Your kit to understanding the value of participation

Transcription

1 marketing benefits Your kit to understanding the value of participation 2-21 March 2012

2 Melbourne Food and Wine Festival in 2012 Melbourne and Victoria s infamous love of food and wine comes alive every year in March for Melbourne Food and Wine Festival (MFWF), an internationally acclaimed celebration that attracts food-lovers in their hundreds of thousands. We invite you be part of the 20th anniversary celebrations in 2012, set to be our biggest yet. Your participation fee not only covers an event listing in the Festival Guide, but also extends your event across multiple platforms including online and mobile, with additional opportunities available in advertising, publicity and prize promotion. Over 20 delicious days in March, Melbourne and Victoria will buzz with memory-making food and wine experiences around every corner, spilling out from hidden laneways into city squares, reaching giddying rooftops, winding along riverfront promenades and out into regional Victoria. Through the following marketing activity, we send a tempting invitation to the world to experience Melbourne and our surrounding regions in March for MFWF.

3 Festival Guide 320,000 copies of the Festival Guide are distributed right across Victoria and via major Fairfax publications. The Age 230,000 copies Festival distribution 4-14 March 2011 FESTIVAL GUIDE Bringing great food and wine to the streets. 50,000+ Border Mail distributed all around Victoria 27, 000 copies FREE OUTDOOR EVENTS plus 50 under $50 MORE THAN 250 DELICIOUS EVENTS ACROSS THE WHOLE OF VICTORIA melbournefoodandwine.com.au UNEARTH Regional Victoria s HIDDEN GEMS THROUGH 80 MOUTH-WATERING OFFERINGS The Bendigo Advertiser 15,000 copies

4 Website Your event has a dedicated page on the MFWF website giving you the opportunity to entice Festival-goers with additional event detail, images and video content. Regional events are further supported by an expansive Visitors to Victoria section featuring the state s 11 regions with weekend itineraries highlighting umbrella events, interactive maps, photo galleries and local attractions. New to 2012, throughout the website there will be 11 vertical banners linking through to each region s page, plus heightened search functionality with the ability to browse events by region. In 2011 the Festival website attracted 268,632 visitors, with a strong 30%+ growth expected for the 2012 Festival.

5 iphone APP Your event is featured in MFWF s free iphone app, keeping the Festival at the fingertips of a growing community of iphone users. The 2012 app will build on the event browsing experience with rich regional and Melbourne content, dynamic map technology and more. The 2011 app was downloaded by more than 2,000 iphone users and supported a 143% increase in web visitation from digital devices with strong growth expected in 2012.

6 E-newsletter MFWF regularly communicates to an engaged database of 35,000+ subscribers distributing around 20 e-newsletters across the Festival campaign. Throughout the 2011 campaign more than 150 umbrella events were featured in MFWF s e-newsletters, boosting traffic to online listings. Social media Be part of the rapidly growing community of 7,000 + MFWF Facebook and Twitter members by sharing your event with an engaged food and wine-loving audience.

7 Publicity The Festival broadly attracts media coverage to the value of $33 million across local, national and international outlets. Dedicated media launches in New Zealand, Sydney and Melbourne allow the Festival to directly engage with top food, wine, travel and lifestyle editors. A number of editorial lift-outs are distributed in The Age across Epicure and Life & Style sections. The Age, Epicure More than 130 international, national and local media were hosted at Festival events in Get in touch with the Festival s PR team to share the story behind your event: Sally Brown PR Manager E: sally@foodfest.com.au T: Penny France PR Coordinator E: penny@foodfest.com.au T: The MFWF has always been about what makes living in this town a pleasure. Our wonderful food and wine of course but also our laneways and rooftops, our history, our heritage.

8 The Saturday Age, Life & Style Cuisine, NZ

9 Melbourne is the world s best kept secret... the food scene is off the charts... the MFWF puts all the food festivals in the US to shame. Roy Choi, Kogi BBQ, LA Despite being tea-only, Nigella confessed that she was only drinking coffee in Melbourne because it was that good. Nigella Lawson, UK Sorry for being 10 minutes late, we experienced Melbourne s laneways last night, wow! Jellymongers Bompas & Parr, UK

10 Regional Fairfax Lift-out Regional events will be celebrated in a bespoke Fairfax media lift-out designed to encourage food and wine lovers from Melbourne and beyond to visit our state s 11 regions during the Festival. If you are interested in heightened exposure as a paid opportunity, please send your expression of interest to jade@foodfest.com.au Full details will be available in November REGIONAL HIGHLIGHTS TICKETS ON SALE NOW FOR FULL FESTIVAL PROGRAM A FAIRFAX MEDIA CUSTOM PUBLICATION DECEmbEr Melbourne Food and Wine Festival 2011 TRAVELLER INSIDE revivers of the lost Arts Be the maker for a day: the 2011 Festival gives you the chance to learn traditional skills from experts such as preserver Pietro Demaio, above, and winemaker Michael Lee, of Foxeys Hangout, below: page 2 photo: jaime murcia A great time for tradition The melbourne Food and Wine Festival will bring together all that is good to eat and drink in Victoria. Learn tried and trusted ways of preparing food, wine and beer, and then savour them. WoMeN of Food ANd WiNe Paying tribute to women who helped shape an industry: page 3 photo: jaime murcia World s longest lunches 4000 foodies will get together in a delicious celebration: page 2 march is harvest time in Victoria and, with farmers celebrating the end of a 10-year drought, producers and chefs across the region are looking forward to a bumper yield. There has never been a better time to experience the state s traditional ways of food preparation, winemaking and cooking. The 2011 Melbourne Food and Wine Festival s regional events program features more than 80 events, many of which are about gaining hands-on experience of how the foods, wines and boutique beers we love are created. Melbourne Food and Wine s chief executive officer Natalie O Brien is particularly excited by next year s regional events. It is harvest and vintage time in Victoria so it is the most stunning time to be out in the regions and embracing seasonal produce, Natalie says. There s an opportunity to get up close and personal and have real experiences. With people such as Dominique Portet in the Yarra Valley they re in the middle of harvest but they re saying come and join us for a glass of sparkling while we re doing this. It s about the families and the people and I think that makes the program very rich. It is such a lovely invitation for us to head out to regional Victoria and be part of that authentic experience you ll see many of the events celebrating what is in season at a time when produce is abundant, alongside their local wines. But a good harvest is only the beginning. It is just as important to know what to do with it. Heritage and tradition and bringing back lost culinary arts are the lifeblood of the regional events program. I think socially that s where we re at, Natalie says. We want to make sure that we maintain those skills within the community. So you can see in the program there are lots of opportunities to have hands-on experience in what I m calling up close and personal events. From ladling fresh goats cheese to the secrets of beekeeping, there is a degree of participation to suit everyone. You might like to get personal with how red meat is prepared including choosing the livestock or There s an opportunity perhaps you d to get up close and prefer to sit back and have personal and have someone else real experiences. match food and wine over three or more courses in any one of the 25 famous World s Longest Lunches. Many of the events are within 90 minutes drive of Melbourne, so we are encouraging people to get out there and experience it, Natalie says. And then in contrast to that is an excuse to make a weekend of it by heading up to the High Country, who ve got their strongest contingent of events yet, including Dinner for the Celestials at Provenance in Beechworth, celebrating the area s fascinating Chinese history. Or go even further afield up to The Murray where they ve got paddle steamers each creating different menus and themes for Flavours Afloat. That s the other thing that regional Victoria provides: incredible diversity and majestic backdrops.

11 Prize promotions To broaden the reach of your own marketing activities, opportunities exist to develop a prize package for promotion through MFWF s networks, including subscriber database and social media community, or more broadly through the Festival s media partners (depending on total prize value). Consider collaborating with other event organisers and local operators to create a compelling prize package of Festival events, accommodation and money-can t-buy food and wine experiences. There is a minimum prize value of $1000. For example: Weekend for two including tickets to two Festival events, one night s accommodation and an exclusive meet-and-greet with a top chef.

12 A badge of endorsement See us at New to the 2012 Festival, an expert panel of industry personalities will curate the official umbrella event program. By featuring the MFWF logo in your event promotions, you are telling your customers that you are part of a program of excellence and a world-class celebration. Chocolat & Chocolate 9 MARCH March 2011 royal Exhibition building, carlton Food, music and culture... tantalise your senses proudly part of Cooperative advertising There are opportunities to feature your event in cooperative advertising in local print media at subsidised rates. MFWF covers the costs for artwork design. If you are interested in heightened exposure as a paid opportunity, please send your expression of interest to jade@foodfest.com.au Full details will be available in November Food Music dancing cooking Wine international singing gourmet cuisine entertainment celebrating traditions There are over 250 delicious events still on-sale. Here s a taste. World s Longest Lunch Warrandyte Flemington Food & Wine Enclosure Nourish your soul with the region s finest produce Rejuvenate with a complimentary massage Enjoy the Yarra River s native splendour Indulge in food, wine Beef & lamb livestock & racing selection Sample some of Melbourne s Meat processing finest restaurants Carcass grading & Position yourself in the butchering ultimate trackside enclosure 7 & 8 March, 10.00am 1.30pm Saturday 12 March, 11.00am 5.00pm $65.00 per person Ph: $100 non Members, $70 VRC Members Ph: Friday 4 March, 12.00pm 4.00pm $105 per person Ph: Red Meat Tell all at Kyneton Sale Yards Stars of Spice come to Crown Spice-filled cuisine by some of the world s hottest chefs Exclusive menu selections Number 8 restaurant & wine bar, Breezes, Koko, JJ s Bar & Grill, Conservatory & Nobu 8 14 March, for lunch or dinner Ph: Food Traditions & Culinary Culture Speakers include writers, historians & culinary professtionals Culinary history dinner to discuss themes raised Hosted by William Angliss Institute Saturday 12 March, 10.00am 10.00pm $50 Symposium or $100 Sympoium & Dinner Ph: For more information about this delicious line-up & other remaining events, visit melbournefoodandwine.com.au 4-14 March 2011

13 Sending the invitation globally MFWF drives a multi-faceted awareness-building marketing campaign aimed at putting Melbourne, Victoria and MFWF on the global map. Advertising highlights > A print advertising campaign is executed across key publications in Victoria, New South Wales, Queensland and New Zealand; > A TV commercial is aired on a leading network in the lead-up to, and during, the Festival; > Advertising and ticket promotions are run on local radio networks; > Outdoor signage is rolled out to prominent sites including Tullamarine Airport, Federation Square, Flinders Street Station and across public transport routes.