Agency: Ultimate Media
The Big Idea
The Good Food and Wine Show is South Africa’s premier food, wine and lifestyle exhibition. It attracts some of the world’s top chefs as well as South Africans intent on experiencing the very best the culinary world has to offer.
Objective: increase footfall on the previous year for the 2011 Cape Town, Durban and Johannesburg shows.
What we had in armoury was an array of the world’s finest chefs, celebrities who were already household names in South African living rooms. Gordon Ramsay and Heston Blumenthal to name but two. Celebrities that radio stations wanted to talk to.
The Good Food & Wine Show radio campaign was planned in exactly this way. A certain amount of spend was committed upfront but with it came the carrots of Heston Blumenthal hosting a demonstration with CapeTalk listeners or Gordon Ramsay sautéing onions with Darren Simpson and the rest of the Breakfast Xpress team live on 94.7 Highveld Stereo.
“This has been a great partnership which has ensured excellent on air packages, great barter exchanges, interviews and live crossings.
Louise Cashmore – Marketing Director. Gourmet SA
Too often the leveraging or PR aspect of a radio campaign is an afterthought, so co-ordinate your advertising and PR efforts.
A simple brainstorming session between media agency, Account Executive and Programme Manager right upfront will open up leveraging opportunities which won’t impact negatively on a producer/ programme manager’s imperative of creating great programming. Back to Case Studies – Beyond the 30″