Client: Port Macquarie Hasting Council – Tastings On Hastings

How we helped:

Event Marketing, Event Actitation, Social Media Advertising and Community Management and Content Creation.

The Brief

Celebrating its 13th year, the Tastings on Hastings festival is the Mid North Coast’s largest food and wine festival. Consisting of three action packed days of culinary celebrations, this event ignites all the senses with a smorgasbord of offerings including a night time festival, celebrity chef dinners, cooking demonstrations, masterclasses and the popular main event.

Our brief was to promote this event locally on the Mid North Coast with the goal of exceeding the previous year’s attendance of 17,000 people.

The Strategy

To build and implement an integrated campaign that leveraged social media marketing, word of mouth and exhibitor and sponsorship content in order to build an engaged and informed local audience leading up tothe event weekend.

The Tactics

With a limited budget we defined which touchpoints we could use effectively to communicate with the local community in the six months leading up to the event.

  • 15 sec radio schedule including Celebrity Chef interviews
  • Print advertising including front cover if Port Macquarie FOCUS magazine3
  • Email marketing with regular updates, event schedules, exhibitor profiles and invitations to event database
  • Exhibitor and Sponsor social marketing training and email automation to maximize amplification through extended local audiences
  • Social media organic and paid advertising – included features such as Facebook live stream and Instagram stories.

 

The Results

Attendance

20,000 people attended the Tastings on Hastings 2016 event.

Social Media

In the month leading up to Tastings we achieved a reach on Facebook of 181,668 and 26,217 on Instagram. Our engagement on Facebook was 17,947 which is close to 10%. This is an excellent result. The average engagement on a Facebook page generally sits around 1-2%. Our engagement on Instagram was 2,917 which is about 11%. Again – excellent.

Website

Our website traffic was 7,965 for the month of October which is about 4 x more hits than the previous month of September. Goes to show how important it is to have a website that contains all the information about the event – people will use it! This is also a very important figure for us as we laden the site with our sponsors logos – so it’s great to be able to show them this amount of traffic has

been exposed to their brand.

Exhibitor Marketing

Our exhibitor survey showed that 90% of exhibitors believed the event to be marketed well. 70% of exhibitors promoted their participation in the festival in the lead up to the event and 100% of those who promoted their participation used Facebook to do so. 70% of exhibitors also used social media during the event to promote their participation

 

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