// COVERAGE REACHED 8 MILLION CONSUMERS
// DELIVERED AN ROI OF SIX TIMES INVESTMENT
// 20 JOURNALISTS ATTENDED LAUNCH RECEPTION
OBJECTIVE
Launch a brand new consumer food show and help establish it as one of the key dates in the regional and speciality food calendar, attracting exhibitors and generating visitors.
SOLUTION
A high profile media relations campaign was implemented to generate the maximum coverage in all the key titles in the run up to the event. Interviews with the show’s celebrity chefs – Aldo Zilli, Lesley Walters and James Tanner, were set up with key nationals and broadcast media, and this was complemented by ‘what’s on’ coverage in all the leading food and lifestyle titles. Trade coverage focused on showcasing the event, its celebrity chef involvement and creating excitement around this ‘not to be missed’ event.
RESULTS
Extensive coverage was achieved from June to September in the run up to the show in titles from Daily Express, S Magazine, BBC Breakfast, BBC London, Evening Standard, London Lite to The Grocer and Caterer & Hotelkeeper. In total over £85,000 (EAV) of coverage was generated, reaching over 8 million consumers and delivering a six-times return on investment.