ASSOCIATED EVENTS: JOIN THE - Tasting Australia
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29 APRIL—8 MAY 2022
ASSOCIATED
EVENTS:
JOIN THE
PROGRAM
KEY DATES
APPLICATIONS CLOSE:
Wednesday 27 October 2021
Applications submitted after this date attract $1000 late fee
ACCEPTANCE ADVISED:
Wednesday 3 November 2021
WEBSITE COPY SENT FOR APPROVAL:
Wednesday 17 November 2021
WEBSITE COPY APPROVAL AND PAYMENT DUE:
Friday 19 November 2021
PRINTED PROGRAM COPY SENT FOR APPROVAL:
Tuesday 7 December 2021
ONLINE PRE-CHRISTMAS LAUNCH:
Tuesday 7 December 2021
PRINTED PROGRAM COPY APPROVAL DUE:
Friday 10 December 2021
PRINTED PROGRAM LAUNCH:
Saturday 26 February 2022
2
*Dates subject to change.
“TASTING AUSTRALIA IS THE
THE TASTING AUSTRALIA STORY
COUNTRY’S MOST INTRIGUING,
ENGAGING AND SURPRISING
GASTRONOMIC FESTIVAL”
– THE AUSTRALIAN.
For more than two decades Tasting Australia presented by RAA Travel has served up
innovative events and indulgent adventures. It celebrates the delicious possibilities
of eating and drinking, always inviting guests to discover what’s new on the menu.
This annual autumn festival showcases the nation’s best alongside home-grown
heroes—chefs, winemakers, distillers, producers, restaurateurs and more—delivering
a full-bodied, locally grown offering that draws widespread acclaim.
Our vision for Tasting Australia is to inspire national and international visitors, chefs,
producers, media, and buyers to visit South Australia while remaining relevant and
appealing to locals. We want the festival’s audience to feel constantly curious about
what it will deliver next and compelled to join the fun rather than risk missing out.
Magic happens when top talent and local produce converge. Tasting Australia takes
the best of South Australia to the world through innovative, creative, and thought-
provoking programming and unique culinary tourism experiences.
TASTING AUSTRALIA IS THE PERFECT PLATFORM TO SHOW FOODIES
AND EVENT LOVERS WHAT YOU’RE MADE OF AND WHY THEY SHOULD
KEEP COMING BACK.
In 2022, Tasting Australia will take place over ten days and two weekends
(29 April—8 May 2022), with events held across metropolitan Adelaide and
regional South Australia. We want you to be part of the Tasting Australia story in
2022—join the Tasting Australia program and let our audience discover you.
2021 OVERVIEW
In 2021, the 10-day celebration of eating and drinking attracted over 53,000 visitors
to the festival hub, Town Square in Victoria Square/Tarntanyangga, with more than
90 Tasting Australia events sold out across Adelaide and regional South Australia.
South Australia’s beautifully unique food and beverages shone at more than 140 events
in 11 regions, supporting and utilising almost 200 local South Australian businesses
during the 2021 event.
Tasting Australia 2021 supported the local hospitality industry after a year like no other,
amid the significant challenges presented by COVID-19.
There was a real sense of pride among everyone involved in the 2021 festival, which
showcased the world-class culinary and tourism experiences South Australia is
renowned for.
Each year, we continue to invite guests to explore, to discover something new and to
support our community of passionate producers. 3
Associated Events are an umbrella program—independently-hosted events that form part
ABOUT ASSOCIATED EVENTS
of the broader Tasting Australia program. We encourage businesses to get involved and
showcase their experiences to motivate people to travel to region or allow them to discover
a new side of their favourite South Australian venues and products. This might be a
dinner, a tasting, a foraging experience, or breakfast… the only limit is your imagination.
The most successful events in recent years have been experiential. Our audience wants
to be immersed—they want to learn, eat, drink, watch and make.
We encourage you to offer guests the opportunity to get off the beaten track, experience
hands-on classes around your kitchen table or give them a tasting of food or drink they
can’t try on any other day. They want to be involved in something special that has never
been offered before.
Each nominated event is assessed by the Creative Team and the event management
team—acceptance into the program is not guaranteed but event organisers will endeavour
to work with interested parties where possible to provide opportunities to be involved.
ALL ASSOCIATED EVENTS MUST TAKE PLACE DURING TASTING
AUSTRALIA (29 APRIL—8 MAY)
THE CREATIVE TEAM ASSESSES THE APPLICATIONS BASED ON THREE KEY CORNER
STONES OF TASTING AUSTRALIA:
PEOPLE—chefs, winemakers, PRODUCE—a demonstration PLACE—telling the culinary
producers, participants, distillers, of best practice in the use tourism story of where you
brewers. The people that make the of South Australian and are from.
food and beverage industry. Who Australian produce.
you are and how you contribute to
the food, beverage, and culinary
tourism market.
4
Hungry for a seat at the table
Sunday Mail Adelaide, Adelaide
Page 1 of 1
2021 MEDIA COVERAGE
Hungry
for a seat at
the table
Business development manager Kasia
Wojtaszek with head chef Gabriele
Pezzimenti on the Merrymaker Rooftop Bar
at the new Hotel Indigo . Picture: Matt Turner
ANTIMO IANNELLA
FOODIES are hungry for the return of events, which includes a Beer and event – and attracted more than 6200
next month’s Tasting Australia, with Brunch at the Merrymaker Rooftop interstate and 5000 overseas visitors.
ticket sales surging and organisers Bar in the new Hotel Indigo Adelaide. TASTINGAUSTRALIA.COM.AU
looking to expand the program to cater More sessions were now being DELICIOUS.SA PAGE 79
for demand. added to existing events, including an
Twice delayed due to the COVID-19 additional six to the festival’s intimate
pandemic, the popular food and drink Tasting Table series. “Demand’s been
festival will return from April 30 to really strong across all our events to the
May 9, after a one-year hiatus, with a point where we’ve set up wait lists and
strong focus on SA produce and several we’re looking at how we can try and
high-profile interstate chefs, led by the find the right events for those people,”
event’s new food curator, Three Blue she said. “Obviously we didn’t get to
Ducks’ Darren Robertson. hold our event last year and people are
Events South Australia executive ready to be out and about.”
director Hitaf Rasheed said ticket sales Tasting Australia 2019 generated a
were up 30 per cent on the same time gross spend of $5.4 million for the state
last year across the festival’s 140-plus – the highest ever recorded for the
Licensed by Copyright Agency. You may only copy or communicate this work with a licence.
“THREE THINGS GO THROUGH “AND THREE: GOSH THIS In 2021 Tasting Australia presented
by RAA Travel received record media
MY MIND AFTER TASTING IS THE BEST FOOD PARTY IN results, attracting an estimated PR
AUSTRALIA EACH YEAR. THE COUNTRY. IT’S ALWAYS value of $29.1 million and a count
A JOY TO BE IN SOUTH of close to 1,791 media items with a
“ONE: HOW DID I CRAM AUSTRALIA, BUT NONE MORE potential reach of 37 million.
SO MUCH GOOD FOOD AND SO THAN DURING TASTING
DRINK INTO SUCH A SHORT Local and national media coverage
AUSTRALIA.”— included features in The Australian,
SPACE OF TIME? JOURNALIST MAX VEENHUYZEN Australian Financial Review, Gourmet
Travel Wine, Australian Gourmet
“TWO: HOW MUCH IS Traveller, 9Honey, Good Food, Sydney
PROPERTY IN ADELAIDE, Morning Herald, The Age, Delicious,
AGAIN? Escape, Broadsheet and via national
TV broadcast on Channel 7’s Sunrise.
5
69.1K
ENGAGEMENT WITH
SOCIAL MEDIA COVERAGE
TASTING AUSTRALIA
CONTENT VIA DIGITAL
PLATFORMS AND SOCIAL TOTAL SOCIAL MEDIA
MEDIA CHANNELS IS FOLLOWERS
AS STRONG AS EVER,
AND STILL GROWING.
+16%
INCREASE ON 2020
THE EVENT SPEAKS TO 40,000
A DEDICATED NETWORK 30,000
OF FOLLOWERS ACROSS 25,000
INSTAGRAM, FACEBOOK,
FOLLOWERS
20,000
TWITTER, YOUTUBE,
15,000
10,000
THE TASTING AUSTRALIA 5,000
WEBSITE, AND EMAIL. 0
20I8 20I9 2020 2021
+19%
INCREASE ON 2020
40,000
30,000
25,000
FOLLOWERS
20,000
15,000
10,000
5,000
0
20I8 20I9 2020 2021
19.4KEMAIL SUBSCRIBERS
+54%INCREASE ON 2020
250K
TASTING AUSTRALIA
WEBSITE VISITS ACROSS
THE 2021 CAMPAIGN
8%
MORE THAN PREVIOUS
CAMPAIGN
33%+
USERS WERE LOCATED
OUTSIDE OF SOUTH
AUSTRALIA 6
BENEFITS FOR
ASSOCIATED EVENTS
Acceptance into the Tasting Australia communications activities for the entire Tasting Australia is a platform to showcase
program for Associated Event holders festival and may receive additional support your product to a highly engaged and
includes a wealth of benefits. through various targeted digital, social and hungry audience—draw on the authority
publicity campaigns. All ticket revenue from and industry respect the Tasting Australia
It allows an Associated Event holder the an Associated Event is passed on directly brand has built over 20+ years; this is your
right to use the Tasting Australia trademark to the event holder, and likewise all costs chance to take part.
to market their event. They will also benefit associated with running the event remain
from the overarching marketing and the event holder’s responsibility.
PROVIDE ACCESS OPPORTUNITY DEDICATED PR
TO NATIONAL AND TO COLLABORATE AND MARKETING
INTERNATIONAL WITH OTHER SUPPORT
AUDIENCE BUSINESSES
PLATFORM TO
LAUNCH A NEW BE A PART OF INBOUND
PRODUCT, TOUR, SOUTH AUSTRALIA’S INTERSTATE AND
OR EXPERIENCE PREMIUM FOOD AND INTERNATIONAL
BEVERAGE FESTIVAL MEDIA
ACTIVATING TO INCLUSION IN THE INCLUSION ON
CAPTIVE FOOD AND TASTING AUSTRALIA THE TASTING
BEVERAGE-LOVING 2022 PRINTED PROGRAM AUSTRALIA WEBSITE,
AUDIENCE – DISTRIBUTION IN THE E-NEWSLETTER, SOCIAL
ADVERTISER STATEWIDE, MEDIA CHANNELS
PLUS ADDITIONAL
BROADCAST 40,000 LOCALLY AND DEDICATED CONTACT
YOUR BRAND TO A INTERSTATE PERSON
WIDER AUDIENCE
7
ASSOCIATED EVENTS SUPPORT IN 2022 WE WANT TO NOT ONLY
HELP SUPPORT OUR ASSOCIATED
EVENT HOLDERS IN MANAGING
THEIR EVENTS, BUT ALSO HELP
DEVELOP THEIR BUSINESS.
As part of the South Australian Tourism
Commission, the Tasting Australia
Festival is committed to helping develop
all hospitality and tourism stakeholders in
South Australia to increase their market
reach, exposure, and growth.
We are therefore developing a short
series of online webinars, utilising in-
house knowledge and partner expertise
to help grow your event, giving your
involvement in Tasting Australia more
value and benefit.
TASTING AUSTRALIA ASSOCIATED EVENTS WEBINARS
1. Marketing and PR Masterclass, with 2. Instagram Strategy Workshop,
the Tasting Australia marketing team with Chloe Grayling of Chloe
Jane Creative
• Advice on using logos and design
principles
• PR suite 3. Event Management Masterclass,
with the Tasting Australia Event
• Digital analytics Management team
• Listing events on the Australian
Tourism Data Warehouse
8
ALL PACKAGES INCLUDE: PACKAGE 1 / NOT FOR PROFIT*:
ASSOCIATED EVENTS PACKAGES
Use of the Tasting Australia logo $350 / $0**
on marketing collateral~ One post on Facebook
Professional copywriting/editing One post on Twitter
of website and printed program
Inclusion in printed program
listings
(80 words max)
Access to the SATC and Tasting
Australia image suite to help
promote your event
PACKAGE 2: $700
One post on Facebook
Co-hosting of your Facebook One post on Instagram Stories (IG Stories
event page through Tasting include swipe-up to purchase tickets)
Australia Facebook (providing
you create a Facebook event; Two posts on Twitter
we can help promote) Inclusion in printed program
Tasting Australia decal to display (120 words max)
in your business in the lead up Access to Tasting Australia Associated
to the festival Events Online Masterclass Series
Online event page and ticketing
platform PACKAGE 3: $1,500
Two posts on Facebook
Access to webinar series as
listed on page 8 One post on Tasting Australia’s
Instagram feed
Two posts on Twitter
One eDM inclusion
One inclusion in blog article
Inclusion in printed program with photo
(200 words max)*
PACKAGE 4: $3,000
Two posts on Facebook
Two posts on Twitter
One post on Tasting Australia’s
Instagram feed
Two posts on Instagram Stories
(IG Stories include swipe up to
purchase tickets)
Guaranteed social media coverage
of your event on TA Instagram stories
(event day coverage)#
One feature eDM (lead article)^
Inclusion in printed program with photo
Guidelines for social media images apply. (200 words max)*
Images must be high resolution and cannot have an overlay of text or logos.
~Written approval of logo usage required.
One inclusion in a grouped, paid social
**Package 1 is $0 for not for profit charity organisations. If you wish to
media carousel ad
upgrade to package 2-4 only pay the difference in price.
*Layout of feature to be determined based on program design. A selection of
2 x tickets to Tasting Australia’s VIP
image options is requested and must not contain any words. Images may be
cropped and resized based on program design.
Preview Party in Town Square
^Where more than one package 3 and package 4 include in article, ranking
preference will be given on basis of event sponsorship, then alphabetically.
#For in event social coverage, must be within 2.5-hour drive of Adelaide CBD. 9
I CONCEPT STYLES OF PREVIOUS EVENTS:
HOW TO GET INVOLVED
STEP
• Tours: Walk, bike, car,
• The best events are experiential helicopter, forage, indigenous
• Have a unique selling point • Breakfast, lunch, dinner,
• Collaborate with others high tea
• Consider school holidays, • Art and culinary
family involvement • Tastings
• Hero delicious food and • Masterclass
beverage
• Eating
• Consider weather and
seasonality • Learning
CONSIDER TASTING AUSTRALIA
ETHOS
• People
• Produce
• Place
2
SUBMIT Visit tastingaustralia.com.au for more
STEP
ONLINE information and to complete your online
APPLICATION application by WEDNESDAY 27 OCTOBER 2021.
3
Tasting Australia creative team will review all
NOTIFICATION
STEP
applications and advise of acceptance into the
OF ACCEPTANCE program by WEDNESDAY 3 NOVEMBER 2021.
4
APPROVAL OF On WEDNESDAY 17 NOVEMBER 2021 you will be
STEP
YOUR ONLINE sent any revisions to your website copy. You
EVENT MARKETING will be required to approve this by FRIDAY 19
NOVEMBER 2021.
Please mark this date in your diary as the
time frame for approval is tight.
5 A fee, dependant on your chosen package
STEP
PAYMENT OF (detailed on pages above), is payable by the
ACCEPTANCE FEE applicant via the Eventotron portal. This is due
by FRIDAY 19 NOVEMBER 2021. Your event will not
be listed on the Tasting Australia website or in
the printed program until payment is received.
6
All associated events will launch online in
STEP
PROGRAM early December 2021 for a Christmas pre-
LAUNCH promote. The Tasting Australia printed
program will be released and distributed in
February 2022.
7
APPROVAL OF On TUESDAY 7 DECEMBER 2021 you will be
STEP
PRINTED PROGRAM provided with your printed program copy
LISTING (shorter than website copy) for approval
by FRIDAY 10 DECEMBER 2021.
An additional $1,000 fee is payable if your application is submitted after WEDNESDAY 27 OCTOBER 2021 (payable in addition to the SATC’s promotion services fee). 10EVENTOTRON IS A FESTIVAL REGISTRATION AND MANAGEMENT SYSTEM THAT PROVIDES A FAST,
HOW TO SUBMIT YOUR APPLICATION
SIMPLE WAY TO APPLY FOR THE TASTING AUSTRALIA ASSOCIATED EVENT PROGRAM.
All marketing approvals and payment of acceptance fee will also occur via this system.
Eventotron is used by the biggest festivals around the world, including Edinburgh Fringe
Festival and Sydney Fringe Festival.
I
STEP
VISIT EVENTOTRON.COM (or access via Tasting Australia website).
2 REGISTER AS A NEW USER.
STEP
Note: If you applied for the 2021 event, you can use your same credentials.
3 LOGIN USING THE EMAIL AND PASSWORD YOU’VE JUST CREATED.
STEP
Note: If you applied for the 2021 event, you can use your same credentials
to login.
4
STEP
Click on COMPLETE YOUR PROFILE.
5 SEARCH FOR TASTING AUSTRALIA 2022 WITHIN FESTIVALS & SEASONS TAB
STEP
(not the event tab) in the top left-hand corner.
6
STEP
CLICK ON THE APPLY BUTTON.
7 ENTER EVENT NAME – CLICK ON NEXT.
STEP
Note: Before applying for your 2021 event, we recommend you have your
event concept formed. See Step 1 on page 10 for information.
8 WORK YOUR WAY THROUGH THE APPLICATION FORM.
STEP
For further detailed instructions related to your Eventotron application refer
to the separate step-by-step guide.
If you still require assistance or have any questions don’t hesitate to contact
the Tasting Australia team on the details provided on page 14.
11Boost your bookings with TheFork,
st ra lia’s # 1 re staurant booking app
Au .
Tasting Australia Partner Offer*
3 months FREE TheFork Manager Pro+ Software
Contact: sales@thefork.com.au
Reference code: TheForkTastingOz
*T&Cs Offer available to Tasting Australia participating
event partners and new TheFork customers only.
3 months FREE TheFork Manager Pro+ Software
applicable with 12-month subscription.
Offer expires 1st March, 2022.A travel partnership that can take your business further We’re here to help South Australians explore everywhere and to travel with confidence. Contact us today about tailored partnership opportunities. travelmarketing@raa.com.au
FOR MORE INFORMATION ON ASSOCIATED EVENTS, PLEASE CONTACT: Madeline Burke,Senior Event Coordinator tastingaustralia@sa.gov.au, (08) 8463 4585 TOWN SQUARE VENDORS: Town Square food vendor applications will be coming soon. To register your interest, please email tastingaustralia@sa.gov.au TASTINGAUSTRALIA.COM.AU #tastingaustralia
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