brisbane good food month: event report 2015

Fairfax Events I Good Food Month 2015

Event Report 2015


Contents 00

3

01 Introduction and Thanks 5

02 Snapshot 7

03 Official Launch 9

04 Night Noodle Markets 15

05 Good Food Month Program 19

06 Partners 32

07 Marketing 70

08 Appendix 120


01 Introduction

and Thanks

5

Natascha Mirosch Creative Director and Festival

Manager 2015

Brisbane Times Good Food Month presented by Citi celebrated the State’s extraordinary culinary scene throughout July and into the start of August. The 2015 program was presented at a launch at Sake on Brisbane’s riverside in June, with Good Food Month media partners and food media. From fine-dining dinners to family-friendly meals, the Brisbane program offered more than 250 individual food events. This year saw the successful introduction of new categories; Omakase, Cider & Slider and Good Pub Food, as well as a new feature event, Food Writing 101. Food lovers had the opportunity to lunch at some of the city’s best restaurants for the bargain price of $38 with Let’s do Lunch, or dine out for even less with Good Dinners Under $30. They could kick-start their work day with a special Good Food Month breakfast with Breakfast Club, try a Tanqueray cocktail and bar snack after work with Bar Hop or call in after hours to graze from an Up Late menu. The Night Noodle Markets at South Bank ran for 12 nights (22 July-2 August) and broke last year’s attendance records by 40,000. More than 200,000 hungry food lovers were spoilt for choice with 26 themed restaurant stalls, four bars, seating areas, entertainment and plenty of great music. Good Food Month charity partner OzHarvest sold an incredible 15,000 fortune cookies at the Night Noodle Markets, generating an impressive $15,709 to help feed the less fortunate. We were thrilled to host chefs Ben Shewry of Melbourne’s Attica and James Viles of Biota Dining in NSW, along with local talent and winner of the Brisbane Times Good Food Guide 2016 Chef of the Year Josh Lopez from Queensland’s Gallery of Modern Art restaurant. The trio engaged an enraptured audience with a fascinating talk on the theme ‘My Country, My Cuisine’ in GOMA’s cinema. Later, ticket holders could get a taste of Biota as James stayed on to present his inimitable food with Lopez at a collaborative dinner at GOMA. In partnership with the Brisbane Times Good Food Guide 2016, which also launched in July, the sold-out Young Chefs’ Dinner, showcasing the talents of our six young finalists was held at Aria. Brisbane (and regional) venues embraced Good Food Month with gusto, staging events including dinners based on cuisines as diverse as Scottish, French, Middle Eastern and Thai. There were truffle dinners, interactive dinners, and a ‘low and slow’ barbecue event that attracted more than 20,000 people. On the libations side, there were plenty opportunities to learn more; from dinners matched with cocktails to a masterclass in whisky or a ‘clash of the clarets’. With such a high level of interest from both food businesses and the public, there’s no doubt that Brisbane Times Good Food Month is making its mark as a not- to- miss event on the foodie calendar. We thank everyone who was involved in making it such a huge success.


02

7

Snapshot

Australia’s largest food festival, Good Food Month presented by Citi returned to Brisbane in 2015 as the Brisbane Times Good Food Month. • The Brisbane Times Good Food Month ran from July 2 - August 2. It included more than 250 individual events. 86% of event holders, considered it important that Brisbane had Good Food Month with the same number agreeing it supported the industry Queensland –wide. More than 1/3 of event holders attracted new customers with their Good Food Month offer. • Bar Hop was the most popular category, with 22 venues taking part. • More than 150 individual restaurants participated across the program. • More than 200,000 people attended the Night Noodle Markets. • 92% of event attendees surveyed indicated that they are likely to attend a Good Food Month event next year. Satisfaction level overall was 8/10, an increase from last year’s 7.4 with Night Noodle Markets gaining a satisfaction level of 8.4 • Marketing value totalled to $2.5 million


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“Good Food Month is: food, chefs, foodies, sharing, enjoying, finger-licking, going back for seconds, making new friends, seeing old friends, exploring new restaurants, cafes & bars, giving a new flavour a go, falling in love with food all over again.....and so much more. Dive in, grab a fork, join the fun!” Brisbane Event Holder 2015


03

9

Official Launch

This year’s Good Food Month launch was celebrated at Lefty’s Old Time Music Hall in Paddington with invited guests gathered from industry, partners, government officials and VIPs. Managing editor of the BrisbaneTimes.com.au Simon Holt led proceedings and guests were treated to a boundary-pushing menu based around the theme ‘feathers and bones.’ All our drink partner beverages were served exclusively at the launch.


10

An Afternoon with the Stars: MCMC

We were thrilled to be able to present an afternoon with three of Australia’s top chefs, Ben Shewry of Melbourne’s Attica, James Viles of Biota Dining in NSW and Josh Lopez, executive chef at Queensland’s Gallery of Modern Art and Brisbane Times Good Food Guide 2016 Chef of the Year in the Gallery’s cinema. Hosted by ABC radio’s Tim Cox, the highly regarded trio enraptured the audience with stories about life in the kitchen, their inspiration and the direction and development of a uniquely Australian cuisine. A meet and greet with a glass of wine, beer or cider afterwards gave the audience further opportunity to get up close and personal with our star chefs.


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Marque Brisbane

Mark Best, owner of two-hatted Marque in Sydney took over Brisbane’s Esquire for this very special one-off dinner. Best proved why he’s worthy of so many accolades, impressing a sold-out restaurant with 5-courses of elegant, cutting -edge cuisine matched with Yalumba wines. After dinner, Best took to the floor for a Q &A with festival creative director Natascha.


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Biota Dining

What do you get when you combine two chefs from different places but with very similar philosophies? A meal that’s hard to forget! Biota Dining at Brisbane’s spectacular Gallery of Modern Art restaurant offered a seamless fusion of regional produce- based dishes from Biota chef James Viles and GOMA chef (and recent winner of the Brisbane Times Good Food Guide 2016 Chef of The Year) Josh Lopez. Yalumba wines were matched to each of the five courses.

Food Writing 101

Food bloggers and food lovers united at Brisbane’s Sofitel Hotel for a morning of literary anecdote and instruction under academic Dr Roger Haden of Le Cordon Bleu and food writer Barbara Sweeney. The workshop included in illustrated history of cookbooks, as well as practical advice and tips on how to get published in the competitive world of food writing. A buffet spread plus tasting dishes from the Sofitel’s Prive 249 Restaurant ensured attendees left with both their intellectual and physical hunger sated.


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Young Chefs Dinner

In its second year, our Young Chefs Dinner was again a sell-out. Hosted by Aria Restaurant on Brisbane’s beautiful waterfront, the evening saw 5 of our hottest young chefs, all finalists in the Brisbane Times Good Food Guide 2016 Young Chef of the Year showing off their kitchen skills, with each presenting a course to appreciative diners.


04 Night Noodle

Markets Overview

15

Cultural Forecourt, South Bank: July 22 – August 2, 2015 This year saw the second year of the Night Noodle Markets as one of the highlight events of the Brisbane Times Good Food Month. In order to grow and improve the amenity of the event for both stallholders and visitors, we extended the event food, entertainment and bar offering into the Liyana Lounge section of South Bank, beyond The Wheel of Brisbane and changed the layout of the event to maximise space. The move paid off! bringing record numbers of attendees onto this beautiful, riverside space, 12 festive evenings of food, drinks, music and socialising in one of the warmest July’s Brisbane has experienced in years. The giant inflatable “Lucky Cat” and the multiple colourful Lantern Gardens, were huge hits – as seen all over social media using the hashtag #noodlemarkets. The Noodle Markets also included Saturday and Sunday lunch trading which proved to be an incredible success for an fantastic weekend afternoon, especially among the families. This year saw some big name restaurant and food business participants such as LongTime, N2 Gelato, Fat Noodle and Hoy Pinoy, and they certainly did bring their share of long lines.


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Night Noodle Markets Launch

With more than 120 guests attending the 2015 Brisbane Night Noodle Markets Launch Event on July 22nd, the event was warmly welcomed back to Brisbane. Hosted in the Coopers Beer Garden, overlooking Brisbane River & Brisbane City, we couldn’t of asked for better weather on a QLD winters night.

Guests enjoyed catering from renowned Food stalls such as Sake, New Shanghai & Hoy Pinoy. And, with thanks to our beverage partners, Yalumba, Coopers, Thatchers, Tanqueray Gin and Tonics, Schweppes mineral waters were the drinks of choice during the event.

The evening was hosted by QLD Good Food Month creative Director, Natascha Mirosh who welcomed our Good Food Month partners, stakeholders, media and VIP’s to the second year of the Brisbane Night Noodle Markets. Cam Pearce, the National Sales and Marketing Director of Coopers Brewery, also took the opportunity to thank his team and partnership collaboration with Good Food Month, and made guests feel very welcome within the Coopers Beer Garden.


Noodles Numbers

17

• 30 food stalls

• 2 food trucks

• 1 food cart

• 5 bars

• 10 activation areas

• 12 nights

• 207,766 attendees


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Participating Foodstalls

• Baotime

• Doughtnut Time (Truck)

• Fat Noodle

• FU MANCHU

• Harajuku Gyoza

• Hoy Pinoy

• Hoy Pinoy (cart)

• Japanese Pizza Okonomi House

• Koma Sliders

• Let's Do Yum Cha

• Lets Do Yum Cha (Truck)

• Longtime

• Madame Wu

• Mini Pancakes

• Mrs Luu's Vietnamese Canteen

• Nest

• New Shanghai

• Nitrogenie

• POKLOL

• ROGUE SPICE CANTEEN

• Saké Restaurant & Bar

• Sendok Garpu

• Shallot Thai

• Taro's Ramen

• Teppanyaki Noodles

• The Bun Mobile (Truck)

• Waffle On A Stick

• Zagyoza - The Home of Gyoza


05 Program Overview

19

For Brisbane’s second year of Good Food Month celebration in July, there were 26 categories and more than 250 individual events staged by restaurants, bars, cafes, markets, and other food businesses. The program consisted of 21 event types or categories, ranging from breakfast through to late night suppers, cocktails, classes and much more. New categories included ‘Cider and Slider’, ‘Omakase’ and ‘For The Love of Wine & Cheese’. In this, our second year for Brisbane, almost 80% of our event holders were already aware of the Good Food Month brand and participated because they wanted to be part of this high profile event. Based on event holder feedback plus Night Noodle markets figures, an estimated 230,000 people attended Brisbane Times Good Food Month events throughout July.


Breakfast Club

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A baker’s dozen of Queensland’s best cafes signed up to show breakfast lovers that not only is there is more to a good breakfast than bacon and eggs but it doesn’t have to be saved for the weekend. From rotating global degustations to a simple croque monsieur served with sea views, breakfast never look or tasted so good.


Let's Do Lunch presented by Coopers, Yalumba & Thatchers

21

Thirteen of Brisbane’s leading restaurants, included hatted restaurants from the Brisbane Times Good Food Guide gave diners the chance to sample their menu at a fraction of their usual price throughout Good Food Month. The generous offer included dishes like grilled albacore tuna with Serrano ham, smoked eggplant, fennel and olive from Aria, or low and slow beef cheeks, with parsnip mash, house smoked bacon and mushroom jus from Deery’s. Included was a glass of Yalumba wine, Coopers beer or Thatchers Cider. An estimated 1500 people attended a Let’s do Lunch.

Sunday Lunch

Three regional venues and 7 metro venues participated in Sunday Lunch, feeding hundreds of appreciative diners during Good Food Month. There were luxe truffle luncheons, long shared lunches on the Noosa river and urban lunches with city views.


Good Dinner Under $30

22

A popular category with event holders and diners alike, eleven Brisbane restaurants participated in this category, offering wallet-friendly dinners and putting value back on the table throughout the month.

Hat’s Off Dinner presented by Tanqueray

Hatted chefs from the Brisbane Times Good Food Guide indulged a few culinary fantasies; throwing out their everyday menu for one night only. Seven restaurants, all of whom were awarded hats in the 2014/2015 Brisbane Times Good Food Guide presented a Hats Off Dinner and a complimentary Tanqueray & Tonic or Tanqueray cocktail during July. Around 450 diners attended a Hats Off Dinner.


World Safari

23

Passports were left at home for these culinary world trips that showcased the food of several different continents. Six restaurants signed up to do World Safari Dinners, 4 on multiple dates. Each offered an authentic expression of a national or regional cuisine style including regional Middle Eastern, US, French and Thai. Around 500 people attended World Safari Dinners.

Drink and Dine

From craft beer dinners to an afternoon with movie director turned winemaker Julian Castagna subjects explored in this category ranged from expression of terroir to biodynamics. Drink and Dine gave Queenslanders the opportunity to learn from the experts.


Good Pub Food presented by Coopers, Thatchers & Yalumba

24

Another new category for 2015, six venues signed up for the opportunity to show off their gastro-pub credentials. From roast pork belly to ribs to macadamia crusted barramundi, Brisbane tucked in with gusto and washed it down with a glass of Yalumba wine, Coopers beer or Thatchers Cider. “I am positive that our association with GFM has helped drive traffic to the pub.” Julian D’Souza, The Pineapple Hotel.

Cider & Slider presented by Thatchers

Two venues participated in this brand new category that offered the opportunity for venues to get creative with cool and clever sliders matched to a Thatchers Cider for just $10.


Bar Hop presented by Tanqueray

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Our most popular category saw twenty-one venues offering a Tanqueray cocktail matched to a bar snack for just $20. Participating venues included some of Brisbane’s best bars; from Dutch Courage Officers’ Mess, to Woolly Mammoth and The Tree House.

Talk & Taste

From whisky masterclasses to a gastronomic journey with Yalumba winemaker Jane Ferrari, five Talk and Taste events were offered this year.


The Ultimate High Tea presented by AccorHotels

26

Lovers of traditional and not so traditional high tea could choose from six different venues across Brisbane to indulge in high tea, including a champagne high tea and a French high tea. Around 600 people attended a high tea during Good Food Month.

Rooftops & Skylines

Taking advantage of Brisbane’s stunning winter weather, four venues offered Rooftops and Skyline events; from a sold out “Tanqueray G & Tea” at Dandy’s Rooftop at The Fox to a Latin pool party at Lennon’s Hotel.


Regional Table

27

Six venues held a regional table event during Good Food Month sharing and showcasing the beauty of regional Queensland, and our best and brightest producers, bars and restaurants with this signature event. Four events were held in regional Queensland and two in Brisbane.


Art & Food

28

Music and photography were the focus of the two event holders in this category. The Lyrebird restaurant at QPAC aligned an Italian dinner with their production of Vivaldi’s Four Seasons, while The Fox Hotel, ran “Create and Capture”, a photographic competition capturing the passion of chefs, bartenders and home cooks. The winner, Richard Low’s subject was 'Aerated Beetroot' from Heston Blumenthal's Fat Duck in Melbourne.

Pop-Ups and Precinct Parties

Secret spaces and unexpected locations were the feature of these events that included popular pop-up Dine Under the Stars at Eagle Street Pier on Brisbane’s Riverfront. Regionally, party goers got to drink, dine and toast a glorious sunset over the water at Scarness Pier at Hervey Bay.


Markets and Festivals

29

One of Good Food Month’s most popular events, The Low & Slow Barbecue Festival was registered in this category, along with another 2 local markets. Low & Slow, an American style barbecue festival attracted 20,000 hungry people over 2 days. Organisers were originally expecting no more than a couple of hundred, so were somewhat surprised by the level of interest on social media and adjusted their expectations and provisions accordingly.

Instant Expert

Food lovers are always keen to learn something new and our Talk & Taste category offered an opportunity for them to do so with experts informing and inspiring; communicating their own passions in these intimate classes. Five events registered in this category- including classes on bush tucker and seasonal pickling.


For the Love of Wine and Cheese presented by Yalumba

30

This category offered the opportunity to try cheeses from Australia and round the world along with a glass of Yalumba wine.

Up Late

Night owls could sate their hunger with delicious late-night snacks at 3 different venues in Brisbane throughout the month.


“Good food month means that guests can experience restaurants that they otherwise may not think of trying or can't normally afford to try often enough.” Brisbane Eventholder, 2015


06 Partners

32

Event Producer

Supply Partners

Government Partner Event Partner

Major Partners

Media Partners

Presenting Partner

Radio Partners

Charity Partner

Brisbane Good Food Month

Hotel Partner


Citi – Partnership Overview

33

To help Citi engage the Foodie Audience and offer exclusive customer benefits, The Good Food Month platform offers an array of brand recognition and lifestyle benefits to their customers. Citi continue to dominate the Dining category by leveraging their key competitive advance, The Citibank Dining Program. Offering their exclusive Customer Benefits to the QLD audience has proven engaging with their customers. With exclusive offers such as The Brisbane Times Good Food Guide Giveaway, reserved seats to iconic events like the Young Chef’s Dinner at Aria, and exclusive entry to competitions like the Dinner with Festival Director Natascha Mirosch at Montrachet Restaurant.

In contrast to the renowned Citi Concierge service provided exclusively to Citi customers, Citi chose to activate an all inclusive activation space during the Brisbane Night Noodle Markets with warm and welcoming seating space for all market goers. A new venture was trialled in Brisbane Night Noodle Markets, to host Citi EFTPOS terminals in all POS stations, to increase the brand in a trade capacity as well.


Citi – Activation

34

With light themeing, and wooden seating area, Citi was able to involve Fat Noodle’s food stall the their activation, with a beautiful light canopy from their activation space to the stall. Additional benefits were available to Citi customers at the Fat Noodle stall, further strengthen the awareness of the Citibank Dining Program and the restaurants involved.

From the front the Fat Noodle Stall, bluewave branding was affixed. The large festoon white lantern strings are strung between the CDP stalls and the seating area. The seating area has the large trusses covered with Citi bluewave branding and Citi branded umbrellas.

Branding that appeared at this event consisted of:

• 4 x Truss signage vinyl wraps.

• 30 x GFM partner CCB signage with #goodfoodmonth & ‘CDP gives you free wine when you dine’

• 1 x Citibank Dining Program quick skin

• Concierge jackets / staff member x 2

• Restaurant signage – 6m long which ran along the top of Fat

• Core flute restaurant signage that ran along the Fat Noodle stall

• 4x Citi branded umbrellas


Citibank Customer Benefits

35

To deliver remarkable lifestyle experiences to their clients, Citi offered exclusive access and special privileges to some of Good Food Month’s most popular events as well as creating unique events in partnership with Citibank Dining Program partner restaurants:

In association with Customs House, Citi customers who attended the Pretty in Pink & Let’s Do Lunch event received hand made chocolate after their dining experience

The opportunity to win a Dinner with Festival Director Natascha Mirosch at Montrachet Restaurant. A culinary Journey of the not so typical regions of France and their unique artisan produce and recipes valued at $250

In association with The Peak, Citi customers received a take home gift after the six-course degustation dinner with matched wines.

In association with Urbane Restaurant, Citi customers received a complimentary gift card to the value of $20 at the theatrical Laneway Dinner.

Reserved seats to the Young Chef’s Dinner at Aria

Reserved tickets to the My Country, My cuisine talk at Goma


Citibank Dining Program

36

Understanding Citi’s involvement with the Trade side of the Dining experience, Citi are able to offer their restaurants partners exclusive benefits, further strengthening Citi’s position in the Food and Wine Industry. Some of these benefits include:

Discount registrations offered to Citibank Dining Program Restaurants

Supported restaurant recognition through out the Good Food Month Program, with a Citi Privileges logo appearing next to all Citibank Dining Program Restaurants.

An additional opportunity for restaurants to appear twice in the Good Food Month Program when partaking in additional customer benefits for Citi customer during Good Food Month.

Supported Marketing across the Good Food Month platforms, in association with Citi.


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Citibank Digital As presenting partner, Citi’s logo and link to the Citi website appeared on the Good Food Month partners’ page at http://brisbane.goodfoodmonth.com/

Additionally, the logo was included in the lock-up on the header of all pages of the website.

The Citi web-tile ‘https://citibank.com.au/dine?cid=PN-Dining-Brisgfg-CST72015 ‘ advertising delivered 153,756 impressions through the campaign, leading to 480 click-throughs.

The Citi Customer Benefits page was live from the event launch onwards. This page delivered 10,595 page views.

The click out link on the Citi Customer Benefits page ‘http://citibankdining.com.au/events/brisbanetimesgoodfoodmonth/ lead to 217 click-throughs

Social Media

Citi were acknowledged through logo lock-up across Good Food Month Social Media pages on Facebook, Instagram and Twitter.

Citi also received the following digital posts:

6 x integrated stories across social media platforms

3 x integrated stories in Foodie News eDMs

Strip ads on all Good Food Month Foodie News eDMs sent out to the National database

http://brisbane.goodfoodmonth.com/

https://citibank.com.au/dine?cid=PN-Dining-Brisgfg-CST72015







http://citibankdining.com.au/events/brisbanetimesgoodfoodmonth/

http://citibankdining.com.au/events/brisbanetimesgoodfoodmonth/


Citi – Database

38

Foodie News

Three integrated stories from Citi featured in the Foodie News e-newsletter both before and during Good Food Month. A Citi strip ad appeared on all Foodie News eDMs throughout October as well as the official event logo lock-up.

Good Food Month returns to Brisbane

July 8th

Opens: 10,963

Clicks: 11

Experience the Citibank Dining Program

July 21st

Opens: 15,078

Clicks: 52

Free wine when you dine

August 4th

Opens: 11,330

Clicks: 37

Strip Ads


Citi – Press

39

The Brisbane Times

As part of additional benefits offered to Citi in celebration of their ongoing support and partnership, 2x additional QPS ads were offered to Citi which appeared in the Brisbane Times on the

Brisbane Sun Herald

• 8th of July (QLD only)

• 10th Jul (QLD only)

Other appearances of the Presenting partner recognition was the logo lockup that appeared can be viewed on page 91 of this report


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Coopers

The Coopers Beer Garden was again a crowd favorite at the Night Noodle Markets overlooking Brisbane City.

The Coopers Beer Garden included:

A decked beer garden with tables and benches

Branded beer barrels

‘Australian Made, Australian Owned’ umbrellas

Herb gardens and potted plants

DJs on Thurs, Friday, Saturday nights

Branded crowd control barrier signs were used to create the bar queue

Branded Gable on the ‘Coopers Bar marque’

Coopers was served at all three main bars at the Night Noodle Markets.

Coopers Pale Ale

Coopers Sparkling Ale

Coopers Mild Coopers

Artisan

Sapporo 650ml

Coopers Light

Premium Beverages also integrated their trade night into the Brisbane Night Noodle Markets launch, which allowed them an opportunity to thank their trade key personnel.


Coopers

42

Print advertising A full page Coopers ad appeared in the official event program Website As a major partner, Coopers’ logo and a link to Coopers’ website appeared on the Partners Page at sydney.goodfoodmonth.com/partners Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s home page with 243,448 page views across the campaign. Coopers’ web-tile, promoting the Coopers Beer Garden at the Night Noodle Markets, appeared for the duration of the campaign across the Good Food Month website, delivering 96,553 (http://www.coopers.com.au/) impressions and 224 click throughs. Foodie News Cooking with Coopers July 8th Opens: 10,963 Clicks: 144 Cooking with Coopers July 21st Opens: 15,078 Clicks: 85 Social Media 4 x integrated stories featured for Coopers across Good Food Month channels.


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Harvey Norman

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Print advertising A full page Harvey Norman ad appeared in the official event program Website As a major partner, Harvey Normans logo and a link to Harvey Normans website appeared on the Partners Page at sydney.goodfoodmonth.com/partners Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s home page with 243,448 page views across the campaign. Harvey Normans web-tile, appeared for the duration of the campaign across the Good Food Month website, delivering 96,977 impressions and 171 click throughs. http://ad.doubleclick.net/ddm/clk/291485017;118700312;v

http://ad.doubleclick.net/ddm/clk/291485017;118700312;v

http://ad.doubleclick.net/ddm/clk/291485017;118700312;v


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Cathay Pacific Airways

As a Major Partner of Good Food Month and our exclusive airline partner, Cathay Pacific was recognised through digital channels on the Good Food Month website, through Foodie News eDM editions and through social media. Cathay Pacific also had the opportunity to activate at Brisbane Night Noodle Markets held at the Cultural Forecourt, South Bank Brisbane. Cathay Pacific chose to drive a social media campaign with an light installation activated by a hashtag. Market goers were encouraged to take snaps with the large brushwing light installation, post it on a social media with the hashtag: #lifewelltravelled. The space offer seating from 30-40 people, and those who posted on social media, went into the competition to win Cathay competitions. The overall objective was to drive social conversation with a secondary objective to drive data capture and brand awareness/preference. The tall structure stood out at the Markets, being the tallest activation thus far, standing at 8m tall. The activation was commented on from a far, and became a very easy meeting point, for all guests.


Cathay Pacific Airways

47

Print advertising A full page Cathay Pacific ad appeared in the official event program Website As a major partner, Cathay Pacific’s logo and a link to Cathay Pacific’s website appeared on the partners’ page at sydney.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 243,448 across Good Food Month. Cathay Pacific web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 2,376 impressions and 37 click throughs. Foodie News Cathay Pacific featured in one Foodie News with an integrated story. Life well travelled July 30th Opens: 10,563 Clicks: 17 Social Media 4 x integrated stories appeared for Cathay Pacific across Good Food Month channels.


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Schweppes & Real Iced Tea Co.

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Drawing inspiration from the river markets of Thailand, Indonesia and Vietnam – where goods are sold from boats – The Schweppes Floating Markets wanted to bring a uniquely Asian experience to the Night Noodle Market. Surrounding the feature of the Floating Markets within the activation space, there were shaded awnings with plenty of seating and tables for the use of patrons. The activation was designed as a welcoming and relaxing space, giving patrons the opportunity to purchase Schweppes products and enjoy their meals, drinks and each others’ company. Real Iced Tea Co. bikes also roamed the markets offering a selection of Schweppes and Real Iced Tea Co. drinks

Schweppes was a major partner of Brisbane Good Food Month returning to Brisbane once again. Schweppes & Real Iced Tea Co. leveraged their partnership across Night Noodle Markets and through product supply at Feature and VIP events. Key objectives were demonstrated at the Brisbane Night Noodle Markets, with the focus on delivering a strong Schweppes brand presence across the Markets and provide a welcoming, engaging and relaxing Schweppes brand and product experience within their activation space


Schweppes

50

Print advertising A full page Schweppes ad and ¼ Real Iced Tea Company ad appeared in the official event program, Website As a major partner, Schweppes’ logo and a link to the Schweppes website appeared on the Partners Page at sydney.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of Good Food Month’s website delivering 243,448 hits across Good Food Month. Schweppes’ web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 159,428 (http://www.schweppesaustralia.com.au/Home.aspx ) impressions and 8 click throughs. Social Media 2 x Schweppes integrated stories appeared across Good Food Month channels.


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Yalumba Wine

52

This was Yalumba’s second year as exclusive wine, and major partner of the Brisbane Times Good Food Month as well as co-presenting partner of the Let’s Do Lunch category, and presenting partner of Sugar rush, and the brand new category; For the love of Wine and Cheese. Yalumba also leveraged their partnership through feature events - Butcher Baker & Winemaker and Vegan and the Vine. BBWM sat under the Talk & Taste category, whilst V&V sat under Food for Good. Yalumba also activated their partnership through product supply at Feature and VIP events.

The Yalumba Brisbane activation was a multi-dimensional space designed to be experienced by visitors in a myriad of different ways. The main Yalumba asset is a 40ft shipping container which transformed into a two-storey platform that offered patrons a prime view of Brisbane River, and Brisbane City. From the second story, market goers could overlook the happenings of the Night Noodle Markets, and enjoy a special range of wines, only offered at the Yalumba Bar activation. This included: Yalumba Y Series Sauvignon Blanc Yalumba Y Series Pinot Grigio Yalumba Y Series Cabernet Sauvignon Yalumba Y Series Viognier Galway Shiraz The Scribbler Cab. Sauv & Shiraz Yalumba Patchwork Shiraz


Yalumba

53

Print advertising A full page Yalumba ad appeared in the official event program Website As a major partner, Yalumba’s logo and a link to Yalumba’s website appeared on the Partners Page at sydney.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website delivering 243,448 hits across Good Food Month. Yalumba’s web-tile advertising appeared for the duration of the campaign across goodfoodmonth.com, delivering 96,871 (http://www.yalumba.com/) impressions and 206 click throughs. Foodie News 3 Course Vegan Feast July 8th Opens: 10,963 Clicks: 73 July 21st Opens: 15,078 Clicks:19 Social Media 4 x integrated posts across Good Food Month channels.


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Thatchers Cider

2015 saw Thatchers second year as exclusive cider, and major partner of The Brisbane Times Good Food Month as well as presenting partner of the Cider & Slider category. Thatchers activated their partnership across the Night Noodle Markets and through product supply at Feature and VIP events. Thatchers brought a welcoming pop up orchard to the Brisbane Night Noodle Markets. Punters were invited to relax on branded bucket seats and under Thatchers branded umbrellas. The activation space stood out among the rest with its warm accents of yellow, low seating and warm wooden furniture


Thatchers Cider

56

Print advertising A full page Thatchers Cider ad appeared in the official event program Website As a major partner, Thatchers’ logo and a link to Thatchers’ website appeared on the Partner Page at sydney.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website delivering 243,448 hits across Good Food Month. Thatchers web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 5,530 (http://brisbane.goodfoodmonth.com/ciderandslider) impressions and 10 click throughs. Social Media 4 x integrated posts across Good Food Month channels.

http://brisbane.goodfoodmonth.com/ciderandslider

http://brisbane.goodfoodmonth.com/ciderandslider


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Diageo

58

Diageo continued to lead its partnership as the exclusive spirit and major partner of the Brisbane Times Good Food Month with Tanqueray Gin. Tanqueray also remained as presenting partner of Hats Off Dinners and Bar Hop. Diageo activated the partnership across Night Noodle Markets, through event offers in both Hats Off and Bar Hop categories, as well as through product supply at Feature and VIP events. Diageo chose to lead with ‘The Welcome Bar’ for the Brisbane Night Noodle Markets, encompassing 4 of their major brands Johnny Walker, Bunderburg Rum, Smirnoff & Tanqueray Gin. With the Welcome Bar intending to be a warm and inviting space located at the entry to the Night Noodle Markets, the beautiful decorated 6m container matched its name perfectly. Offering guests a variety of delicious cocktails including winter warming hot barrel cocktails for the colder months of QLD in July The objective of the space was to welcome guests with a range of easy to make cocktails that compliment the food available. The Welcome bar sign will shone from the peak of our bar structure and entrance archway, adorned with ivy and flowers. Warm festoon lights casted additional light over the footprint, creating an outdoor garden party atmosphere.


Diageo

59

Print advertising A full page Tanqueray ad appeared in the official event program Website As a major partner, Tanqueray’s logo and a link to the Tanqueray website appeared on the Partner Page at sydney.goodfoodmonth.com/partners. Additionally, the logo was included in the major partner logo string on each page of the Good Food Month website 243,448 hits across Good Food Month. Tanqueray’s web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 97,352 (http://www.tanqueray.com/en-gb) impressions and 161 click throughs. Foodie News Diageo: Welcome Friends with a whisky spritz July 30th Opens: 10,563 Clicks: 308 Social Media

4 x integrated posts across Good Food Month channels.

http://www.tanqueray.com/en-gb




60


Accor

61

Print advertising A ¼ page Accor ad appeared in the official event program Website As a Event Partner, Accor’s logo and a link to Accors website, appeared on the Partner Page at sydney.goodfoodmonth.com/partners. The website generated 243,448 hits across Good Food Month. Accors web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 5,434 (http://www.accorhotels.com/gb/hotels-offers/promotion-42105-sofitel.shtml) impressions and 62 click throughs. Foodie News Enjoy a free buffet breakfast July 14th Opens: 13,751 Clicks: 27 Social Media 4 x integrated posts across Good Food Month channels.


62


63

Brisbane Marketing

Print advertising A ¼ page ad appeared for Brisbane Marketing in the Official Brisbane Good Food Month Program Website As a Government Partner, Brisbane Marketing's logo and a link to Brisbane Marketing's website appeared on the Partner Page at sydney.goodfoodmonth.com/partners. The website delivered 243,448 hits across Good Food Month. . Brisbane Marketing's web-tile advertising appeared for the duration of the campaign across the Good Food Month website, delivering 2,143 impressions and 235 click throughs. http://www.visitbrisbane.com.au/south-bank/news/active-parks-dance-program Foodie News A weekend of dining in Brisbane July 2nd Opens: 10, 308 Clicks: 67 Social Media 3 x integrated posts across Good Food Month channels.


64


Brisbane Times Activation

65

Brisbane Times, in collaboration with Good Food Month, ran a social activation to take advantage of all of the photos being taken at the Night Noodle Markets and curated the best of the imagery. Attendees at Noodles could upload their photo onto our Brisbane Times Noodle Box microsite for the chance to win one of three nights out at noodles for them and three friends. Attendees upload their pics and encourage their friends to vote for their photo. The top three images with the highest number of votes won a VIP experience at noodles on the final night. The competition was promoted through the Brisbane Times and Good Food Month social channels along with table decals and pillar signage at the event.


Broadcast Partnership

66

Television

A media partnership was secured with Network 7.

Through the partnership, Good Food Month received

significant TVC exposure.

Channel 7 exposure:

• Brisbane coverage, July 9 – August 9 via 30 second TVC.

• Three Channel 7 weather crosses aired from the Night Noodle Markets.

• Social media presence including a Good Food Month promotion.

Night Noodle Markets Activation:

Channel 7 had a roving social activation to promote their new TV series, Restaurant Revolution.


Radio Partnerships

67

Nova 106.9

■ Activity from June – August

■ What's happening spots

■ 30 second radio commercials

■ Live mentions and Breakfast live reads

■ Street team giveaways

■ Instagram activity

■ On air ticket give-aways promoting Good Food Month in program.

■ Nova activation at Night Noodle Markets

4BC 1116

■ Activity from July– August

■ 30 sec promo pointers

■ Live reads

■ Six mentions of Good food Month events, chefs and interviews


Charity Partners: Oz Harvest

68

For the second year running, Ozharvest is The Brisbane Times Good Food Month’s charity partner. Growing on our successful partnership in 2014, OzHarvest activated two fundraising initiatives at the 2015 Night Noodle Markets. Fortune Cookies were exchanged for a gold coin donation, raising $15,709. Ozharvest cookbooks were sold and information was shared with hundreds of interested market – goers. An outpouring of support came from stallholders also, who donated food at the end of the event which led to the creation of hundred of meals for under privileged Brisbane people. Good Food Month is about celebrating everything food and drink. The festival is also an opportunity to make Brisbanites aware that literally hundreds of thousands of their fellow citizens run out of food each year and cannot afford their next meal. Ozharvest makes huge inroads in this area supporting the local community and highlighting the importance of nourishment and food in our daily lives.


Brought to you by Citi, Good Food Month is set to

be epic this year, with a bulging program of foodie

delights! From an offal themed Breakfast Club at

St Ali, to Sunday Spring Lunches at Estelle,

there’s simply too much to write about, we’ll be so

busy eating it!!”– Urban List Melbourne


7 Marketing

Strategy

70

Marketing objectives

Drive awareness and engagement of the Brisbane Times Good Food Month presented by Citi and position it as a leading food brand, being the second year in the QLD market.

Engage consumers and drive participation, ticket sales (local and national audiences)

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

The Brisbane Times Good Food Month was launched in 2014 as a celebration of Queensland’s burgeoning food scene - from its high-end, fine-dining restaurants to the culinary diversity of local eateries and urban communities. Regional QLD was also on show throughout the month with regional dinners and a focus on education, artisan techniques and the issues surrounding food production today including food ethics and sustainability. We send the message that good food is available to everyone, whether in a restaurant dining room, home kitchen or suburban backyard.

Key events included:

Brisbane Night Noodle Markets returns for the second year - an Asian hawker pop-up style market situated on the river’s edge in South Bank.

Special dinners (Hats Off), lunches (Let’s do Lunch), cocktails and indulgences at the city's best restaurants, bars and hotels.

An afternoon with the Stars featuring top Australian chefs James Viles and Josue Lopez.

Bringing Marque to Brisbane with Mark Best

Editors’ Dinner and Young Chefs’ Dinner with six of the state’s most promising talents.


Marketing Strategy

71

Expansion As part of the Metro strategy to connect with key audiences, Fairfax Events continued to grow Good Food Month in 2015 branching into Canberra, Perth and Adelaide with an expanding program of events.

These new events aim to replicate the successful

Good Food Month model in new markets and

leverage the Good Food Brand.

New in 2015:

• The Canberra Times Good Food Month & Enlighten Night Noodle Markets, 27 February – 8 March 2015

• WA Today Night Noodle Markets, March 18 – 29 2015

• Adelaide Night Noodle Markets brought to you by Good Food Month, in association with Adelaide Festival Centre’s OzAsia Festival – September 24 – Oct 4 2015


Logo

72

The Brisbane Times Good Food Month presented by Citi logo remained the same in 2015. The original 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 editorial vertical. A national logo was also developed in preparation for the long-term Good Food Month expansion strategy.


Brand DNA

73

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 local

regional 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.


Target Market

74

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

CORE

Age: 30 – 55 yrs

Skew: Female, married or defacto, DINKS

Geography: Metro and suburbs

Income: ABC

Secondary

Age: 18 -29 yrs

Skew: Female

Geography: Metro and suburbs

Income: ABC+

Tertiary

Age: 35 – 55 years

Skew: Female

Geography: Regional Income: ABC+


Marketing Implementation

75

Stage One

April:

Soft launch

Teaser creative

Program pointer

Stage Two

May – June:

Teaser announcements

June Program launch in paper

Campaign Launch

Key events ticket sales focus

Stage Three

July

Mass Market:

Major category and highlight event focus

Night Noodle Markets focus

Campaign maintenance

Niche audience:

Specific events within the program were promoted via targeted Facebook posts.


Communication Plan

76


Communication Plan

77


Communication Plan

78


A new creative hero was integrated into the existing creative for 2015 to revitalise the Festival brand running across all mediums, including website, press and signage etc. The creative concept, used on the program cover was developed by Fairfax Media’s in house studio and involves a series of illustrations depicting dining and food experiences within Good Food Month. This new piece of creative needed to be executed along with the three previous creative hero images of the salad, dessert and noodle execution. The focal point of each execution was deliberately chosen as a clever interpretation to communicate the key category offerings of Good Food Month:

■ 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 MARKETING CAMPAIGN ADVERTISING VALUE:

Marketing value and creative execution

79

Press: $446,084

GFM Program $651,600

Online: $998,000

Social: $19,530

Radio: $55,000

TV: $160,000

Outdoor $100,000

Partner promotion $50,000

Total: $2,480,214


82

Press Editorial integration of the Brisbane Times Good Food Month logo


Press

83


Press

84

All press advertisements were designed by the Fairfax Media art studio adapting the creative to specific categories and local markets (QLD).

Generic program pointers for Good Food Month started running from mid April across the Brisbane Times and The Sun-Herald Brisbane Mastheads in with the key message – “Good Food Month Returns”.

From April until the end of July press ads ran in The Sun-Herald 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. Each of the press ads made reference to specific events:

Event specific ads:

■ Let’s Do Lunch

■ Hat’s Off Dinners

■ Night Noodle Markets

Generic ads:

■ Good Food Month Returns

■ Festival highlights

■ Program pointer


Press

85

Official program

A 25 page Good Food Month program was

distributed within The Sun-Herald on June, 7, 2015.

This enabled us to distribute approximately 98,200 copies. The program launch was also supported with a major burst of radio, press and online marketing.

Copies of the program were distributed via event holders and at key Good Food Month and Brisbane Times events through June and July.


Press Schedule

86

Publication Section Ad Size Date Content Cost

Sun Herald 1/4 page strip 26-April Good Food Month Returns

$11,585

Sun Herald 1/4 page strip 29-April

Good Food Month Returns

$11,585

Sun Herald 1/4 page strip 30-April Good Food Month Returns

$11,585

Sun Herald Postcard 09-May Good Food Month Returns

$5,792.56

Sun Herald 1/4 page strip 16-May Good Food Month Returns

$11,585

Sun Herald 1/4 page strip 19-May

Good Food Month Returns

$11,585

Sun Herald 1/4 page strip 27-May Good Food Month Program Pointer

$11,585

Sun Herald 1/4 page strip 01-June Good Food Month Program Pointer $11,585

Sun Herald

1/4 page strip

02-June Good Food Month Program Pointer

$11,585

Sun Herald

1/4 page strip 03-June Good Food Month Program Pointer

$11,585

Sun Herald

1/4 page strip 04-June Good Food Month Program Pointer

$11,585

Sun Herald

Full Page 04-June Good Food Month Program Pointer

$46,340

AFR Half Page 04-June Good Food Month Program Pointer

$23,170

AFR Half Page 05-June Good Food Month Program Pointer

$23,170

Sun Herald 1/4 page strip 05-June Good Food Month Program Pointer

$11,585

Sun Herald 1/4 page strip 07-June Good Food Month Program Pointer

$11,585

Sun Herald 1/4 page strip 07-June Puff across the Front Page $23,000

Sun Herald Full Page 05-July Good Food Month Feature Events Highlights

$46,340

Sun Herald 1/4 page strip 22-July Good Food Month: Hats Off Dinners

$11,585

Sun Herald 1/4 page strip 23-July Good Food Month: Let’s Do Lunch

$11,585


$11,585


$11,585


$11,585


$11,585

Sun Herald 1/4 page strip 02-August Good Food Month: Let’s Do Lunch

$11,585


87

Regional Advertising Schedule

Beaudesert Times 1/4 page strip

Good Food Month $910.00







Fassifern Guardian 1/4 page strip

Good Food Month $1,005.50







Goondiwindi Argus 1/4 page strip








High Country Herald 1/4 page strip






Inglewood/Texas-McIntyre Gazette 1/4 page strip






Jimboomba Times 1/4 page strip






Longreach Leader 1/4 page strip Good Food Month $842.10



Moreton Border News 1/4 page strip Good Food Month $662.50



North West Star 1/4 page strip Good Food Month $1,182.30





88

Northern Services Courier 1/4 page strip








North QLD Register – AG 1/4 page strip






QLD Country Life – AG

1/4 page strip

Good Food Month

$2,458.00

QLD Country Life – AG 1/4 page strip






North West Country 1/4 page strip








Redland Times

1/4 page strip

Good Food Month

$787.16

Redland Times 1/4 page strip






Brisbane Good Food Guide

1/4 page strip

Good Food Month

$6,000.00



TOTAL VALUE

$446,084


Marketing Creative

89

Quarter Page Good Food Month Returns

Full Page Good Food Month Returns

Quarter Page Good Food Month Category specific


Online Marketing

90

In 2015, 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 brisbanetimes.com.au, goodfood.com.au in the following placements:

■ Homepage heroes ■ Major marketing tile (inaccessible to

advertisers – reaching high amount of eyeballs)

■ Web-tile advertising ■ Sidebar tiles ■ Shoestring

Brisbane Times Right Hand Side Tile

Homepage Heroes

Shoestring strap

MREC


Collateral

91

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

1x Night Noodle Markets

1 x Good Food Month Generic

Night Noodle Markets

Entry signage

Bar signage

Maps

General

Pull up banners with sponsor logos

Wing banners

Media boards

Decal

Postcards


Outdoor

92

Street Flags

25 x Good Food Month Street Flags were located in high traffic and foodie areas around Brisbane from July 9 - August 9.

Queen Street (Edward to Creek)

Adelaide/ Albert St Intersection

Eagle Street (Charlotte to Margaret)

Eagle Street (Outside 101 Eagle St)

Roma Street (Garrick to Makerston)

Bridge Banners

A new initiative for 2015 was securing 24 x Bridge Banner Flags along Victoria Bridge. This is the main thoroughfare from the CBD to South Bank, so a prime location to promote Night Noodle Markets from July 19 – August 9.

Fairfax Events I Good Food Month 2015 Fairfax Events I Good Food Month October 2013

94

South Bank Outdoor

Through Good Food Month’s partnership with South Bank, we were able to promote the Night Noodle Markets at prime locations around the South Bank vicinity.

Promotional opportunities include:

■ 10 x Cultural Forecourt Concreate Pillars, which were utilised for Night Noodle Markets directional signage and to promote the Brisbane Times social activation

■ Carpark LED screens

■ Boom gate signage

Boom gate signage


95

Social Media

Objectives

Increase brand awareness and engagement

Communicate full Festival offering

Drive various social media audiences to the Good Food Month website DATA taken from: June 1, 2015 – August 20, 2015

Facebook Likes From the start of June through to the end of August the Good Food Month Facebook page has increased in the number of likes. 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

Paid Posts

2015Average Daily New Likes

Daily: The number of new people who have liked your Page (Unique Users) 50 2014 Average Daily New Likes

Daily: The number of new people who have liked your Page (Unique Users) 24


Social Media

96


Social Media

97


Social Media

98


Social Media: Audience

99

Reach

Through organic reach, the average daily post engaged with over 560 engaged people and reaching over 1,764 people on a weekly basis.

Average Total Reach

Average Daily Total Reach – 35, 755 Average Daily Total Reach (organic) – 19, 071 Daily: The number of people who have seen any content associated with your Page. Average Weekly Total Reach - 33,922 Average Weekly Total Reach (organic)- 8,796 Weekly: The number of people who have seen any content associated with your Page. Average 28 Days Total Reach – 127, 069 Average 28 Days Total Reach (organic) - 29, 296 28 Days: The number of people who have seen any content associated with your Page. Year on year comparison – 2014 organic figures.

• Average Daily Total Reach: 2,287 • Average Weekly Total Reach: 13,646 • Average 28 Days Total Reach: 30,827


Social Media

100

Top Facebook Posts


Social Media

101


Social Media: Paid Campaign

102

A successful paid social media campaign was undertaken with the majority of the spend facebook as it is the best medium to encourage event attendance. Alongside the facebook ad sets we also boosted posts that would encourage more event attendance. This proved successful, as did the video promotion as it provided a great addition to the campaign to help build awareness.

Medium Clicks Impr. CTR

Facebook 14,437 733,584 0.02%

Video 40 29,817 0.13%

Programmatic 4,397 1,744,509 2.93%

Total 18,874 2,507,910 0.75%


103

Website Clicks Campaign

Ad Set Name Impressions Clicks CTR Post Engagement Asian Cuisine 154,145 7,309 4.74% 5,991

Chinese New Year 195,226 1,105 0.57% 815 Asian Culture 223,201 2,060 0.92% 1,516

Total 572,572 10,474 1.83% 8,322

Campaign Name Impressions Clicks CTR Post Engagement Post: "#Brisbane aspiring food writers and

bloggers..." 23,851 457 1.92% 229

Campaign Name Impressions Clicks CTR Post Engagement Post: "Discover the insider tips, tricks, techniques

and..." 27,923 336 1.20% 205

Campaign Name Impressions Clicks CTR Post Engagement Post: "Fried baby corn smoked salt, Native

Australian..." 7,427 274 3.69% 187

Campaign Name Impressions Clicks CTR Post Engagement Post: "Heading to the Night Noodle Markets?

Simply, snap..." 9,353 385 4.12% 276

Page Like Campaign

Ad Set Name Impressions Clicks CTR (Click-Through

Rate) Page Likes Foodies 19,179 418 2.18% 329 Lunch 23,167 684 2.95% 565

Wine Lovers 13,954 346 2.48% 285 Desserts 4,164 117 2.81% 85 Seafood 14,881 431 2.90% 361 Breakfast 17,113 515 3.01% 426

Total 92,458 2,511 2.72% 2,051

Line Item Impressions Clicks

Food - Afiinity 927,219 338

Brisbane GFM - 160x600 47,650 5

Brisbane GFM - 300x250 340,531 146

Brisbane GFM - 300x600 40,423 24

Brisbane GFM - 320x50 364,701 128

Brisbane GFM - 728x90 133,914 35

Food - Category 817,290 4,059

Brisbane GFM - 160x600 98,408 1,505

Brisbane GFM - 300x250 180,453 1,349

Brisbane GFM - 300x600 12,086 22

Brisbane GFM - 320x50 80,759 34

Brisbane GFM - 728x90 445,584 1,149

Grand Total 1,744,509 4,397


105

Website


Website

106

Website Statistics

There was a major burst of traffic on the Good Food Month website page during the month of June and July.

Statics taken from:

June 1, 2015 – August 31, 2015

Page Total Views 2015

Home Page 243,448

Night Noodle Markets 490,492

Program (download) 5,974

Let's Do Lunch

16,470

Let's Do Dessert 9,723

Feature Pages 23,820

Good Dinner Under $30 17, 229

The Ultimate High Tea 4,656

Breakfast Club 19,459

Hats Off Dinner 11, 263

World Dinners 8,965

Pop Ups 5,371

Instant Expert 2,843

Good Pub Grub 2, 196

Citi Benefits 10, 595

Bar Hop 5,672

Sunday Family Lunch 7,576

Drink Dine 2,187

Biota Dining 3,637

Talk Taste 3,434

Partner 1,579

Art and Food 2,769

FAQ 21,185


Website

107


Website

108


Website

109


Website

110


112

Database Communications

Date sent Email Title Opened % Opened Clicked % Clicked Clicked links within email

Thursday

04/06/2015

Father-Daughter Duo Neil & Josephine

Perry at Growers' Market Saturday | Good

Food Guide's People Choice | Brisbane

Good Food Month Program out Sunday

12, 015 23.5% 635 1.2%

51,188

Good Food Guide 57

Thursday

12/06/2015

Your chance to WIN a dream dinner at Rockpool

| Think.Eat.Save | Brisbane Good Food Month

starts July 9

13, 404 26.3% 4,564 8.9% 51,156 Recipients

OzHarvest 221

Citi Banner 30

Thursday

02/07/2015

Winter Warmers Growers' Market | Brisbane

Good Food Month Win a 5 Course Dinner at

GOMA

10,308 20.1% 1,273 2.5% 51,461 Recipients

Brisbane Marketing 67

Citi Banner 8

Darling Harbour 59

Wednesday

08/07/2015

Brisbane Good Food Month starts

tomorrow | Devour cookbooks like

chocolate ice-cream? Food Bloggers listen

up| Ben Shewry, Mark Best & more

10,963 21.3% 747 1.5% 51, 508 Recipients

Citi Banner 11

Coopers 144

Yalumba 73

Tuesday

14/07/2015

2 for 1 ticket offer to an Afternoon with the Stars

| Events not to be missed at Brisbane Good Food

Month | Your chance to WIN thanks to

OzHarvest

13,751 26.7% 1,177 2.3% 51,605 Recipients

Nova 8

Accor Hotels 27

Citi Banner 6

Tuesday

21/07/2015

Night Noodle Markets opens tomorrow night! |

Top 3 Good Food Month events to try this week

| Ride The Brisbane Wheel

15,078 25.0% 1,099 2.1% 51, 976 Recipients

Brisbane Marketing: Wheel of Brisbane 31

Citi Bank 52

Channel 7 66

Coopers 85

Yalumba 19

Citi Banner 8


113


Date sent Email Title Opened % Opened Clicked % Clicked Clicked links within email

Thursday

30/07/2015

August Growers' Market Pyrmont | Final 10

days of Brisbane Good Food Month | WIN a

Night at Noodles on us Brisbane!

10,563 19.6% 910 1.7% 54,122 Recipients

Diageo 308

Cathay Pacific 17

Citi Bank 15

OzHarvest 24

Thursday

04/08/2015

Brisbane Good Food Month final 5 days | Your

chance to WIN a trip to New York City 11, 330 21.1% 1,438 2.7% 53,969 Recipients

Citi Ad 37

Citi Banner 9

Discover Brisbane 50



114

Thursday 04.06.2015

Friday 12.06.2015



115



116



117


119

PR The national Good Food Month PR is executed by Liquid Ideas, who implement a campaign focussed on engaging trade and consumer media, and building awareness including event registration and attendance across the program. The following statistics capture PR that ran in association with Brisbane Good Food Month

Total pieces of coverage: 93

Total audience reach: 3,633,882

Key PR highlights across the campaign included:

Weekly stories across Good Food and The Sun-Herald

Three TV news segments at the Night Noodle Markets

Extensive coverage through digital media sources such as Concrete Playground, Urban List, My City Life, and multiple bloggers

* based on figures from Media Monitors


Appendix 08

120

01 Good Food Month Research


Fairfax Events

1 Darling Island Road, Pyrmont NSW 2009 Australia

www.goodfoodmonth.com

E [email protected]

brisbane good food month: event report 2015

Documents