Case Studies

Savouring the Flavour of Excellence

Challenge: Announce the winners of the 2009 Savour Australia National Awards for Excellence, the annual awards of Restaurant & Catering Australia, without breaching the awards night embargo and maximising national, state and local coverage
Strategy: Develop a national media release highlighting the significant role of the Awards in promoting excellence within the industry and communicating the abundance of great dining opportunities available to Australians. Media outlets were targeted by state and media materials highlighted local winners and drew comparisons by state.
Results: The distribution of pre-awards ‘teaser’ releases created an early interest in the Awards without breaking the media embargo. The final media materials, issued during the Awards, created nation-wide interest by pitting state against state.