8 25 March 2018 Your Gourmet Destination

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1 8 25 March 2018 Your Gourmet Destination The Great Southern of Western Australia represents one of the most diverse and engaging tourism, food and wine regions you could imagine! Located along the pristine southern coastline and expanding into the farming hinterland it includes major centres Albany, Denmark, Mt Barker, Kojonup and Katanning. Great Southern produce is fresh, natural, seasonal and exceptional. Foods like oysters and seafood, cereal crops, beef and lamb, vegetables and milk products all excel on the south coast and the wine varietals such as Shiraz and Riesling which compete strongly on the world stage. The main wine sub regions include the locations of Frankland River, Mt Barker, Porongurup, Denmark and Albany. The broader area of the Hidden Treasures promotes the general northern and eastern part of the region including the towns of Kojonup, Katanning, Gnowangerup, Ongerup and Bremer Bay. Taste Great Southern runs for 18 days, stretching over three weekends and two weeks and positioned just prior to the first term school holidays. The program is designed to attract people to the region while the weather is still enjoyable and businesses are in a strong resource position. Visitors are invited to stay over a few days or a week and to take in more than one event as well as enjoy the local attractions on offer. Key satellite events such as Porongurup Wine Festival are also promoted in the lead up to the event. Overall between 40 and 50 events are staged involving local venues and attractions, focusing on the seasonal produce and wines. Guest chefs will be invited to join the local talent available with venues hosting from smaller intimate to larger events. The styles of events include festivals, markets, degustations, dinners and lunches, wine tasting, beer, coffee and spirit sessions, food and wine pairing, masterclasses, seminars and community events. Taste Great Southern stretches over 18 days including three weekends and is positioned just prior to the first term school holidays and Easter while the autumn weather is quite enjoyable and businesses are ready to promote the delights of the region. The program is designed to attract people to the region and give them reasons to visit again. They are invited to stay over a few days or a week and to take in more than one event as well as enjoy the local attractions on offer. The must-attend festival, celebrating 14 years in 2018, is owned by Great Southern Tourism Events (Denmark Tourism Incorporated) and managed by long time food and wine promotions group CMS Events. With a strong promotional campaign using a range of promotional media, it will align with Tourism WA s Taste A strategy for food and wine tourism in Western Australia. Taste Great Southern provides opportunities for consumers to understand and discover what is available in regional Western Australia and also opens up exposure and branding for organisations and businesses aligned with the festival.

2 How You Can Be Part of Taste Great Southern Venues, restaurants, bars, wineries, businesses and attractions can all take part by hosting an event or being part of others. There is a nominal fee to take part and support is provided to individual events through marketing, education and information as well as chefs and presenters where timing and availability can be matched. A target of up to 50 diverse events is being planned. Attracting visitors during the festival period is good for business and creates a focus through media and promotions building a longer-term relationship and a gourmet destination for even more regional visitors over a 12-month period. The styles of events can include festivals, markets, degustations, dinners and lunches, wine tasting, beer, coffee and spirit sessions, food and wine pairing, masterclasses, seminars and community events. What is available to assist organisations taking part Expression of Interest and Conditions of Participation Event Participant Manual Event Planning & Design Format Budget Guide Support and Guidance from CMS Events Program Guide The attached program guide provides ideas for companies and individuals wishing to be involved. Major events such as the launches, lead in events and the Albany Wine & Food Festival have been confirmed with others placed for understanding. The final program will be determined through the nomination and application process. An initial program and event sales will be launched in October with the final program announced in January About the event organiser CMS Events The company was founded in 1993 with director Richard Campbell being involved in the exhibition industry originally part time from 1981 and then full time since He provides over 30 years of experience to clients and the events industry. The current full time team also includes event manager Jessica Ferrinda and event coordinator Paige Stirton. After founding the original WA Wine and Food Festival at Burswood in 1997, the company sold the event to the Good Food and Wine Show who wished to expand its national footprint. In total they have managed 36 food and wine events in the state. They are strong believers in the power of exhibitions and events and see a bright future in promoting all of Western Australia s unique brands of wine and food. Contact Details: CMS Events, PO Box 485, Mt Lawley WA 6929, Western Australia info@wineandfood.com.au Phone:

3 Marketing People are invited to taste and sip their way through some of the best food and wine in Western Australia as an integral core message of the program. The vibrant food and wine event puts the Great Southern in people s minds, the tastes in their mouths, and encourages them to visit, buy local and make the region their gourmet destination! Media exposure in excess of $200,000 will be used in a mix of current online and social media options along with some of the more traditional media. Local, state, national and international media will promote the event. The buyer profile is a higher socio-economic audience with attendance managed through marketing and price point with visitors aged 25 to 65 years old. Couples and families will be targeted. Attendances are made up of visitors from Perth, other regions of WA and of course, locals. An extensive pre-event web oriented registration campaign will be used to attract and lock in visitors. Marketing includes television, radio, online, magazines, press, flyers, posters and key websites. Social media is promoted through the website TasteGreatSouthern.com.au, EDM s, Facebook, Instagram, Twitter and Influencers. Publicity will use key media releases targeting major wine and food media pages along with relevant media outlets. Marketing Snapshot Television: Radio: Press: Magazines: Online: A mix of Perth and regional television to be used A mix of Perth and regional radio to be used Options taken up with south west regional newspapers State and national magazine coverage State-wide online media EDM s Taste Great Southern subscribers 1,727 Wine and Food Events WA subscribers 11,023 Website: Social: Communications: More focused targeting using TasteGreatSouthern: Facebook 3,014 followers Instagram 1,265 followers Twitter 764 followers WineandFoodEventsWA Facebook 11,888 followers Instagram 2,727 followers Twitter 1,388 followers The PR team at Newton Ganska work with all media through releases, interviews & promotions Print: Posters A1, A2 and A3 in local businesses DL Flyers through the region and state Printed Program A5 format through the region and state Signage: Pull up banners Tear drop banners Fence banners

4 Becoming a Sponsor Businesses and organisations are invited to be part of the important role of sponsorship and take advantage of the focus on Great Southern for the Festival period. Being part of this amazing event will be exceptional for your brand and marketing. Invitations are open for companies who wish to be seen as part of the Great Southern region, tourism and all things food and wine. You will get access to around 10,000 annual visitors, exposure to hundreds of thousands of consumers through broad media, be viewed by over 100,000 website page views, communication with 12,000 plus EDM subscribers and interaction with thousands through social media. Organisations wishing to support through sponsorship will be seen as a key partners of the events. Sponsorship and rates are negotiable and will reflect the rights and deliverables taken up. Benefits can be through exposure, branding, association, hospitality and direct promotions and sales. Sponsor Packages Offered from the following, or arranged to suit your market direction: Presented by naming rights sponsor; Vintage sponsor top tier recognition; Harvest sponsor secondary tier recognition; Albany Wine and Food Show sponsor major event recognition; Event Sponsor putting your name against specific events; Support Sponsor through products and services Sponsor Options Advertising in the official event program Banner adverts on event EDM s Banner adverts on website Branding on merchandise Branding on tasting glasses Event marquee Event presentation rights; Exclusive on-site promotions; Feature area (stages) naming rights at events Hospitality tickets. Logo and name inclusion with visual media; On site event banners and signage; Ticket give-aways through own social media Support Sponsor Opportunities Hotel & Accommodation Airline Retailers Vehicle Media (traditional and contemporary) Government (local and state) Food and Wine Support Organisations Tourism Organisations

5 Indicative Program Guide Date Day Time Draft Event Venue 21-Feb Wednesday Perth Launch TBC 3-5 Mar Weekend Graze Mount Barker Six winery venues 4-Mar Sunday Porongurup Wine Festival Karriview 7-Mar Wednesday Albany Launch TBC 8-Mar Thursday Ladies Long Lunch 9-Mar Friday Beer and Food Matching Rockcliffe Night Market Rockcliffe Winery 10-Mar Saturday Albany Farmers Market Collie Street, Albany School Cook Off & Growers Lunch Town Square 11-Mar Sunday Meet the Producer In The Raw Seafood and Wine TBC Spirit Tasting 12-Mar Monday 13-Mar Tuesday 14-Mar Wednesday Coffee / Cheese 15-Mar Thursday Denmark Long Lunch 16-Mar Friday Mt Barker Long Lunch 17-Mar Saturday Albany Farmers Market Collie Street, Albany Albany Wine & Food Show Eyre Park Katanning Harmony Festival Katanning Town Square 18-Mar Sunday Degustation 19-Mar Monday 20-Mar Tuesday 21-Mar Wednesday Business Function 22-Mar Thursday Farm Tour and Lunch 23-Mar Friday Albany Long Lunch Wine and Food Pairing 24-Mar Saturday Albany Farmers Market Collie Street, Albany Degustation 25-Mar Sunday Meet the Winemaker Producers Picnic Lunch What's Brewing: Beer and Cider