2017 regional world's longest lunch guidelines final€¦ · 2017 pr tips • the event ......
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LET’S CELEBRATEFriday 31 March – 9 April 2017
Regional World’s Longest Lunch Guidelines (Friday 31 March)
Our VisionTo be internationally recognised, valued and chosen for creating unforgettable food and wineexperiences.
MFWF 2016
10 days300+ events across Victoria
$8.2 million+ earned media value
$4.7 million+ paid and in-kind advertising
290,500+ attendance (19% increase from
2015)
54K+17% increase from 2015
22K+53% increase from 2015
79K+7% increase from 2015
63K+EMAIL SUBSCRIBERSwith a 22% open rate
324K+UNIQUE WEBSITE USERS02:50 mins average time on site
$8.2 million+ earned media value
$4.7 million+ paid and in-kind advertising
7.9 /10 overall audience satisfaction
89% likely to attend MFWF 2017
What is Melbourne Food and Wine Festival (MFWF)?
• Now entering its 25th year, Melbourne Food and Wine Festival (MFWF) presented by Bank of Melbourne is Australia’s preeminent celebration of food and wine and an internationally acclaimed event, attracting visitors in their hundreds and thousands to Victoria in March.
• The Festival promotes Victoria as the food and wine capital of Australia and showcases the outstanding hospitality, produce, culinary talent and livability of our great foodie state along with introducing global trends and international presenters to consumers and industry alike.
How does the Festival work?• The Festival curates and delivers its own series of signature events (e.g. Bank of Melbourne World’s Longest
Lunch & MasterClass), while also providing Victorian businesses, producers and individuals with a unique opportunity to participate through the Regional World’s Longest Lunch program.
What is a Regional World’s Longest Lunch (RWLL)?• Extending Australia’s favourite celebration of eating and drinking to Victoria’s provincial corners, The
Regional World’s Longest Lunches are a signature Festival event series, taking place on Friday 30 March, that celebrate Victoria’s incredible chefs, local produce, signature wines and craft brews in spectacular locations across the state including gardens, vineyards, beachside and beyond.
• The Regional World’s Longest Lunch program embodies the Festival’s Put Victoria on Your Table philosophy and helps promote food and wine tourism to regional Victoria and is an opportunity to showcase the people, produce and warm hospitality of your region to the Festival’s dedicated food and wine audience.
2017 Festival Theme – LET’S CELEBRATE
• Since launching in 1993, Melbourne Food and Wine Festival presented by Bank of Melbourne has been shining a light on Victoria’s world-class food, wine and hospitality industries. We have been showcasing inspirational talent, skills and trends from across the globe to create unforgettable experiences for millions of attendees and event organisers alike.
• In 2017, we celebrate our 25th year as Australia’s internationally acclaimed festival of food and wine and are thrilled to announce ‘Let’s Celebrate’ as the overarching theme as a means to explore the past, present and future of Melbourne and Victoria’s revered eating and drinking culture.
• All eyes will be on Victoria for this landmark occasion. We invite you to put your best foot forward and join with us in celebrating our state’s rich produce, multiculturalism, regional diversity and ever-growing gastronomic reputation.
Benefits of Participation…
Audience & Exposure
Dedicated event page on MFWF website
• 324,000+ unique users across 2016 campaign.
• In 2017 we are investing in improved search, event categorisation and homepage event rotation to make events more discoverable online.
• Over 48% of Festival attendees use digital media to get their Festival information.
Promotional opportunities through MFWF Highlights Guide, eNews, social media and Festival blog
• 150,000+ social media followers and 65,000+ eNews subscribers.
• Profiling of RWLL series in 2017 MFWF Highlights Guide (distributed through Herald Sun).
• Event organisers are encouraged to share striking images and content ideas to improve the likelihood of events being shared across MFWF social media channels.
Awareness & PR
• Be part of an $8.2 million+ earned media campaign across online, social media, radio, TV and print channels (2016 value).
• Access to media and publicity tool kits and editorial opportunities with a range of media partners and food and wine influencers.
• We share engaging content daily, profiling event categories and stories behind the program. The higher the quality of the event submission, the better chance of the event receiving publicity.
See examples of Regional World’s Longest Lunch PR coverage on following page.
Events ultimately selected in the Festival will benefit from a multifaceted marketing and communication campaign including promotion
to Melbourne Food and Wine Festival’s extensive audience. Benefits are highlighted below –
2017 PR Tips
• The event organiser’s number one priority should be to create a unique and high quality event experience.
• Make the event concept high energy or visually spectacular.
• Incorporate a new idea or product.
• Include or leverage from industry figures that have existing profile in the media.
2016 Regional World’s Longest Lunches – PR Highlights
A toast to the country03 Feb 2016Weekly TimesASR AUD $27,765, PR Value $83,295
Long lunch serves up Bendigo's best05 Mar 2016Bendigo AdvertiserASR AUD $1,861, PR Value $5,583
A Festival For All16 Feb 2016The Australian, General News, LifePrint ASR: AUD $25,200, PR Value $75,600Online ASR: AUD $40,086, PR Value $120,258
Benefits of Participation – Ticketing
Ticketing MechanicsAs part of your agreement to use the Festival’s ticketing platform, organisers are reminded of the following pricing structure –
Advertised ticket price to the customer:Is inclusive of:• GST • Booking Fee – customers will pay a booking fee of $3.00 per ticket. • Transaction fees – organisers will pay a transaction fee of $1.00 per ticket,
At checkout the following will be added:• A credit card fee of 1.7% per transaction will be applied for credit card transactions
(credit card fee do not apply when purchasing a ticket with cash at an event).• A handing fee of $2.50 per transaction will be applied (regardless of number of
tickets purchased from a booking)
Payments & reconciliation:Payments will be made automatically each month to your nominated bank account. 75% of revenue collected (less fees) for the month will be paid to the event organiser within 10 days of end of month. At the conclusion of the event, the final payout will occur within 10 business days.
Event organisers will be able to log into the portal at any time to view sales and payment history. At the conclusion of the event, event organisers will be able to obtain a copy of the recipient created tax invoice and final reconciliation.
Further details about the producer portal (and how to log in) will be emailed in late November.
Ticketing BenefitsTicketing sales & reporting
• MFWF will handle all ticket transactions and provide simple reporting for you to track sales in real time and post event.
• Multi-cart consumer checkout to encourage increased customer sales.
• Your event attendees will receive triggered communications including PDF tickets and email reminders before the event.
• Priority will be given to events using the MFWF ticketing platform for last minute PR, social media and marketing opportunities based on access to real-time ticket sales.
• Access to iOS Scanning App for checking in tickets at your event.
Listing in the MFWF iPhone & Android ticketing app
• A dedicated listing in our app which had 2000+ downloads in 2016.
• Consumers can check event details/buy tickets on the go.
• Access to iOS Scanning App for checking in tickets at your event.
Inclusion in Gift Voucher campaign
• A dedicated Christmas campaign will promote Gift Cards that can be redeemed for any event using the Festival’s ticketing system. Gift Vouchers were very successful in the lead up the 2017 Festival.
Per ticket example:Organiser revenue $49Organiser fee $1Consumer fee $3Advertised ticket price $53
Key Event Selection Criteria and Event LogisticsScenery & Venue
• The event must be held within the state of Victoria.
• The lunch must be held in a spectacular and/or iconic location within regional Victoria, with scenery visible from the table. For example, vineyards, gardens, bridges, beachside, etc.;
• Styling, design and architecture of the tables and venue should be considered;
• Applicants should provide photography of the venue and surrounds to assist with marketing and publicity.
Chef & Winemaker Talent
• This is essential for sparking media interest and ensuring a high quality event;
• Event must feature an acclaimed Victorian chef (winemaker ideal, but optional) who are available to speak at the lunch about menu design and inspiration;
• Chef / winemaker must also be available for one on one interviews with media after the lunch (if required).
Menu & Produce
• A commitment to highlight the food and beverage strengths of your region;
• A commitment to highlight unique ingredients, beverages and products sourced from the region on the menu.
Event Logistics
• The RWLL is held from 12.00pm and 4.00pm on Friday 31 March 2017;
• The RWLL is a sit down, minimum three-course lunch;
• The RWLL must be served at one long continuous table with a minimum capacity of 100 guests, service breaks are permitted;
• The guiding price for the event is $100 –$165 which includes all courses, matching beverages for each course and tea/coffee (please ensure the event represents value for money for the consumer).
• The event is of a high standard that adheres to Best Practice (I.e. risk management, weather response plan, occupational health and safety, food safety standards, responsible service of alcohol, etc.).
Branding & Ticketing
• The RWLL acknowledges its connection to the Melbourne Food and Wine Festival;
• The RWLL embraces the Festival’s Put Victoria on Your Table philosophy which encourages consumption of and loyalty to high quality food and wine of Victorian provenance;
• The RWLL conforms to the Festival’s centralised ticketing system;
• Consumers can check event details and buy tickets on the go;
• The event organiser is open to hosting media;
• The event organiser will be prepared to supply two complimentary tickets to MFWF on request for promotional opportunities or auditing requirements.
Tourism & Visitation
• The event attracts intrastate and interstate attendees.
• The RWLL event organisers must consider transport options for visitors to the event and recommend accommodation offerings.
Please refer to Regional World’s Longest Lunch Terms & Conditions, available on the Festival website and online Event Management Space – visit www.melbournefoodandwine.com.au/industry.While submitted events may successfully address the selection criteria above, in curating and delivering a Program of Excellence, not all event submissions can be accepted into the Festival program. Only complete event submissions will be reviewed and those of the highest standard accepted.
Key DatesDates
Regional World’s Longest Lunch submissions OPEN Monday 1 August – Wednesday 24 August
Notification of inclusion in Festival program Wednesday 7 September
Participation fee due Thursday 22 September
Event organisers to review edited event copy online Monday 26 September – Thursday 29 September
Official on-sale date for 2017 MFWF Friday 25 November
2017 Regional World’s Longest Lunch Friday 31 March
2017 Melbourne Food and Wine Festival Friday 31 March – Sunday 9 April
Participation Fees• The Festival is a non-profit organisation that strives to position Victoria as one of the great gastronomic destinations of the world. Umbrella
Event participation fees help us support your event and tell our state’s great food and wine story to local and non-Victorian audiences.
Participation Fee
Regional World’s Longest Lunch participation fee $800 + GST
How do I submit a RWLL event for the 2017 MFWF?• Submissions open 1 – 24 August 2016.
• Submissions are made via the Festival’s online Event Management Space (EMS). Visit melbournefoodandwine.com.au/industryand click on the ‘Submit an Event’ link. If you are a new user, you will need to first register your contact details at the Event Management Space.
• Please note that only complete submissions will be reviewed and those of the highest standard accepted.
You will need the following event details to complete your event submission:
• Event title (Must follow naming convention – E.g. Regional World’s Longest Lunch – Bendigo);
• 10 word event snapshot, 50 word event snapshot and 100 word event description for website listing – please note this copy will be edited by
the Festival’s editor. It is important that you clearly explain the event within the first sentence of your 50 word event snapshot.
• Venue name and address
• Event date & time (MUST include start and end time)
• Ticket price and ticket description (E.g. includes four courses and matched wines)
• Total event capacity / number of tickets available
• Banking details – to receive payment for ticket sales from MFWF / ticketing provider
• Event enquiry phone number
• Dietary accommodations and other information regarding your event (E.g. dress code, event access, public transport, child-friendly etc.)
• Social media handles
• A copy of your Public Liability Insurance Certificate of Currency
• High resolution ‘eye-catching’ images – 300dpi and landscape format. Please note that the Festival does not accept logos or portrait images.
• Pay as much attention to the image as you do the copy. Web audiences spend more time looking at pictures than they do reading.
Next Steps
• Establish your event goals and objectives for participation in the Festival;
• Connect with your local Regional Tourism Body and Council;
• Begin your event ideation, establish your region’s point of difference and brainstorm how you can best showcase the food and beverage strengths of your region, by incorporating local guest chefs, producers, restaurants, winemakers, etc.;
• Set up a meeting with the Melbourne Food and Wine Festival team, all RWLL event organisers must have a phone call or site visit with the Festival’s programming team;
• If you are a new event organiser, visit http://melbournefoodandwine.force.com/ems/ to register your personal details. You will then receive an automated email containing a link to your secure event submission dashboard which will allow you to submit your event;
• Submit your event: Visit http://melbournefoodandwine.force.com/ems/ between 1 – 24 August to submit your event via the Festival’s online Event Management Space.
Contact Us
Liz HamiltonProgram Manager
03 9823 6104
Zenon MiskoProgram Coordinator
03 9823 6120
http://www.bankofmelbourne.com.au/amplifybusiness
Our Presenting Partner Bank of Melbourne are delighted to provide this exclusive offer.
http://www.hostplus.com.au/
A big thank you to our Industry Partner.