Tastings on Hastings 2014

Posted on 5th January, 2015 | Comments Off on Tastings on Hastings 2014

Tastings on Hastings 2014

The Brief

The Tastings on Hastings is a celebration of the people, produce and natural beauty of the Greater Port Macquarie region and surrounds. It focuses on the farmers, wine makers, brewers, chefs, restaurants and cafes that combine to offer a unique ‘foodie’ experience to travellers on the Mid North Coast of NSW.

The main event, a major food and wine festival held in the centre of this thriving town overlooking the Hastings River featuring more than 100 exhibitors, live entertainment, cooking demonstrations by leading local and international chefs.

Our job was to provide event marketing services for the 2014 Tastings on Hastings event with a focus on developing a strong digital strategy and communities.

The Action

We firstly developed an event marketing plan which provided us with an overview of the objectives, stakeholders, strategy and recommended marketing tactics.

Digital Marketing tactics were central to the event marketing strategy for Tastings on Hastings with an emphasis on building social media audiences, driving engagement, and encourage online word of mouth.

rsz_toh-2014-postcard-lou-perriBoth offline and online marketing tactics were used to drive people online to the Tastings website, social media competitions and to encourage email subscription to create more direct marketing opportunities.

The theme for Tastings on Hastings 2014 was Our Story, Our Soul, Our Food. By sharing the stories of some of our region’s most passionate foodies we embraced and celebrated the multicultural in?uences within our community and hailed our heritage to discover what has in?uenced our cooking styles and made us the region we are today.

 

ToH 2014 billboard

The Result

The 2014 Tastings on Hastings event hit a new high with a record crowd of more than 17,000 attending the event.

The Facebook page reached over 40,000 people in the week leading up to the event and has a community of over 3,000 passionate event supporters up from just over 750 from the year before. This year we introduced an Instagram page for the event which we built a foundation of 300 followers within a 6 month period. We were successful in creating an email database by encouraging patrons to subscribe to our event news updates as much as possible.

The Testimonial

I had the absolute pleasure of working alongside Jane Hillsdon from Dragonfly Marketing on Tastings on Hastings 2014. As the Event Coordinator contracted by Port Macquarie-Hastings Council, I was recommended by a colleague that I consider Dragonfly Marketing to oversee the marketing of the event. That recommendation could not have been any more welcomed, it was the perfect alignment of minds and focus.

Jane’s ability to deliver a quality professional service to our strict timeframe was amazing. I at all times found Jane’s drive, enthusiasm, work ethic and community focus infectious.

The marketing campaign was extensive and detailed with our postcard series highlighting 12 local identities from our ‘foodie’ community. Jane undertook compiling the 12 individual stories and brought to life such a beautiful element of our marketing campaign. She worked alongside our media partners to develop a very successful and extensive print, TV and radio campaign.

When we commenced work on the project we had minimal Facebook activation and from that initial time to the actual event date, we engaged with over 40,000 people in one week and built the Instagram page to close to 300 followers. Her involvement has been pivotal in the success and how the public engaged with the event.

Jane’s involvement as one of the core members of the team behind Tastings on Hastings was instrumental in the success of the event which attracted record crowds.

Having worked for 7 months on the project closely with Jane I am already looking forward as to how we can continue our working relationship. I am so thankful for that initial introduction to Jane and her business. She is a dynamo with the hugest heart, warming of smiles and amazing mind for business. I have no hesitation in recommending Jane Hillsdon and Dragonfly Marketing. A phenomenal woman with such an amazing eye for detail and strength of character.

Necia Waghorn, Event Coordinator, Tastings on Hastings

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