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Good Food Month

Good Food Month is Australia's largest food and drink festival series, annually engaging over two million participants across six cities. The flavour-packed, talent-filled programmes of each festival helps to shine a spotlight on the influential chefs and restaurants shaping Australia’s culinary scene.

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Brief.

Approaching its 20th anniversary in Sydney, Fairfax Events (Good Food Month’s parent company) approached Example to develop a robust brand and marketing strategy, new brand identity and to manage the festival’s launch to Australian media across three cities, all with the aim of driving increased footfall and ticket sales, and positioning the festival as a still-relevant and exciting part of Australia’s event calendar.

Idea.

Following a series of workshops, surveys and research, Example developed a brand strategy to help Fairfax Events best position its Good Food Month festival offering. A new brand identity for the 2017 event series in Sydney was developed, playing on a nostalgia theme as informed by the brand strategy. The ‘Re-Imagine October’ identity helped to firmly position the event as a stalwart on the Sydney calendar, while at the same time appealing to new audiences with a voice of authority. The ‘Re-Imagine’ identity also allowed for a variety of extensions and executions across the event programme, such as ‘Re-Visit’ and ‘Re-Create, and enabled Fairfax Events to extend its use to other cities’.

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 Visual identities were then developed for the master Sydney Good Food Month 2017 festival, with connected extensions created for sub-events including Night Noodle Markets and Let’s Do Lunch. Example then worked with Fairfax Events on all campaign and promotional creative, including a new website design, while simultaneously developing a festival marketing strategy and plan to promote the event series via owned, earned and paid channels.

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Execution.

Example’s final remit was to launch Sydney Good Food Month 2017 to media, and manage all public relations for the event series across Sydney (2017 & 2018) including Sydney Night Noodle Markets, Melbourne Good Food Month and Night Noodle Markets (2018), and Canberra Good Food Month (2018). Leveraging strategic insights and Example’s strong collaborative relationship with Fairfax, the public relations approach ensured a momentum of coverage in the lead-up to, during and after each event. This approach helped to not only raise awareness and drive interest and ticket sales, but also to build and strengthen the proposition of each event brand.

$M+
EARNED MEDIA VALUE
s
OF SOLD OUT EVENTS
$K+
WORTH OF MEDIA PARTNERSHIPS
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