NSW Food & Wine Festival

February 7- March 1, 2015

Why be part of NSW

Food & Wine Festival?

• 2015 is the 8th year of this state-wide event

• 44,000 people attended festival events in 2014

• The full NSW Food & Wine Festival program highlights excellence in Sydney and

regional NSW food and wine – businesses, growers and industry professionals

• The festival marks a successful collaboration between The Sydney Morning Herald and

the NSW Wine Industry Association, with the support of the NSW government and the

Herald‟s acclaimed Good Food and Good Food Guide brands, in print and on-line at

goodfood.com.au.

• The Festival launch brings together winemakers, food producers, chefs, sommeliers,

restaurant/hospitality professionals, media and government, stakeholders.

Who can take part in the Festival program?

• Restaurants, cafes, food and drinks businesses, providores.

• Farmers, artisan food producers, regional food groups.

• Wineries and winemakers.

• Sommeliers, drinks experts, bars.

• Regional tourism bodies

• Regional wine associations

February 07 – March 01

Restaurants, bars, cafes, food businesses, artisan producers and wineries offer a series of special

events, for NSW Food and Wine Festival only. All winery partners of the festival are invited to join in

by teaming up with a top-selling premise or new recruit to offer customers a unique experience or

special offer.

LUNCH WITH NSW WINE, DINE WITH NSW WINE (Major winery partners)

Local produce menus paired with a selected NSW wine at Good Food Guide ranked restaurants

across Sydney and regional NSW.

TOUR THE REGIONS – Sydney Metro (Major winery partners)

Sydney‟s hatted Good Food Guide restaurants host one-off celebrations of regional produce, with

guest appearances by some of the state‟s top winemakers.

TOUR THE REGIONS - Regional (All participating wineries)

Regional Good Food Guide restaurants create one-off showcase events with local winemakers. The

opportunity exists to add on tourism packages (winery tour, accommodation, dinner and brunch etc).

Food & Wine Program

STICKY AND SWEET (All participating wineries)

Discover the latest trends in dessert, matched with a NSW dessert wine.

SPARKLING BRUNCHES AND HIGH TEAS (All participating wineries)

Sip a glass of NSW sparkling wine with a beautiful weekend brunch.

SNACKS AND STREET FOOD (All participating wineries)

Fast fare at bars and casual diners, featuring NSW regional produce and wine.

SPOTLIGHT ON THE STATE (All participating wineries)

Tastings, matchings, meet the producers evenings at leading Sydney and regional NSW

restaurants, bars and cafes.

THE 5 x 4 RISING STARS DINNER

Five young chefs, five producers, five sommeliers, five young winemakers... Peer into the

future of NSW food and wine.

GOOD WINE DINNERS UNDER $50 (All participating wineries)

Winemakers show off some wallet-friendly drops, matched with delicious value for money

menus. (minimum of two courses with wine).

Registration available to ALL NSW F&W Festival participating wineries

Food & Wine Program cont.

TASTE THE REGIONS - NEW (All participating wineries)

Showcasing the best of the state with tours of the food producers, micro-breweries, coffee-

roasters, tea-growers, wineries (and much more) in regional NSW.

NEW MOON BANQUETS - NEW (All participating wineries)

Our best restaurants host a one-off Lunar New Year banquet (on one or several nights) -

featuring fine NSW produce and drinks as part of the menu. These can be Asian-inspired

restaurants or even hatted/Good Food Guide establishments creating a special menu to

see in the new moon

Food & Wine Program cont.

Marketing

NSW Wine StrategyOBJECTIVES:

NSW Promotion

• Increase sales of NSW wine in NSW

• To promote quality and diversity of NSW wine

• Build awareness of NSW Wine brands and regions

• To boost Sydney/NSW‟s profile as a global food-and-wine and fine-dining

destination and to explore and exploit flow-on tourism growth/marketing/

opportunities

WINE TOURISM:

• Increase awareness of NSW wine regions/destinations

• Promote visitation to NSW Wine regions through marketing program including

“Flagship Events”.

As a “Flagship Event” the NSW Food & Wine Festival event objectives are:

• Position Sydney Cellar Door as a major „country to city‟ event

• To further build NSW wine sales in Sydney establishments (leading restaurants,

leading bars)

• To integrate quality NSW produce wine and food into NSW Food & Wine

Festival events, including Sydney Cellar Door and regional events

Logo

Website

Key Marketing Activities Official Festival program: Spectrum, SMH January 24

Editorial opportunities across Fairfax Media publications – Sydney Morning Herald, Canberra Times, regional newspapers

Press ads in The Sydney Morning Herald from December, increasing thru January and February

Press ads in the Good Food section during January and February

Press ads in Spectrum section during January and February

Outdoor street flags – approximately 200 in the CBD surrounding the Sydney Cellar Door event

FM radio partner – Smooth FM; AM radio partner – 2UE promotions to increase awareness of the festival

Promotions to Foodie News database 40,000 +

On-line activity at nswfoodandwinefestival.com.au, smh.com.au, goodfood.com.au and third-party/partner avenues

Social media – dedicated Facebook and Twitter campaign to promote the event. Join the conversation!

In 2014 Fairfax Events delivered a

combined total marketing and PR

campaign to the value of over $4

million

SOURCE: Media Monitors

2014 Marketing Campaign

PR & Editorial We will be working closely with PR Company Liquid Ideas in 2015, to deliver

focused editorial across the Fairfax Media network and beyond.

The Sydney Morning Herald and Good Food will play core roles with The Age,

Canberra Times, Brisbane Times and WA Today also featuring the event.

Social media will also remain a key part of networking and engagement for NSW

Food & Wine Festival and we will be transitioning the audience we already have

from Good Food Month as a foundation for this.

Facebook, Twitter and Instagram will feature prominently.

Facebook/nswfood&winefestival @nswfood&winefestival

#nswfood&winefestival

@nswfood&winefestival

#nswfood&winefestival

Social Media

Deadlines

Please email nswfoodandwine@smh.com.au with any further enquiries you

may have

Thurs 23 October Expressions of interest open for Sydney Cellar Door and full Festival event program

Sunday 28 December Event registrations close

Saturday 24 January Program published

Thursday 5 February NSW Food and Wine Festival Launch Party

Saturday February 7-March 1 Tour the Regions Dinners (in Sydney restaurants)

Saturday February 7 NSW Food & Wine Festival Growers‟ Market, Pyrmont Bay Park

Friday February 27, 28 & March 1 Sydney Cellar Door