NSW Food & Wine Festival February 7- March 1, 2015

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1 NSW Food & Wine Festival February 7- March 1, 2015

2 What is NSW Food & Wine Festival? An annual celebration of our state s finest regional produce, wine and wine regions, presented through an exciting mix of food and drinks events, across Sydney and regional NSW.

3 Why be part of NSW Food & Wine Festival? Feb 7- March is the 8th year of this state-wide event 44,000 people attended festival events in 2014 The full NSW Food & Wine Festival program highlights excellence in Sydney and regional NSW food and wine businesses, growers and industry professionals The festival marks a successful collaboration between The Sydney Morning Herald and the NSW Wine Industry Association, with the support of the NSW government and the Herald s acclaimed Good Food and Good Food Guide brands, in print and on-line at goodfood.com.au. The Festival launch brings together winemakers, food producers, chefs, sommeliers, restaurant/hospitality professionals, media and government, stakeholders.

4 Consumers and industry professionals alike are looking for ways to celebrate the local, regional and seasonal and the excellence of our food and wine producers. The NSW Food & Wine Festival plays a major part in spreading the word, and engaging consumers in celebrating the very best this state has to offer!

5 Who can take part in the Festival program? Restaurants, cafes, food and drinks businesses, provedores. Farmers, artisan food producers, regional food groups. Wineries and winemakers. Sommeliers, drinks experts, bars.

6 Ways to get involved: Sydney Cellar Door February 27- March 1: Hyde Park South a signature event of NSW Food and Wine Festival up to100 wineries 25+ restaurant stalls regional producers and tourism activations tastings, live music and a great picnic-in-the-park atmosphere artisan food producers Tasting tents, meet the winemaker, food-matching sessions, an artisan food producers market and live music complete the perfect weekend in the park. 40,000 people attended Sydney Cellar Door in Sydney Cellar Door attendees rated the event 7.7/10 71% said they are likely to attend this year. 64% purchased wine for takeaway consumption

7 NSW Food and Wine Festival at the SMH Growers Market Pyrmont Bay Park, Saturday, February 7, 7am-11am Explore NSW wine and regional produce at Sydney s oldest premium farmers and producers market, at Pyrmont Bay Park. Between 5000 and 15,000 people attend monthly. wine tastings and matchings regional produce sampling celebrity chef cooking demonstrations One-off discounted stalls available for all participating wineries and associated regional producers (POA and subject to approval). Visit for further details.

8 Food & Wine Program February 07 March 01 Restaurants, bars, cafes, food businesses, artisan producers and wineries offer a series of special events, for NSW Food and Wine Festival only. All winery partners of the festival are invited to join in. LUNCH WITH NSW WINE, DINE WITH NSW WINE (Major winery partners) Local produce menus paired with a selected NSW wine at Good Food Guide ranked restaurants across Sydney and regional NSW. TOUR THE REGIONS Sydney (Major winery partners) Sydney s hatted Good Food Guide restaurants host one-off celebrations of regional produce, with guest appearances by some of the state s top winemakers. TOUR THE REGIONS - Regional (All participating wineries) Regional Good Food Guide restaurants create one-off showcase events with local winemakers. The opportunity exists to add on tourism packages (winery tour, accommodation, dinner and brunch etc).

9 Food & Wine Program cont. STICKY AND SWEET (All participating wineries) Discover the latest trends in dessert, matched with a NSW dessert wine. SPARKLING BRUNCHES AND HIGH TEAS (All participating wineries) Sip a glass of NSW sparkling wine with a beautiful weekend brunch. SNACKS AND STREET FOOD (All participating wineries) Fast fare at bars and casual diners, featuring NSW regional produce and wine. SPOTLIGHT ON THE STATE (All participating wineries) Tastings, matchings, meet the producers evenings at leading Sydney and regional NSW restaurants, bars and cafes. THE 5 x 4 RISING STARS DINNER (All participating wineries) Five young chefs, five producers, five sommeliers, five young winemakers... Peer into the future of NSW food and wine. GOOD WINE DINNERS UNDER $50 (All participating wineries) Winemakers show off some wallet-friendly drops, matched with delicious value for money menus. Registration available to ALL NSW F&W participating wineries

10 Food & Wine Program cont. TASTE THE REGIONS - NEW (All participating wineries) Showcasing the best of the state with tours of food producers and wineries in regional NSW NEW MOON BANQUETS - NEW (All participating wineries) Our best restaurants host a one-off Lunar New Year banquet (on one or several nights) - featuring fine NSW produce and drinks as part of the menu. These can be Asian-inspired restaurants or even hatted/good Food Guide establishments creating a special menu to see in the new moon Registration available to ALL NSW F&W participating wineries

11 arketing

12 NSW Wine Strategy To consolidate and expand Sydney Cellar Door as a major country to city event To further build NSW wine sales in leading restaurants, city wine bars, regional restaurants To integrate quality NSW produce into events, including Sydney Cellar Door To increase regional activity and tourism opportunities To boost Sydney/NSW s profile as a global food-and-wine and finedining destination and to explore and exploit flow-on tourism growth/marketing/editorial opportunities

13 Logo

14 Website

15 Key Marketing Activities Official Festival program: Specturm, SMH January 24 Editorial opportunities across Fairfax Media publications Sydney Morning Herald, Canberra Times, regional newspapers Press ads in The Sydney Morning Herald from December, increasing thru January and February Press ads in the Good Food section during January and February Press ads in Spectrum section during January and February Outdoor street flags approximately 200 in the CBD surrounding the Sydney Cellar Door event FM radio partner Smooth FM; AM radio partner 2UE promotions to increase awareness of the festival Promotions to Foodie News database 40,000 + On-line activity at nswfoodandwinefestival.com.au, smh.com.au, goodfood.com.au and third-party/partner avenues Social media dedicated Facebook and Twitter campaign to promote the event. Join the conversation!

16 2014 Marketing Campaign In 2014 Fairfax Events delivered a combined total marketing and PR campaign to the value of over $4 million SOURCE: Media Monitors

17 PR & Editorial We will be working closely with PR Company Liquid Ideas in 2015, to deliver focused editorial across the Fairfax Media network and beyond. The Sydney Morning Herald and Good Food will play core roles with The Age, Canberra Times, Brisbane Times and WA Today also featuring. Social media will also remain a key part of networking and engagement for NSW Food & Wine Festival and we will be transitioning the audience we already have from Good Food Month as a foundation for this. Facebook, Twitter and Instagram will feature prominently.

18 Social Media #sydneycellardoor

19 Deadlines Thurs 23 October Sunday 28 December Saturday 24 January Sunday 28 December Thursday 5 February February 27, 28 & March 1 Expressions of interest open for Sydney Cellar Door and full Festival event program Event registrations close Proram Published Final deadline for winery and food stall participation NSW Food and Wine Festival Launch Party Sydney Cellar Door Saturday Feb 21 Saturday Feb 21 Tour the Regions Dinners (in Sydney restaurants) NSW Food & Wine Festival Growers Market, Pyrmont Bay Park

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