The Sydney Morning Herald Good Food Month and position as leading food brand Engage consumers and drive participation, ticket sales (local and national audiences) Continue to leverage The Sydney Morning Herald’s authority of food and lifestyle in Sydney Communicate the full Festival offering (Feature events and restaurant/industry events) Grow positive engagement on social media channels Drive traffic to goodfoodmonth.com Generate widespread, positive media coverage
Communication strategy Good Food Month was launched in June by The Sydney Morning Herald as a celebration of Sydney's amazing food scene - from its high-end, fine-dining restaurants and world-class chefs to the extraordinary culinary diversity of local eateries and urban communities. The aim of Good Food Month is to showcase every aspect of Sydney’s food as well as the city's superb locations, both natural and iconic. Regional NSW is also on show throughout the month - with fresh produce, farmers' markets and special regional dinners. With a focus on education, artisan techniques and the issues surrounding food production today including food ethics, sustainability, home cooking and growing - we send the message that good food is available to everyone, whether in a restaurant dining room, home kitchen or suburban backyard. Key events include: The Great Australian Dinner featuring international chef – René Redzepi and a stable of star local chefs The Night Noodle Markets - Asian hawker food under the lights and trees of Hyde Park Special dinners (Hats Off), lunches, cocktails and indulgences at the city's best restaurants, bars and hotels. The Sydney Morning Herald Growers’ Market 15th Birthday Bash Cooking classes, tours, educational events around cheese, olive oil, smallgoods and more City and state-wide festivals and street celebrations
125 Fairfax Events I Good Food Month October 2013
We are more than just a festival, we are part of the fabric of Sydney. We offer extraordinary food experiences and inspiration every day in October, with more than 500 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
Fairfax Events I Good Food Month October 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 GFM model in new markets and leverage the Good Food (editorial supplements, Good Food Guide, Good Pub Guide, Good CafÊ Guide plus goodfood.com.au) brand through the Festival. Good Food Month’s presenting partner is Citi, a relationship which dates back to 2009.
127 Fairfax Events I Good Food Month October 2013
Logo A new logo was designed for the rebrand of Crave to The Sydney Morning Herald Good Food Month 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 vertical.
A national logo was also developed in preparation for the long term Good Food Month expansion strategy.
128 Fairfax Events I Good Food Month October 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.
129 Fairfax Events I Good Food Month October 2013
Fairfax Events I Good Food Month October 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 18-29yrs progressive and active people looking for inspirational food experiences that stimulate their desire to socialise and share a meal.
Positioning statement A month-long celebration for everyone who enjoys good food.
What differentiates us Our market leading knowledge and authority. We bring to life the city’s most trusted information sources on eating and drinking in a way that engages and connects the community like no other festival.
Brand essence A month-long celebration to explore and share good food.
Primary
Secondary
Tertiary
CORE Age: 30 – 55 yrs
Age: 18 -29 yrs
Skew: Female, married or defacto, DINKS
Skew: Female
Geography: Metro and suburbs
Geography: Metro and suburbs Income: ABC+
Age: 35 – 55 years Skew: Female Geography: Regional Income: ABC+
Income: ABC
131 Fairfax Events I Good Food Month October 2013
Marketing Implementation Stage One June Soft launch Teaser creative Program pointer Festival highlights
Stage Two July to September Campaign launch GFM program in-paper Ticket sales: Growers’ 15th Birthday, René Redzepi and the Great Australian Dinner
Stage Three October Campaign maintenance Alex Atala special event Daniel Patterson special event
132 Fairfax Events I Good Food Month October 2013
Communication Plan JULY w/c Monday
KEY DATES
1
8
15
AUGUST 22
29
5
12
19
SEPTEMBER 26
2
9
16
23
OCTOBER 30
7
14
21
28
Event launch (July 9) Campaign launch (July 10) Program teaser (Aug 10) Program (Aug 27)
Spectrum wrap (Aug 31) Good Food insert (Sept 24) Launch party (Sept 26) PRESS
SMH SHD TSM Good Food Sunday Life Good Weekend AFR BRW
ONLINE
Foodie News Social Media (FB and Twitter) smh.com.au (mkt tiles): Homepage, major marketing tile smh.com.au: Lifestyle pages, editorial banner (puff) goodfood.com.au Cuisine.co.nz
RADIO
2UE Nova SmoothFM
TV
Channel 7
OTHER
Street flags
Posters Collateral - decals, postcards, restaurant info
. Fairfax Events I Good Food Month October 2013
Fairfax Events I Good Food Month October 2013
Marketing Implementation PRESS:
The Sydney Morning Herald The Sun-Herald Good Food Epicure (VIC) The Age (VIC) Sunday Life (VIC, NSW, ACT) Australian Financial Review Cuisine (NZ)
ONLINE:
Cuisine.co.nz (NZ) Herald Subscribers/Benefits eDMs goodfood.com.au Foodie News (9 x weekly eDM's) Social Media (Facebook, Instagram and Twitter) smh.com.au (mkt tiles): Homepage, RHS & Spotlight Brisbanetimes.com.au
Sydney Morning Herald Full Page Advertisement
Canberratimes.com.au Good Food Month downloadable program
WRAPS/INSERTS:
Good Food Month Program
RADIO:
2UE DMG RADIO
TV:
Network 7
Good Food Month Hero Website Advertising
Good Food Month Hero Website Advertising
135 Fairfax Events I Good Food Month October 2013
Creative Execution A new creative direction was undertaken in 2013 to revitalise the Festival rebrand. The creative concept was developed by Fairfax Media’s creative agency, Whybins TBWA and involves three very distinct visual treatments, including: a salad, a dessert and a noodle execution - which can easily be incorporated and adapted consistently across all mediums, including website, press and signage etc. The focal point of each execution was deliberately chosen as a clever interpretation to communicate the key category offerings of the Good Food Month Festival: ■ ■ ■
The salad execution is representative of the ‘Let’s Do Lunch’ and fine dining categories The dessert creative was used to communicate the sweet categories, such as ‘Let’s Do Dessert’ The noodle dish was used to promote the instantly recognisable and iconic Night Noodle Markets
This visual concept conveys the theme of “celebration” by showcasing striking visuals in eye-catching colours; giving a modern, real and contemporary feel with broad appeal.
TOTAL ADVERTISING VALUE: Press: GFM Program
$1,739,000 $474,500
Online:
$2,600,000
Radio:
$300,000
TV:
$250,000
Outdoor
$140,000
Collateral
$40,500
Total:
$5,544,000
Advertising in 2012 was $4,866,148 and in 2013 it had risen to $5,544,000 – representing an increase of over $650,000. This is largely due to the substantial increase in online exposure.
136 Fairfax Events I Good Food Month October 2013
Creative Execution
Sydney Morning Herald Full Page Advertisement
Sydney Morning Herald Full Page Advertisement
Sydney Morning Herald Full Page Advertisement
137 Fairfax Events I Good Food Month October 2013
Press Editorial integration of Good Food Month lock-up logo
138 Fairfax Events I Good Food Month October 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 (QLD, ACT and VIC). Generic program pointers for Good Food Month started running across the national mastheads in June with the key message – “Your guide to Australia’s largest Festival”.
Sydney Morning Herald Half Page Advertisement
Good Food Month Partnership
From July until October 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” etc., each of the press ads made reference to specific events: Event specific ads*: ■ Let’s Do Lunch? ■ René Redzepi – Great Australian Dinner ■ Breakfast Club ■ Let’s Do Dessert? ■ Pop-Ups & Parties ■ Night Noodle Markets ■ Daniel Patterson ■ Alex Atala ■ Bar Hop ■ Good Pub Grub ■ Sunday Family Lunch ■ Surprise Saturday Lunch ■ Good Dinners Under 30 ■ Growers'’ 15th Birthday Bash * Examples of each in appendix
Sydney Morning Herald Corner Block
Sydney Morning Herald Full Page Advertisment
Generic ads: ■ ■ ■
Join the feast Festival highlights Program pointer
139 Fairfax Events I Good Food Month October 2013
Press Official program A 48 page Good Food Month program was distributed with The Sydney Morning Herald on Saturday, August 27, 2013. This enabled us to distribute approximately 350,000 copies. The program launch was also supported with a major burst of radio, press and online marketing. An additional 40,000 copies were distributed via event holders and at key Good Food Month and The Sydney Morning Herald events through September and October.
140 Fairfax Events I Good Food Month October 2013
Press Schedule Appearance Date
Section
Size
29-July-2013
The Guide
Full page
Campaign
Execution
02-August-2013
Shortlist
1/4 page strip
GFM Bar Hop
Sydney
$
7,646.32
04-August-2013
Unwind
1/4 page strip
GFM Bar Hop
Sydney
$
11,585.12
Sydney
$ $
30,585.28
05-August-2013
The Guide
1/4 page strip
GFM Bar Hop
Sydney
$
7,646.32
06-August-2013
Good Food
T2Pan (92x550mm)
Good Food Month
Bar Hop
$
33,643.81
08-August-2013
Pulse
1/4 page strip
Shoot the Chef
Sydney
$
7,646.32
09-August-2013
Shortlist
1/4 page strip
Shoot the Chef
Sydney
$
7,646.32
10-August-2013
Traveller
1/4 page strip
Shoot the Chef
Sydney
$
9,615.60
11-August-2013
Unwind
T84
Shoot the chef
Sydney
$
23,527.04
12-August-2013
The Guide
1/4 page strip
Shoot the Chef
Sydney
$
7,646.32
14-August-2013
Digital Edition
Full page
Shoot the Chef
Sydney
$
13,345.75
15-August-2013
Digital Edition
Full page
Shoot the Chef
Sydney
$
13,345.75
16-August-2013
Shortlist
1/4 page strip
Shoot the Chef
Sydney
$
7,646.32
16-August-2013
Digital Edition
Full page
Shoot the Chef
Sydney
$
13,345.75
17-August-2013
Traveller
1/4 page strip
Shoot the Chef
Sydney
$
9,615.60
19-August-2013
The Guide
1/4 page strip
Shoot the Chef
Sydney
$
7,646.32
19-August-2013
Digital Edition
Full page
Shoot the Chef
Sydney
$
13,345.75
20-August-2013
Digital Edition
Full page
Shoot the Chef
Sydney
$
13,345.75
21-August-2013
Digital Edition
Full page
Shoot the Chef
Sydney
$
13,345.75
22-August-2013
Digital Edition
Full page
Shoot the Chef
Sydney
$
13,345.75
23-August-2013
Shortlist
1/4 page strip
Shoot the Chef
Sydney
$
7,646.32
23-August-2013
Digital Edition
Full page
Shoot the Chef
Sydney
$
13,345.75
24-August-2013
Spectrum - Display
Postcard
Good Food Month pointer
Sydney
$
3,823.16
24-August-2013
Traveller
Large Strip
Good Food Month pointer
Sydney
$
11,469.48
24-August-2013
Spectrum- Display
1/4 page strip
Shoot the Chef
Sydney
$
7,646.32
25-August-2013
Unwind
1/4 page strip
Shoot the Chef
Sydney
$
11,585.12
26-August-2013
The Guide
Full page
Shoot the Chef
Sydney
$
30,585.28
26-August-2013
Digital Edition
Full page
Good Food Month
National
$
13,345.75
26-August-2013
The Guide
1/4 page strip
Good Food Month program
Program
$
7,646.32
27-August-2013
Good Food
1/4 page strip
Good Food Month program
Program
$
7,646.32
27-August-2013
Digital Edition
Full page
Good Food Month
National
$
13,345.75
27-August-2013
Good Food
Full page OBC
Good Food Month
National
$
33,643.81
28-August-2013
Digital Edition
Full page
Good Food Month
National
$
13,345.75
141 Fairfax Events I Good Food Month October 2013
Press Schedule Appearance Date
Section
Size
Campaign
Execution
29-August-2013
EGN
1/2 page H
Good Food Month
National
$
$ 35,376.00
29-August-2013
Digital Edition
Full page
Good Food Month
National
$
13,345.75
30-August-2013
Digital Edition
Full page
Good Food Month
National
$
13,345.75
30-August-2013
Shortlist
T44
Good Food Month
Program
$
11,763.52
31-August-2013
Spectrum
1/4 page strip
Good Food Month
Program
$
7,646.32
01-September-2013
Unwind
1/4 page strip
Good Food Month
René
$
7,646.32
01-September-2013
Unwind Entertainment
Full page
Good Food Month
National
$
33,643.81
02-September-2013
The Guide
1/4 page strip
Good Food Month
René
$
7,646.32
02-September-2013
The Guide
1/4 page strip
Good Food Month
Highlights
$
7,646.32
02-September-2013
The Guide
1/4 page strip
Good Food Month
National
$
7,646.32
03-September-2013
Digital Edition
Full page
Good Food Month
Program
$
13,345.75
05-September-2013
Digital Edition
Full page
Good Food Month
Program
$
13,345.75
06-September-2013
Digital Edition
Full page
Good Food Month
National
$
13,345.75
$
7,646.32
Highlights
06-September-2013
Shortlist
1/4 page strip
Good Food Month
08-September-2013
Sunday Traveller
Full page
Good Food Month
National
$
50,974.53
09-September-2013
Digital Edition
Full page
Good Food Month
Highlights
$
13,345.75
10-September-2013
Digital Edition
Full page
Good Food Month
Highlights
$
13,345.75
10-September-2013
Good Food
Corner Block
Good Food Month
Program
$
5,734.74
10-September-2013
Good Food
1/4 page strip
Good Food Month
René
$
7,646.32
11-September-2013
Digital Edition
Full page
Good Food Month
Highlights
$
13,345.75
12-September-2013
Digital Edition
Full page
Good Food Month
Highlights
$
13,345.75
13-September-2013
EGN
1/4 page strip
Program
$
17,688.00
13-September-2013
Digital Edition
Full page
Good Food Month
Highlights
$
13,345.75
14-September-2013
Traveller
1/4 page strip
Good Food Month National
Program
$
7,646.32
14-September-2013
Home Ownership Feature
T22
Good Food month
René
$
3,823.15
15-September-2013
Unwind
1/4 page strip
Good Food Month
René
$
11,585.12
The Guide
1/4 page strip
Shoot the Chef - People's choice awards
Voting closes
$
7,646.32
17-September-2013
Good Food
1/4 page strip
Good Food Month
René
$
7,646.32
17-September-2013
Digital Edition
Full page
Good Food Month
Highlights
$
13,345.75
18-September-2013
Business
1/4 page strip
Good Food Month
Program
$
7,646.32
18-September-2013
Digital Edition
Full page
Good Food Month
Highlights
$
13,345.75
19-September-2013
Digital Edition
Full page
Good Food Month
Highlights
$
13,345.75
16-September-2013
Good Food Month
142 Fairfax Events I Good Food Month October 2013
Press Schedule Appearance Date
Section
Size
Campaign
Execution
20-September-2013
Shortlist - Classified
T32
Good Food Month
Program
$
$ 4,411.32
20-September-2013
EGN
1/4 page strip
Good Food Month
Omnivore
$
17,688.00
20-September-2013
Digital Edition
Full page
Good Food Month
Highlights
$
13,345.75
21-September-2013
News Review
1/4 page strip
Shoot the chef
And the winner is
$
7,646.32
21-September-2013
Traveller
Large Strip
Good Food Month
Let’s Do Lunch
$
14,423.40
23-September-2013
Business
1/4 page strip
Digital Subscriptions
Last Chance
$
7,646.32
23-September-2013
The Guide
1/4 page strip
Good Food Month
Let’s Do Lunch
$
7,646.32
23-September-2013
The Guide
1/4 page strip
Shoot the chef
And the winner is tomorrow
$
7,646.32
24-September-2013
Good Food
1/4 page strip
Good Food Month
Growers''
$
7,646.32
25-September-2013
EGN
1/4 page strip
Shoot the chef
Voting closes tomorrow
$
17,688.00
28-September-2013
Traveller
1/4 page strip
Good Food Month
Let’s Do Lunch - est., Catalina, Balla and Berowra Waters Inn
$
9,615.60
29-September-2013
EGN
1/4 page strip
Good Food Month
Let’s Do Lunch
$
11,585.12
29-September-2013
Sunday Traveller
1/4 page strip
Good Food Month
Growers'
$
11,585.12
29-September-2013
Full Page
TV Guide
Good Food Month
Highlights
$
33,643.81
30-September-2013
The Guide
1/4 page strip
Good Food Month
Growers'
$
7,646.32
05-October-2013
Traveller
1/4 page strip
Good Food MONTH dinner
René dinner
$
9,615.60
06-October-2013
Unwind
1/4 page strip
Good Food Month
René dinner
$
11,585.12
07-October-2013
The Guide
1/4 page strip
Good Food Month
René dinner
$
7,646.32
08-October-2013
EGN
Half Page H
Good Food Month
$
15,292.64
12-October-2013
Traveller
1/4 page strip
Good Food Month
Noodles
$
9,615.60
13-October-2013
TV Guide
1/4 page strip
Good Food Month
René Great Australian Dinner
$
11,585.12
13-October-2013
TV Guide
1/4 page strip
Good Food Month
Noodles
$
11,585.12
13-October-2013
Sunday Traveller
1/4 page strip
Good Food Month
Breakfast Club
$
11,585.12
13-October-2013
Unwind - Feature
1/2 Page H
Good Food Month
René Great Australian Dinner
$
23,170.24
14-October-2013
The Guide
1/2 page H
Good Food Month
René Great Australian Dinner
$
15,292.64
15-October-2013
Digital Edition
Full page
Good Food Month
Highlights
$
13,345.75
15-October-2013
Good Food
1/4 page strip
Good Food Month
René Great Australian Dinner
$
7,646.32
15-October-2013
Good Food
Full Page
Good Food Month
Highlights
$
30,585.28
16-October-2013
Digital Edition
Full page
Good Food Month
Highlights
$
13,345.75
17-October-2013
Digital Edition
Full page
Good Food Month
Highlights
$
13,345.75
18-October-2013
Digital Edition
Full page
Good Food Month
Good Food Month
$
13,345.75
18-October-2013
Feature
1/4 page strip
Good Food Month
Good Food Month
$
19,456.80
Good Food Month
143 Fairfax Events I Good Food Month October 2013
Press Schedule Appearance Date
Section
Size
Campaign
Execution
$
19-October-2013
EGN
Large Strip
Good Food Month
René Great Australian Dinner
$
32,177.20
19-October-2013
Traveller
1/4 page strip
Good Food Month
René Great Australian Dinner
$
9,615.60
20-October-2013
EGN
1/4 page strip
Good Food Month
René Great Australian Dinner
$
11,585.12
20-October-2013
TV Guide
1/4 page strip
Good Food Month
Shoot the Chef exhibition
$
11,585.12
21-October-2013
Digital Edition
Full page
Good Food Month
Highlights
$
13,345.75
21-October-2013
The Guide
1/2 page H
Good Food Month
Great Australian Dinner
$
15,292.64
21-October-2013
The Guide
Full Page
Good Food Month
Shoot the Chef exhibition
$
30,585.28
22-October-2013
Good Food
Full page
Good Food Month
Highlights
$
30,585.28
22-October-2013
Digital Edition
Full page
Citi Bank
Citi Bank
$
13,345.75
23-October-2013
Digital Edition
Full page
Citi Bank
Citi Bank
$
13,345.75
25-October-2013
Digital Edition
Full page
Citi Bank
Citi Bank
$
13,345.75
25-October-2013
Shortlist Feat - Classifieds
T11
Citibank
Citi Bank
$
735.22
26-October-2013
Spectrum - Classifieds
T23
Good Food Month
Shoot the Chef
$
4,411.32
$
27-October-2013
Unwind - Classifieds
T11
Citi Bank
Citi Bank
28-October-2013
Digital Edition
Full page
Citi Bank
Citi Bank
$
13,345.75
29-October-2013
Digital Edition
Full page
Citi Bank
Citi Bank
$
13,345.75
29-October-2013
Good Food
Full page
Good Food Month
Growers' Markets
$
30,585.28
29-October-2013
Good Food - Classifieds
T11
Citi Bank
Citi Bank
30-October-2013
Digital Edition
Full page
Citi Bank
Citi Bank
735.22
$
735.22
$
13,345.75
30-October-2013
EGN
T11
Citi Bank
Citi Bank
31-October-2013
Digital Edition
Full page
Citi Bank
Citi Bank
$
13,345.75
02-November-2013
Spectrum - Classifieds
T44
Daniel Patterson
Good Food Month
$
11,763.52
03-November-2013
Sunday Traveller
1/4 page strip
Daniel Patterson
Good Food Month
$
11,585.12
04-November-2013
The Guide
1/2 page H
Daniel Patterson
Good Food Month
$
15,292.64
05-November-2013
EGN
1/4 page strip
Daniel Patterson
Good Food Month
$
17,688.00
05-November-2013
Good Food
Full page
Daniel Patterson
Good Food Month
$
30,585.28
06-November-2013
Business
1/4 page strip
Daniel Patterson
Good Food Month
$
7,646.32
08-November-2013
Shortlist - Classifieds
T44
Daniel Patterson
Good Food Month
$
11,763.52
10-November-2013
Sunday Traveller
1/4 page strip
Daniel Patterson
Good Food Month
$
11,585.12
11-November-2013
EGN
1/4 page strip
Daniel Patterson
Good Food Month
$
17,688.00
11-November-2013
The Guide
1/4 page strip
Daniel Patterson
Good Food Month
$
7,646.32
16-November-2013
News Review
1/4 page strip
Alex Atala
Good Food Month
$
9,615.60
18-November-2013
Digital Edition
Full page
Alex Atala
Good Food Month
$
13,345.75
Total:
$
1,739,029.08
$
735.22
144 Fairfax Events I Good Food Month October 2013
Marketing Creative
Sydney Morning Herald Full Page Advertisement
Sydney Morning Herald Quarter Page Advertisement
Sydney Morning Herald Full Page Advertisement
Sydney Morning Herald Quarter Page Advertisement
Sydney Morning Herald Half Page Advertisement
145 Fairfax Events I Good Food Month October 2013
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 (inaccessible to advertisers – reaching high amount of eyeballs) Spotlight tiles iPad placements Mobile banners Web-tile advertising Sidebar tiles Carousel mentions
The Sydney Morning Herald Homepage Hero – Alex Atala
Event
Site
Placement
Start Date
End Date
Impressions
GFM - Noodles
SMH Tablet
Trec
11/10/2013
26/10/2013
130,000
GFM - Noodles
SMH Tablet
Tbaord
11/10/2013
26/10/2013
218,000
GFM - Let's Do Lunch
SMH Tablet
Trec
11/10/2013
31/10/2013
130,000
GFM - Let's Do Lunch
SMH Tablet
Tbaord
11/10/2013
31/10/2013
218,000
GFM - René Redzepi
SMH Tablet
Trec
20/10/2013
26/10/2013
100,000
GFM - René Redzepi
SMH
HP Hero
24/10/2013
27/10/2013
GFM - René Redzepi
SMH Mobile
Banner
23/10/2013
26/10/2013
GFM - Alex Atala
SMH
HP Hero
13/11/2013
17/11/2013
250,000
GFM - Alex Atala
SMH Tablet
Tbaord
22/11/2013
25/11/2013
130,000
GFM - Alex Atala
SMH Tablet
Trec
22/11/2013
25/11/2013
218,000
GFM - Alex Atala
SMH Mobile
Banner
22/11/2013
25/11/2013
250,000
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Online Marketing
Sydney Morning Herald Home Page Hero Advertisement
Sydney Morning Herald IPad Advertisement
Sydney Morning Herald Mobile Advertisement Sydney Morning Herald Mobile Advertisement
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Fairfax Events I Good Food Month October 2013
Broadcast Partnership Television A media partnership was secured with Network 7. Through the partnership, Good Food Month received significant TVC exposure.
Network 7: Network 7 and Fairfax have worked together for three years. The partnership saw Channel 7 expand their successful area at the Night Noodle Markets and incorporate their popular Listening Posts to engage the crowds.
TVC exposure: Eastern Seaboard coverage, October 1- 31, ■ ■
200 x 30sec TVC spots 2 x TVC’s promoting: Good Food Month
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Radio Partnerships Radio Media partnerships were once again secured with DMG and 2UE radio to promote the Festival in the lead-up to October and throughout the festival month. 2UE ■ ■ ■ ■ ■
Activity from Sept - October 200 x 30 sec promo pointers Live reads Pre-recorded messaging was updated weekly with key Festival messages Competition: to promote Surprise Saturday Lunch at participating restaurant – Efendy in Balmain.
Nova
■ ■
SmoothFM ■ ■ ■ ■ ■
Activity from September - October 75 x 30 sec CSAs
Activity from September – October 150 x 30 sec CSAs 75 x live reads promoting their area at the Night Noodle Markets Smoothfm Picnic Garden branded activation at Night Noodle Markets
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Collateral Signage and Collateral The following pieces of collateral were produced to promote the Festival: Restaurant Collateral Distributed to participating food businesses and restaurants Postcards Window decals Night Noodle Markets Entry signage Bar signage Maps Noodle perimeter signage Foyer Board
Decals
General Pull up banners with sponsor logos Wing banners Media boards GFM branded bags Staff T-shirts Foyer board Great Australian Dinner collateral Recipe book and program for Great Australian Dinner – A5 format, full colour.
Outdoor - Street flags
Postcards
An abundance of Good Food Month branded street flags were displayed throughout the Sydney CBD for the month of October in high traffic areas. The designs showcased the salad, dessert and noodle executions - along with the event logo and major sponsors.
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Fairfax Events I Good Food Month October 2013
Street Flags Good Food Month Street Flags in the following locations in Sydney:
Martin Place and Macquarie Street South 26 displayed
George Street (Martin Place to Park) 56 displayed
Hyde Park North 134 displayed
Start: Monday October 30th
Finish: Sunday 27th October
Street Flags - Hyde Park North
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Signage Good Food Month Sign This was displayed at the Official Event Launch, Growers' Market, The Great Australian Dinner and at the Night Noodle Markets.
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, VIP events and dinners, The Great Australian Dinner and A work in progress at The Sydney Opera House.
Crowd Control Barriers Event corflute signs were created to hang on crowd control barriers across the event site. These signs were used at The Growers’ Market 15th Birthday Bash and 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, VIP events and dinners, The Great Australian Dinner and A Work in Progress at Sydney Opera House.
External Scrim Signage These signage pieces were used across all fence pieces facing out to the street around Hyde Park. 20 x pieces of event scrim 3 x pieces of Citi scrim
Stall and Bar Holder Signage Media Backdrop
External Scrim Signage
44 stall holder signs 6 bar signs 6 logo signs
External Scrim Signage
Stall Holder Signage
Bar Signage
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Signage
Branded Air Stars
Directional Tower Signage
Wing Banner Signage
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Fairfax Events I Good Food Month October 2013
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 5/11/2013)
16,299
1,353
8,182
Facebook Likes From the start of August through to the end of October, there has been an increase in the number of Likes to Good Food Month Facebook page. This can be seen in the graph below; with it exponentially rising and peaking during the Festival. These Likes have come from: Promoted posts from the Good Food Month page Page suggestions Shared GFM by followers Average Daily New Likes Daily: The number of new people who have liked your Page (Unique Users)
26
Average Daily Unlikes Daily: The number of Unlikes of your Page (Unique Users)
2
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Social Media
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Social Media
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Social Media Reach Through organic reach, the average post hit over 2,000 people, with the highest individual posts in excess of 6,000.
Average Total Reach Average Daily Total Reach - 5279 Daily: The number of people who have seen any content associated with your Page. (Unique Users) Average Weekly Total Reach - 25,653 Weekly: The number of people who have seen any content associated with your Page. (Unique Users) Average 28 Days Total Reach – 70, 799 28 Days: The number of people who have seen any content associated with your Page. (Unique Users)
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Social Media: Audience Age Group
Female
Male
13-17 year old
0.5%
0.3%
18-24 year old
13%
6%
23-34 year old
28%
14%
35-44 year old
15%
7%
45-54 year old
6%
3%
55-64 year old
2%
0.9%
65+
1%
0.5%
Demographics of people reached by the Good Food Month Facebook page During October the GFM Facebook page reach was highly female skewed with 72% versus 26% male.
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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 Throughout October, the breakdown of people engaged with the Good Food Month Facebook page was 74% female and 24% male. The 25-34 year old group represented the highest percentage of male and females actively engaged with the Good Food Month Facebook page as demonstrated in the insights below.
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Social Media: Audience Age Group
Female
Male
13-17 year olds
0.5%
0.4%
18-24 year olds
15%
4%
23-34 year olds
30%
11%
35-44 year olds
17%
6%
45-54 year olds
6%
3%
55-64 year olds
2%
0.9%
65+
1%
0.5%
Demographics of people who liked the Good Food Month Facebook page The percentage of people who liked the Good Food Month Facebook page was 54% male and 46% female.
164 Fairfax Events I Good Food Month October 2013
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 2.8M 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
Good Food Month Instagram
Good Food Month Twitter
Good Food Month Facebook Good Food Month Facebook
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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 month of October, 8,312 pieces of user generated content were received.
Stackla Tags
Number
Good Food Month
4,921
Night Noodle Markets
2,246
Bar Hop
1
Breakfast Club
2
Growers'
65
Let’s Do Dessert
288
Instant Expert
0
Hats Off Dinner
288
Shoot The Chef
500
Pop-up and Parties
1
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Fairfax Events I Good Food Month October 2013
Website
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Website Page
Total Views
Night Noodle Markets
221151
Let's Do Lunch
74975
Let's Do Dessert
60749
Good Dinner Under $30
35432
The Ultimate High Tea
27466
Breakfast Club
26117
Hats Off Dinner
24998
Barbecue Madness
21561
Growers'' Market
20833
RenĂŠ Redzepi
16260
World Dinners
11020
Surprise Saturday Lunch
10248
Pop Ups
10168
Instant Expert
8108
Supper Club
8072
Good Pub Grub
7584
Citi Benefits
7521
Bar Hop
6971
Sunday Family Lunch
6935
Laneways
6838
Drink Dine
6012
Alex Atala
5435
Private Dining
4991
Talk Taste
4866
My Benefits
4733
Family Table
4644
Markets
3685
Partner
2433
Signature Dish
2353
Art Food
1856
Down to Earth
1590
Daniel Patterson
1225
Kitchen Gardening
1128
Media
1039
Thinking Food
986
Website Statistics There was a major burst of traffic on the Good Food Month website page during the month of October. The campaign saw a 133% increase during October to November in the amount of web traffic.
Month
Page Views Page % '12 View '13 up/down
October
415,604
849,890
51%
November
7,861
44,793
82%
Total
423,465
894,683
133%
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Website
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Website
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Website
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Website
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Website
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Website
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Website
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Website
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Website
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Fairfax Events I Good Food Month October 2013
Database Communications Date sent
Email Title
Opened
% Opened
Clicked
% Clicked
30/9/2013
Good Food Month kicks off tomorrow!
8817
35.8%
1738
7.1%
3/10/2013
10/10/2013
17/10/2013
24/10/2013
31/10/2013
Clicked links within email
Citi
229
Bells at Killcare
187
Rekoderlig
276
Good Food Month: Week One!
7988
32.1%
1009
4%
SMEG
100
The Star
135
Night Noodle Markets start tonight!
8401
33.3%
1523
6%
Barilla
117
Harvey Norman
42
Sanpel
84
Rene Redzepi comes to Australia!
8633
33.9%
1658
6.5%
Rekorderlig
210
Citi
175
South Australian
85
It’s the dinner of the 6758 year
26.1%
746
2.9%
Cooper
107
Thai Sponsors
232
Bucket list
127
Citi
213
Last chance to hear 1309 Rene Redzepi
42.2%
176
5.7%
Cathay
8
SMEG
12
Bells at Killcare
17
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Fairfax Events I Good Food Month October 2013
Database Communications
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Database Communications
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Database Communications
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Fairfax Events I Good Food Month October 2013
PR The Good Food Month PR campaign ran nationally. The following statistics capture PR that ran in Sydney, Canberra and Brisbane, excluding Melbourne due to the launch of The Age Good Food Month in November 2013.
Total pieces of coverage: 994
Total audience reach: 172,476,493 *
Advertising equivalent spend (ASR) minimum of $4,290,791 *
Key PR highlights across the campaign included:
Weekly calendar page mention in Sydney Morning Herald’s Spectrum, The Planner
Weekly stories across the Good Food masthead
Event coverage across Fairfax community newspapers
Syndication of stories across Fairfax’s regional network
Extensive hospitality trade media coverage including stories in Hospitality Magazine, Drinks Trade Weekly and National Liquor News
Extensive national and major metro media coverage, including interviews and mentions on Radio National First Bite, 702 ABC Sydney, 2UE Sydney, 2GB Sydney, 666 ABC Canberra
Channel 9 TODAY Good Food Month broadcast and Channel Seven News weather cross
* based on figures from Media Monitors
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PR Editorial Integration Refer to appendix for full tear sheets
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11
Appendix 01
Editorial
02
Press Advertising
04
Digital Advertising
05
PR Report
06
Good Food Month Research
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Fairfax Events 1 Darling Island Road, Pyrmont NSW 2009 Australia www.goodfoodmonth.com E goodfoodmonth@smh.com.au
Fairfax Events I Good Food Month October 2013