Marketing plan guideline
PR and marketing company Spice and Soul, has a two phase campaign aimed directly at our target audience and in the past few years have secured the following appearances …
Spice and Soul completed a successful campaign with a total media value of over $1,000,000 each year.
-Gold Logie winner Chrissie Swan televised a 4 minute segment from Paris to Provence interviewing Shannon Bennett on ‘the Circle’ (2010)
With a further TV audience reach of 1,072, 934 people for the following:
-Live weather cross with Mike Larkan, for Channel 10 news on the Friday opening night ( 2011,2013)
-Live broadcast with “The Project” (2011,2012,2013)
-Channel 31 – What’s on in Melbourne with voiceovers and images
-News snippet on networks 7,9 and 10.
-SUNRISE on channel 7. Five live broadcasts from Como House & Garden during the setup phase (2013)
-Paris to Provence as 'special guest' on WAKE UP on channel 10 including a snail eating race (2013)
-FOX FM featured 18 x 10 liners over a 5 day period in the immediate lead up to the festival and also ran on online competition featuring major and minor prizes (2011, 2013).
-MIX 101.1 featured 10 days of a competition on Chrissie & Jane in the morning. Each morning Chrissie and Jane would host a “That’s French if you don’t hardly mind” game, and a caller each time went into the draw to win a TRIP FOR 2 to France announced on day 10 of the contest.
-ABC 774 breakfast, with live interview from Pierrick Boyer
-Gold 104, Grubby & Dee Dee mentioned 4 times over the actual weekend
-On air live interview with Glen Ridge, 1377am (2013)
Paris to Provence received great editorial coverage including:
The Saturday Age
The Age ( various segments including Epicure )
The Australian financial review
The Sunday Age
The Progress Leader
The Stonnington Leader
The Herald Sun
Excellent coverage on both a local and national level. Editorial includes:
The Age Melbourne magazine
Qantas – The Australian Way
Australian Good Food & Travel
French provincial magazine ( an exclusive 3 page spread )
Melbourne Weekly ( Feature on festival, including interview/picture)
The Sunday Age M Magazine
Website and e-marketing
We have a year round Website—www.paristoprovence.com.au—generating well over 50,000 hits in the past 12 months with 75% of those hits in the month prior to the festival. The website is updated daily in the lead up and includes a wide variety of up to date information about the festival, its sponsors, and exhibitors, and is featured on all appropriate media promotion and publicity.
Visitors can pre book tickets to the festival directly via the website as well as access direct links back to participating exhibitors and sponsors.
Driven by social media (facebook & twitter) promotions and e-newsletters, we have a database of over 18,000 interested Francophones & Francophiles. We will be sending them a pre-festival announcement of dates as well as official partners, competitions and schedule of events.
During the six-week short lead period, we will send an additional two announcements to the list, highlighting different aspects of the festival, inviting them to participate in the various online promotions and activities in the lead-up, and featuring some French recipes, facts on France and info on the sponsors.
For several weeks prior to the festival, and running through the festival, Como house and gardens fence is adorned in French bunting flags aswell as a large canvas banner advertising dates. During that period, the festival will be advertised on various real estate boards throughout the councils including, but not limited to Stonnington and Boroondara.
Direct Marketing Posters / Postcards / Letterbox drop
In the 5 weeks prior the festival 30,000 postcards and 200 posters are distributed through participating retail and commercial spaces, french themed restaurants and café’s and targeted suburb letterboxes.