ASSOCIATED EVENTS: get involved - 5-14 April 2019 - Tasting Australia
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ASSOC I ATED EVENTS: ge t i nvo lved 5–14 Apri l 2019
THE TASTING
AUSTRALIA STORY
5-14 April 2019
Tasting Australia is the country’s “most intriguing, engaging and surprising gastronomic festival” –
The Australian.
For 10 days there is an explosion of eating and drinking right across Adelaide and regional South
Australia. World’s Best Restaurant-listed chefs pop up in off-road wonderlands, the country’s leading
winemakers/brewers/distillers descend on the city in droves, and the heart of Adelaide comes alive with
the freshest flavours and ideas in one central feast; Tasting Australia offers an abundance of culinary
experiences like no other – and you’re the heartbeat of the story.
One of the country’s longest-running food and drink festivals, Tasting Australia showcases Adelaide and
its surrounding regions as a paradise of exciting talent, bold innovation, and above all, delicious food,
wine, beer and spirits.
This happens through the exciting and interactive experiences that only South Australian businesses can
offer our guests by hosting an event.
It is the perfect platform to show foodies and event lovers what you’re made of – and why they should
keep coming back – through possible media activity, marketing on Tasting Australia channels and by
showing them a great time.
Tasting Australia will be held from 5-14 April 2019, giving participating businesses two full weekends of
trade and events to take advantage of during the festival.
In 2018 the festival made waves by reaching new regions, boasting a strong line-up of international and
national chefs, hosting the inaugural Tasting Australia Spirit Awards, attracting more visitors than ever
before and impressing industry through the hugely successful Australian Tourism Exchange welcome
gala for 2300+ travel agents and tourism retailers.
In 2019, you can be part of that story – join the Tasting Australia team and let our audience discover you.
Watch our 2018 highlights here.
2
about ASSOCIATED EVENTS
Associated Events are an umbrella program - Each nominated event is assessed by Festival Director
independently hosted events that form part of the Simon Bryant and the event management team
broader Tasting Australia program. We encourage – acceptance into the program is not guaranteed
businesses to get involved and showcase their but event organisers will endeavour to work with
experiences to motivate people to travel to region or interested parties where possible to provide
allow them to discover a new side of their favourite opportunities to be involved. The Festival Director
Adelaide venues and products. This might be a dinner, assesses the applications based on three key corner
a tasting, a foraging experience or breakfast… the only stones of Tasting Australia:
limit is your imagination.
People – chefs, winemakers, producers, participants,
The most successful events in recent years have been distillers, brewers. The people that make the food and
experiential. Our audience wants to be immersed, beverage industry. Who you are and how you contribute
get their hands dirty and learn AND eat and drink to the food, beverage and culinary tourism market.
Australia’s best. We encourage you to offer guests the
Produce – a demonstration of best practice in the use
opportunity to get off the beaten track, experience
of South Australian and Australian produce.
hands-on classes around your kitchen table or give
them a tasting of food or drink they can’t try on any Place – telling the culinary tourism story of where you
other day. They want to be involved in something are from.
special that has never been offered before.
All Associated Events must take place during the
Tasting Australia (5-14 April 2019).
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creative team
Simon Bryant Jock Zonfrillo Cheong Liew
FESTIVAL DIRECTOR PROGRAMMING DIRECTOR PATRON
4
2018 overview
I0
DAYS
I56 3K 5K 4IK+
TICKETED
I N T E R N AT I O N A L
I N T E R S TAT E BED
EVENTS* GUESTS NIGHTS
GUESTS
*Of 156 ticketed events only 12 events were cancelled
In 2018 Tasting Australia – Adelaide’s premier ten-day eating and
drinking festival – was the biggest ever with 54,000 people visiting
the festival hub, Town Square, in Victoria Square.
Thousands of tickets were sold across the entire program, with growing
interest in regional events such as a two-day flour milling and baking
workshop and farm tours selling out well in advance of the festival.
The breadth of events – from lunches to tastings, dinners to tours,
celebrity guest appearances to hands-on masterclasses – were well
received by Tasting Australia guests who are hungry for an authentic
experience that heroes flavour, personality and informal excellence.
5
6/21/2018 The Advertiser, Saturday, April 14, 2018, pages from 117 to 117 6/5/2018 The Advertiser, Saturday, April 21, 2018, pages from 1 to 1
4/3/2018 The AGE, Tuesday, April 03, 2018, pages from 54 to 54
6/5/2018 The Australian, Tuesday, April 10, 2018, pages from 10 to 10
4/26/2018 The Advertiser, Wednesday, April 11, 2018, pages from 29 to 29
http://metros.smedia.com.au/theadvertiser/PrintPages.aspx?doc=NCADV/2018/04/21&from=1&to=1 1/1
http://todayspaper.smedia.com.au/theage/PrintPages.aspx?doc=AGE/2018/04/03&from=54&to=54 1/1
http://enews.smedia.com.au/theaustralian/PrintPages.aspx?doc=NCAUS/2018/04/10&from=10&to=10 1/1
http://metros.smedia.com.au/theadvertiser/PrintPages.aspx?doc=NCADV/2018/04/11&from=29&to=29 1/1
2018 Media Coverage
http://metros.smedia.com.au/theadvertiser/PrintPages.aspx?doc=NCADV/2018/04/14&from=117&to=117 1/1
In 2018 Tasting Australia
Feature on The World’s 50 Best
hosted approximately
Instagram feed with highlights
50 media across the festival, from academy chair Cemre Narin.
including 20 media from (10 posts gathered more than
interstate and overseas 15,000 likes and comments).
including a mix of press, This included a post from Karena
Armstrong’s Associated Event,
magazines, online, television
“Garden to Plate”.
and radio journalists.
$I3.8M I082 MEDIA ITEMS
39M R E AC H
20I8 generated about of coverage
the 2018 event 20I8
Tasting Australia featured in:
Sunrise Broadsheet
The Australian Woman’s Day
Gourmet Traveller ABC national radio evenings program
Good Food (The Age, Sydney Morning Herald) Sky News
Australian Financial Review Life and Leisure News Limited mastheads
Jetstar magazine The Upsider
Selector Magazine delicious Magazine “For people who
travel through the lens
of food, South Australia
is a hot spot right now. It
has a really good mojo.”
Kerrie McCallum –
editor-in-chief
of delicious magazine
6
Social Media Coverage
Public appetite for Tasting Australia content via digital platforms and social media channels is
growing steadily. The event speaks to a dedicated database of 25,000 people nationally and an
engaged audience of 20,300 on Instagram and 21,000 on Facebook.
Over the campaign website sessions increased by 40% on 2017 figures, with almost 85,000
sessions logged during the event and more than 270,000 over the entire campaign.
25,000
22,500
20,000
17,500
67K
15,000
12,500
F O L LOW E R S
10,000
TOTA L F O L LOW E R S 7,500
65% 5,000
INCREASE 2,500
0
2017 2018 2017 2018 2017 2018
34% 43% I43%
INCREASE INCREASE INCREASE
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BENEFITS FOR
ASSOCIATED EVENTS
Acceptance into the Tasting Australia program allows directly to the event holder, and likewise all
an Associated Event holder the right to use the costs associated with running the event remain
Tasting Australia trademark to market their event. the event holders responsibility.
They will also benefit from the overarching marketing
Tasting Australia is a platform to showcase your
and communications activities for the entire festival
product to a highly engaged and hungry audience –
and may receive additional support through various
draw on the authority and industry respect the
targeted digital, social and publicity campaigns. All
Tasting Australia brand has built over 20+ years;
ticket revenue from an Associate Event is passed on
this is your chance to take part.
Provide access Opportunity
to national and to collaborate PR and Marketing
international with other assistance
audience businesses
Platform to Be a part of
Inbound interstate
launch a new South Australia’s
and international
product, tour premium food and
media
or experience beverage festival
Activating to Inclusion on the
Inclusion in the
captive food and Tasting Australia
Tasting Australia 2019
beverage-loving website, e-newsletter,
printed program –
audience social media channels
distribution in
The Advertiser
Broadcast your statewide, plus
additional 40,000 Dedicated
brand to a wider
locally and interstate. contact person
audience
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How to get involved
he best events
T
are experiential
ave a unique
H Styles of previous events: Consider
1 selling point
ours: Walk,
T rt and culinary
A
Tasting
Australia
Collaborate with others
bike, car, Tastings
onsider school holidays,
C
ethos:
helicopter, forage, Masterclass
family involvement indigenous Eating People
CO N C E P T Produce
ero delicious food
H Breakfast, lunch Learning
and beverage or dinner Hands on Place
onsider weather
C
and seasonality
2 3 4
SUBMIT N OT I F I C AT I O N PAY M E N T O F
ONLINE OF AC C E P TA N C E
A P P L I C AT I O N AC C E P TA N C E FEE
Visit tastingaustralia.com.au Tasting Australia creative team will If accepted, a fee of $300 + GST
for more information and to review all applications and advise will be payable by the applicant.
complete your online application of acceptance into the program by It includes placement in Tasting
by Monday 10 September 2018. Friday 28 September 2018. Australia’s official program,
website, dedicated
marketing and PR campaign.
This is due by Friday 30
November. An invoice will be
issued for payment.
5
All associated event applicants are welcome to launch their events during Phase 1.
Please advise during the application process which phase you intend to use to launch.
PROGRAM
L AU N C H
I 2 3
DECEMBER JANUARY FEBRUARY
Pre-Christmas Online Printed Program
Online Launch program Launch
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key dates
Applications close: PROGRAM
Monday 10 September 2018 LAUNCH DATES
Notification of acceptance into
1: December 2018
program: Friday 28 September
2: January 2019
Acceptance fee payment due:
3: February 2019
Friday 30 November
Tasting Australia event dates: 5–14 April 2019
For support in your region, please contact your Regional Tourism Manager
Adelaide Hills Bill Nehmy bill@visitadelaidehills.com.au
Barossa Cathy Wills cathy@tourismbarossa.com.au
Clare Valley Amanda Redden cvtourism@yorkeandmidnorth.com.au
City of Adelaide Naomi Tyson N.Tyson@cityofadelaide.com.au
Eyre Peninsula Brad Riddle brad.riddle@rdawep.org.au
Fleurieu Peninsula Nat Kirby natk@rdahc.com.au
Flinders & Outback Ben Boothby tourism@rdafn.com.au
Kangaroo Island Kylie Bamfield kylie@tourkangarooisland.com.au
Limestone Coast Biddie Shearing tourismlc@lclga.sa.gov.au
Murray River, Lakes & Coorong Julie Bates jbates@rdamr.com.au
Riverland Caroline Phillips gm@destinationriverland.org.au
Yorke Peninsula Brooke Liebelt brooke.liebelt@yorkepeninsula.com.au
10Testimonials Asado Argentino
Asado Argentino Julie Peter, The Uraidla Hotel
“Our audience here in Uraidla love an event, and “The drama of the large beast on the open-fire
this one was a huge success. barbecue, which chef Mike Blake expertly cooked
and carved, was really special – it’s not something
“We like to get involved in events that promote
you see every day!
the country and the State, especially those of
high profile like Tasting Australia. “It was also wonderful for guests to explore
The Uraidla Hotel as we offer an unusual mix
“We saw the opportunity to create some theatre
of outdoor space, wide-ranging food and drinks
in flame-grilling an entire lamb over an open
plus a bakery attached to our premises where
fire. It was great to have the ‘parilla’ (grill) as the
we bake our own bread and brew our own
centrepiece of the day given the cooler conditions
beer. Those who attended Asado Argentino
of the Adelaide Hills, and our unique venue is the
were excited to return on another occasion to
perfect setting to build a sense of community
experience the full service our hotel can provide.
over a shared meal.
“We’re certainly keen to be involved in
Tasting Australia again – it could become
our signature ‘dish’!”
11Testimonials / continued
Paul Baker and Colin Fassnidge at A Tail of Two Swines
A Tail of Two Swines Paul Baker, Botanic Gardens Restaurant
“I love being part of this amazing festival which “We are always proud to show off this stunning
is the best in the country. state and hosting A Tail of Two Swines gave us
the capacity to market to new audiences, and
“For Tasting Australia 2018 we invited Colin
connect with like-minded chefs and producers with
Fassnidge from My Kitchen Rules and 4fourteen
whom the bonds still remain strong to this day.
to join our team at Botanic Gardens Restaurant
to create an unforgettable meal that heroed the “The response to our event was so strong that
not-so-humble pig. Colin and I had previously we decided to host an additional lunch on top
worked together through our involvement in of our programmed dinner for guests who
Porkstars, and we saw this as a great opportunity missed out on tickets.
to reprise our love of pork while showcasing our
“Without doubt we will be involved in Tasting
shared ‘nose-to-tail’ no waste philosophy.
Australia again – as soon as the current event
“Tasting Australia really allows you to create is finished we are looking at what we can do
experiences that people wouldn’t normally have the following year to drive interest among new
the opportunity to enjoy, and to see our guests guests and celebrate a different side of South
immersed in the food and the story of the Australia’s food story.”
ingredients was a real highlight.
12TOWN SQUARE VENDORS:
Town Square food vendor applications
will be coming soon. To register your interest,
please email tastingaustralia@sa.gov.au
For more information ON
ASSOCIATED EVENTS, please contact:
Madeline Burke | Event Coordinator
madeline.burke@sa.gov.au | (08) 8463 4585
TASTINGAUSTRALIA.COM.AU
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