EXPERIENTIAL, ENGAGEMENT, CONTENT, SOCIAL & DATA – LOWRY FOOD FESTIVAL

From 2014 to 2016, we have helped Peel’s marketing team curate, design, produce and deliver their food festivals. These food festivals have included their spring, summer & winter food festivals, and their Victorian markets. The aim of the festivals is to amplify the brand, promote the mall, attract footfall, and support annual sales. Our brief was to design and deliver the experiential marketing activity, focusing on consumers and data.

Approach

Aligned to the brand, event and brief, we designed, produced and delivered the experiential activity. The experiential activity was designed to engage consumers and capture specific data for marketing purposes. We designed the experiential campaign to create social content, engagement, data, marketing insights and more. Everything was designed and integrated to work together – to produce tangible results, and valuable RoI for the event. This approach ensured our client achieved significant results, helping them with their forthcoming marketing and sales plan.

Results

6000 consumers enjoyed the food festival, sampling food, drinks, music, entertainment, competitions, prizes and more. The consumers were engaged, entertained, and amazed – making their overall experience memorable and enjoyable. Consumers interacted with our experiential staff, entertainment, musicians and more – creating moments & memories. Our experiential and promotional staff (Brand Makers) captured over 500 data sets across the 3 days of the festival. Our social media manager ran 3 social channels – creating live content, engagement, interaction and event legacy. Our photographer produced specified content to support the social campaign and the press shots for the day. Overall, the food festivals are always a huge success, resulting in happy consumers, and a happy client.

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