Encourage trial of Singapore’s heritage cuisines, sales opportunities for Singaporean food products and attendance at Singapore’s signature food events including the Singapore Food Festival.
Devise and implement a Singapore Hot & Spicy consumer and media relations campaign including:
- Staging of a national road show in conjunction with high-end retailer, David Jones. This included Singaporean food product displays and cooking demonstrations in DJ’s Food Halls throughout Australia , presented by Violet Oon (Singapore Food expert) and Kwan Lui (Singapore spice expert); a consumer competition - giving away a trip to the Singapore Food Festival - which was promoted in-store and linked to proof of food product purchase; national print advertisements (funded by DJs), promoting the in-store cooking demonstration schedule and positioning Singapore as the Cuisine Capital of South East Asia;
- Staging of an excusive luncheon attended by over 50 A-list Australian food , travel and travel trade media to sample Singapore heritage cuisine prepared by leading chefs and to gain insights into Singapore’s broader food tourism offering;
- Negotiation, development and placement of a Singapore Recipe Guide in Delicious Magazine, featuring Singapore’s top 10 ‘must try’ dishes;
- Negotiation and coordination of media famils for key print and broadcast media to experience and report on the Singapore Food Festival and the city’s broader food tourism attractions.
Over 15,000 people viewed the cooking demonstrations and total campaign media coverage exceeded $1 million (AVE).