How we sent foodie Telegraph readers down under

Objectives

  • Create unique culinary experiences to promote Australia as a key foodie destination
  • Excite Telegraph readers via prizes to attend the competition's launch event
  • Increase The Telegraph's opt-in reader database
  • Prizes & Rewards

  • Winner management

  • Group Incentive Travel

How we sent foodie Telegraph readers down under

Tourism Australia, in association with The Telegraph, asked for our prize management services to create coastal culinary adventures for consumers to indulge in while enjoying a holiday prize in Australia.

The Telegraph’s ‘Taste of Aus’ campaign offered readers the chance to win one of three gastronomic breaks Down Under. And to organise the travel logistics for the holidays, Tourism Australia partnered with us.

Our in-house travel agency discovered and delivered three unique food and wine experiences that were specific to each dual destination holiday location: Melbourne, Perth, Sydney & Brisbane.

The experiences ranged from dinner in the Royal Mail Hotel with the majestic backdrop of the Grampians National Park, and a Private Mornington Peninsular winery tour, to a Sydney Harbour lunch cruise, and a sunset balloon flight and winery tour of the YarraValley.

Ensuring the trips went without a hitch, the prize management team liaised with the winners, sourcing and booking their accommodation, transfers and unforgettable culinary experiences.

Results

The Telegraph were delighted when hundreds of readers attended the competition’s launch event, where two winners were picked on the night.

A third winner was chosen from the online draw which received over 100,000 unique entries.  Not only did the promotion exceed the client’s anticipated target numbers, but with a high opt-in rate of 63%, a ready-made database of interested travellers was created for future marketing activity.

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Results

Unique entries 200% above client's anticipated target 63% opt-in rate created new database Launch event attended by captive audience

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