Alex Adams aka Ms Darlinghurst reveals how she turned her blog into a successful lifestyle and events business.

1. @MSDARLINGHURST
Alex Adams

2. eatdrinkplay.com
50,000+ UV/month
60k+ Instagram
(Syd, Melb, Bris)
Ms Darlinghurst
7k+ Instagram
6k+ Twitter
Secret Foodies
Hosted 250+ Events
15k+ Facebook
15k+ Instagram
Company Overview
We have a combined email database of 80,000+ unique subscribers
I believe in amplifying an experience both online and off.

3. What's blogging?
Started eatdrinkplay.com
Ms Darlinghurst was
born!
Hosted first Secret Foodies
Quit job YOLO!
Launched
Eat Drink Play Melb &
Secret Foodies Bris
Blog turned into a lifestyle website
with other trusted food writers
Things got serious- moved out of
my bedroom!
Launched Secret Foodies Melb
Launched Secret Foodies Private Events

5. NSW
80%
VIC
15%
Other
5%
65%35%
0%
10%
20%
30%
40%
50%
18-24 25-34 35-44 45-54 55-64 65+
90% Australia

6. “To succeed in business you need to
be original, but you also need to
understand what your customers
want.” — Richard Branson

7. 16 Unusual Date Ideas in Sydney
Sydney CBD Cheap Eats Guide
5 Must-Try Sydney Burgers (Sponsored Content)
Best Sydney Rooftop Bars
Untied Rooftop Bar
Appleton Estate Rum Cocktail Recipes
10 Best Late Night Kitchens in Sydney
Sydney's Best Private Dining Rooms
Cheap Eats Guide Newtown
Highest ranking articles over the last 12 months

8. Weekly in Syd
Fortnightly in Melb
80,000 subscribers
70,000 Syd
8,000 Melb
2,000 Bris
60% Mobile
Newsletter

9. Guides- "the best of..."
New restaurants
New bars
Cool events happening
Recipes
Competitions
Cool Sh*t- sploshing!
Well researched articles
Buying things!
When something has
been oversaturated
A fence sitter- they value
our strong opinion
What our readers...
LIKE DON'T LIKE

10. How DOES Eat Drink Play
Make Money?

11. Be clear with your expectations and objectives from the beginning
Agree to a timeline and content schedule
Quick turn around on edits and feedback
Dedicate some spend to boosting content
Trust us and our work
Ways to nail collaboration
Content Packages
Each brand is different and we tailor each content package based on budget and key
objectives for the brand.
A common package could include:
1 x original piece of content created on eatdrinkplay.com
1 x share on Facebook
1 x post on Instagram
1 x tile in weekly newsletter
1 x competition hosted (optional where applicable)
$ put towards boosting content

12. Examples of how we've worked
with brands in the past

15. What is Secret Foodies?

16. NSW
65%
VIC
15%
QLD
15%
OTHER
5%
70%30%
0%
10%
20%
30%
40%
50%
18-24 25-34 35-44 45-54 55-64 65+

18. How DOES Secret Foodies
Make Money?

19. Sydney, Melbourne
Brand- Media events, product launches
Private- birthdays, hens parties, catch ups, special occasions
Corporate- team building, entertaining clients, rewarding staff
Approx 1200ppl/year
Secret Foodies Private/Corporate Events
Secret Foodies Public Events
Sydney, Melbourne, Brisbane, Sunshine Coast
Approx 2000 ppl/year
Never do the same venue twice
New focus 1/month with multiple sittings
Always a different theme except for a few annual events - Christmas in July
Sponsorship and Brand Collaborations
Working with our existing calendar of events
Bespoke events included into our program especially for the brand

20. Examples of how we've worked
with brands in the past

25. Snapshot of Event:
Secret Foodies Progressive
Dining Competition
10ppl prize
Facilitate experience
Share competition
Increase entries through our
channel

26. Secret Foodies worked with Piper-Heidsieck in 2013 - 2015 to promote their
Champagne to our audience in Sydney and Melbourne.
We had to deliver 4 key messages:
1. Encourage people to BYO a bottle of Piper-Heidsieck to their next celebration
2. Highlight Piper-Heidsieck as an excellent food pairing beverage
3. Promote the heritage of Piper-Heidsieck, established in 1785
4. Encourage people to drink Piper-Heidsieck during Spring Carnival
Piper Heidsieck Champagne

31. Taste of the Barossa
Presenting partner
Sydney/Melbourne
Min 100ppl at each event
Supporting Content:
Facebook Live interview with Wine
Maker at the event
Instagram competition
Post event article on SF website
Interview with Wine Maker on EDP
Recipes from the event featured on
EDP
Facebook album
Snapshot of Event:

32. Ms Darlinghurst

34. Meetings for meetings
sake. I'm very precious with
my time and quick to make
thoughtful decision.
Being fake- I won't endorse
things I don't believe in.
Things I don't likeThing I like
Brands that can think
outside the square
People who have a "let's
get stuff done" attitude.
Brands with a story to tell.
Something I can genuinely
share with my audience.
Doing good business by
everyone.

35. What's next?
1. Build long term partnerships
2. Video content
3. Grow my audience
4. Push the creative boundaries

36. THANK YOU!