Taste of london 2011 presentation


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Taste of london 2011 presentation

  1. 1. TASTE OF LONDON 2011 16 th – 19 th June, Regent’s Park
  2. 2. <ul><li>Foodie Heaven - A truly unique event where upmarket and knowledgeable ‘foodies’ come to sample stunning signature dishes from the latest, greatest and most exciting restaurants in London. Coupled with a sublime mix of quality food and drink brands as well as outstanding entertainment, all set in the beautiful surrounds of Regent’s Park. </li></ul><ul><li>Taste of London is now The World’s Greatest Restaurant Festival. </li></ul><ul><li>Taste Festivals have set a new benchmark for food and drink events worldwide. In 2011 there will be 12 Taste Festivals across the world all based on the flagship event, Taste of London. </li></ul>THE TASTE CONCEPT
  4. 4. <ul><li>50,000 visitors to a sell out show </li></ul><ul><li>Rick Stein and Heston Blumenthal made debut appearances </li></ul><ul><li>Taste of London generated massive TV and Radio coverage on </li></ul><ul><li>site including BBC Weather, BBC London Tonight and BBC News </li></ul><ul><li>The quality of the offering and effort put in by restaurants, </li></ul><ul><li>sponsors and exhibitors created what was widely regarded as </li></ul><ul><li>the best Taste of London yet! </li></ul><ul><li>Best In Taste Awards – Judged by Joe Warwick, Kate Spicer, </li></ul><ul><li>Charles Campion, Bill Knott and Tom Parker Bowles. Winners </li></ul><ul><li>were announced at the Gala Evening - </li></ul><ul><ul><li>1 st - Trinity - Pigs trotters </li></ul></ul><ul><ul><li>2 nd - Fino - Cochefrito suckling pig </li></ul></ul><ul><ul><li>3 rd - The Modern Pantry - Chermoula baked river trout </li></ul></ul>2010 HIGHLIGHTS
  5. 5. <ul><ul><li>Enjoy discovering and tasting new dishes and unusual ingredients </li></ul></ul><ul><ul><li>Care passionately about the food that they eat and where it has come from </li></ul></ul><ul><ul><li>Aged 25-54 </li></ul></ul><ul><ul><li>Value good quality food and are not particularly price sensitive </li></ul></ul><ul><ul><li>Are knowledgeable about food and drink and like to impress their friends with their ‘foodie’ insights </li></ul></ul><ul><ul><li>Enjoy eating at the best restaurants in the UK </li></ul></ul>TASTE OF LONDON VISITOR
  6. 6. VISITOR PROFILE <ul><li>50,000 visitors </li></ul><ul><li>62% Female : 38% Male </li></ul><ul><li>76% AB Audience </li></ul><ul><li>£66,751 Mean Household Income </li></ul><ul><li>Average age 35 </li></ul><ul><li>60% of visitors from Greater London and a further 25% from the South East </li></ul><ul><li>70% attend to taste the food </li></ul><ul><li>64% attend to have a good day out </li></ul><ul><li>Visitors spend an average of £30 in crowns and a further £37 in </li></ul><ul><li>sterling </li></ul>
  7. 7. THE TALENT
  8. 8. <ul><li>Benares </li></ul><ul><li>Bentleys Oyster Bar and Grill </li></ul><ul><li>The Cinnamon Club </li></ul><ul><li>Dinings </li></ul><ul><li>Fino </li></ul><ul><li>Launceston Place </li></ul><ul><li>Le Gavroche </li></ul><ul><li>L’Anima </li></ul><ul><li>Maze </li></ul><ul><li>Mennula </li></ul><ul><li>Odette’s </li></ul><ul><li>Trinity </li></ul><ul><li>Refettorio </li></ul><ul><li>Rhodes 24 </li></ul><ul><li>Theo Randall </li></ul><ul><li>Tom’s Kitchen </li></ul><ul><li>Yauatcha </li></ul>WORLD CLASS RESTAURANTS
  9. 9. <ul><li>As a Taste of London sponsor, your brand will be at the forefront of experiential marketing. </li></ul><ul><li>Tell us your objectives and we will provide you with a tailored opportunity that will deliver for your brand. </li></ul><ul><li>Taste of London sponsors in 2010 included: </li></ul>SPONSORSHIP
  10. 11. TASTE OF LONDON MARKETING <ul><li>The Taste of London promotional strategy is a three month marketing and PR campaign aimed at bringing key messages to life. </li></ul><ul><li>Utilising a raft of media to ensure quality and consistency the campaign is a mix of TV, print, online, direct mail, radio, leafleting, and extensive PR, all valued in excess of £3 million </li></ul><ul><li>ATL and BTL advertising worth £1million </li></ul><ul><li>1,000,000 postcards </li></ul><ul><li>100,000 Direct Mail activity </li></ul><ul><li>Adverts and media campaign which runs through titles such as: </li></ul><ul><li>The Times, The Sunday Times, Observer Food Monthly, Metro, Evening Standard, Delicious Magazine, Waitrose Kitchen </li></ul><ul><li>50,000 event guides and menu cards </li></ul><ul><li>Event website: </li></ul><ul><li>www.tastefestivals.com/london </li></ul><ul><li>. </li></ul>
  11. 12. Phase I Jan – March Phase II April Phase III May & June GENERATE BUZZ BUILD AWARENESS DRIVE TICKET SALES Direct Mail – Taste Fans Online Campaign/ Viral Offer Launch PR Partnership Offers Established Partnership Offers Direct & Online Ongoing Advertising Launch/Long Lead PR Outdoor Advertising Online Campaign Launch PR Newspaper Advertising Partnership Offers Restaurant Material & Collateral 1hr Drive Door Drop Distribution Comp Ticket Campaign Product Information Door Drop Distribution VIP Event
  12. 13. TASTE OF LONDON 2011 . <ul><li>Moving Forward – The World’s Best Restaurant Festival </li></ul><ul><li>The world’s best chefs </li></ul><ul><li>The world’s best restaurants </li></ul><ul><li>The world’s best festival </li></ul><ul><li>The world’s best food and drink brands </li></ul><ul><li>The world’s best foodie experience and inspiration </li></ul><ul><li>Attract the most foodies, most beautiful and most </li></ul><ul><li>influential people to be our visitors </li></ul>
  13. 14. REGIONAL TASTE EVENTS <ul><li>Venue: Inverleith Park </li></ul><ul><li>Dates: 3 RD – 5 TH June </li></ul><ul><li>Duration 3 days, 6 Sessions </li></ul><ul><li>Key Partners: Scottish Power, Waitrose, Peugeot, Laurent Perrier, Seafood Scotland, San Pellegrino </li></ul><ul><li>Taste of Edinburgh delivers: </li></ul><ul><ul><ul><li>22,500 visitors </li></ul></ul></ul><ul><ul><ul><li>£56,000 average household income </li></ul></ul></ul><ul><ul><ul><li>73% AB audience </li></ul></ul></ul><ul><ul><ul><li>62% female : 38% male </li></ul></ul></ul><ul><ul><ul><li>12 restaurants, including Scotland’s Michelin star restaurants </li></ul></ul></ul><ul><ul><ul><li>100 Exhibitors </li></ul></ul></ul>
  14. 15. REGIONAL TASTE EVENTS <ul><li>Venue: Canon Hill Park, Birmingham </li></ul><ul><li>Dates: 15 th – 17 th July 2011 </li></ul><ul><li>Key Partners: Heart of England FineFoods, Waitrose, Peugeot, Brindley Place, AEG </li></ul><ul><li>Taste of Birmingham delivers: </li></ul><ul><ul><ul><li>Licensed to Marketing Birmingham </li></ul></ul></ul><ul><ul><ul><li>15,000 visitors </li></ul></ul></ul><ul><ul><ul><li>£57,856 average household income </li></ul></ul></ul><ul><ul><ul><li>72% AB audience </li></ul></ul></ul><ul><ul><ul><li>57% female : 43% male </li></ul></ul></ul><ul><ul><ul><li>17 restaurants, including Birmingham’s three Michelin star restaurants. </li></ul></ul></ul><ul><ul><ul><li>Thursday night “Taste of Business” VIP networking event </li></ul></ul></ul>
  15. 16. Taste Calendar 2010 / 2011 Taste of Christmas 2010, 3 rd – 5 th December, ExCel London 30,000 expected footfall Taste of Edinburgh 2011, 3 rd – 5 th June, Inverleith Park, 22,500 expected footfall Taste of Dublin 2011 , 9 th – 12 th June, Iveagh Gardens, 25,000 expected footfall Taste of London 2011, 16 th – 19 th June, Regent’s Park, 50,000 expected footfall Taste of Birmingham 2011, 15 th – 17 th July, Cannon Hill Park, 15,000 expected footfall
  16. 17. TASTE OF LONDON 2011