Melbourne Food & Wine Festival

The Melbourne Food and Wine Festival is an institution and had an exciting a new story to tell in 2016. Kamber was tasked with telling that story in a creative and compelling way.

 

The Brief

In 2016, the Melbourne Food and Wine Festival launched a new look and feel and a new itinerary. We were asked to create content assets to promote the new brand and help ticket sales both before and during the event. The channels available to us included Facebook, Instagram and Twitter.

Services Provided

  • Writing and producing animated shorts for use on social channels, digital signage and TVCs
  • Event coverage throughout the Festival including daily recapture edits

Execution

We had a limited number of brand assets to work with so we looked for and found insights about our audience that led to an approach that used animation and visual humour to capture attention.

We produced a hero film and five vignettes that were tailored for use on social media. Together with a bespoke drum-based soundtrack, our motion graphic series used brand icons in witty edits that communicated the character and dynamism of the event.

These were also adapted for TV, cinema and recreated as shareable GIFs.

We also captured and reported the experience of the Festival as it happened. Our daily highlight videos featured interviews and the best footage from each day.

They were published on the Festival’s social media channels and shared by event sponsors and partners to publicise the event and drive ticket sales.

Kamber have a great understanding of the food and drinks space, and coupled with their creative thinking and social media expertise, are an invaluable partner of MFWF.

Mandi McPherson, Digital Marketing Manager, Melbourne Food and Wine Festival

Outcome

Our content played an important role in the overall success of the rebranded event. Our two real-time videos published on opening weekend attracted 40,000+ views in less than 48 hours.

There was a 27% increase in attendance across the Festival’s signature events. And, new event, River Graze, saw approximately 120,000 people visit the banks of the Yarra River during the opening weekend.

The new look Master Class featuring eight chefs from around the world also saw a 25% increase in attendance.

ABOUT US

Kamber is a specialist content marketing, video production and social media agency.

We plan, produce, publish and promote content that people crave. Our talented teams are based in Melbourne and Sydney, Australia.

CONTACT US

Melbourne: Level 3, 306 Little Collins Street Phone +61 3 8643 7906

Sydney: Suite 1.02, Level 1/14 Martin Place Phone +61 2 8257 0200

Email: hello@kamber.com.au

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