Now that the dust has settled after the 2019 Gourmet Escape, the event organisers have shared the festival highlights with MRBTA which are worth noting for your business marketing efforts in 2020.
Attendees
- A total of 10,089 guests attended the Gourmet Village and 4,277 attended satellite events
- 73% of attendees were female, and 27% were male
Activations at the Festival
- Visiting culinary and wine talent that attended Gourmet Escape were provided with an array of different experiences to take part in within the region. Some of these activities included whale watching, jet skiing, exploring the local beaches and rock pools, surfing, wine-tasting, horse riding, yoga, and massage
- Over 55 media were in attendance at the festival from 12 different countries including USA, Singapore, China and Japan
- Over 30 pieces of media coverage highlighted the event across print, broadcast and online outlets with a reach in excess of over 33.5 million. Key outlets include The New York Times, The Straits Times, CBN Online, GQ, Prestige , Expat Living, Business Insider Singapore, Lonely Planet and more
- Activity with Travel Partners offering holiday packages with flights and accommodation including Blue Travel, Dynasty Travel, Qantas holidays, Southern World, Flight Centre, and Your Margaret River Region
- US Feature in Curtis Stone’s TV Show “Field Trip with Curtis Stone” with 15” Gourmet Escape adverts running throughout the whole season on PBS
- Key media partnerships included those with Seven West Media (nationwide TV, Sunrise Weather Cross and digital TV advertising, plus a four page Gourmet Escape guide in the West Australian), SBS Food (TV advertising), Masterchef Watch’N’Win competition with TWA) and Nova
- An extensive PR campaign across key food, travel, family and lifestyle publications saw significant reach across Australia. National highlights included various dedicated articles in Broadsheet and Concrete Playground about Western Australia Gourmet Escape, The Australian, Sydney Morning Herald and a front page interview with David Chang in Good Food
- Other national activity included Virgin Australia seatback advertising and a series of ‘Journey to Gourmet Escape’ dinners in Sydney and Melbourne, showcasing Gourmet Escape talent, WA produce and WA wines
Influencers
- Three influencers took part in the festival. Donna Nguyen (259k followers) promoted in the lead up to the event, Rayne Embley (26k followers) promoted a ticket giveaway, and participating chef influencers such as Marco Pierre White and David Chang shared posts of the event.
Gourmet Escape Targeted Margaret River Marketing
- Travel Partner feature on the Gourmet Escape website & preferred travel provider status
- Visitor Information section on the Gourmet Escape website (call to action margaretriver.com)
- Promotion of Your Margaret River Region’s podcast, Wine Unearthed. Shared on Gourmet Escape website
- Inclusion of # margaretriver on relevant social posts
- Your Margaret River Region Magazine provided in VIP driver cars