Riverland Wine & Food Festival
Case Study
Purple Giraffe builds strategies with the audience and stakeholders in mind to make it as easy as possible for them to engage and achieve necessary outcomes on a limited budget
Project overview
Since 2017 Purple Giraffe has been involved in various aspects of the marketing and promotion of the event including website, social media, communications and PR.
The clear objective of Purple Giraffe’s work with the Riverland Wine & Food Festival (RWFF) has been to:
- build awareness about the event amongst the target audience
- promote and grow ticket sales, increasing attendance by regional, intra and interstate visitors
- deliver benefits to the sponsors and vendors
- communicate key messages and event information prior to, on, and post event day
Purple Giraffe collaborate directly with RWFF, event managers, event participants and vendors as well as sponsors and media partners to implement the media and communications strategy including:
- advertising and media partnerships
- PR activity
- website and social media activity (including tagging and hashtags)
- influencer and third-party activity
- competitions
In 2020, Purple Giraffe introduced an entirely new event format and successfully delivered the event for the social and economic benefit of the region at a time when most other in-person events were cancelled.
Outcomes
In 2018 and 2019 the RWFF has attracted sell-out and near-capacity crowds, with 2300–2500 people attending the event. In 2020 the new event format still attracted more than 1800 participants.
Event organisers estimate that each year the RWFF delivers more than $1 million of economic benefit to the Riverland region, as well as contributing significantly to brand Riverland.
Purple Giraffe has managed the marketing and PR strategy (including digital activity and social media management) to deliver on the required outcomes and contribute to the overall success of the event.
Performance has always been positive across all social media platforms with growth in audience numbers, reach and engagement.
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