SurfAir on Marcoola Beach is the premier destination on the Sunshine Coast for travellers and locals. Situated on absolute beach front, SurfAir is a beautiful hotel unparalleled by any other Queensland venue.
Local icons Mike and Terry Beauchamp joined the team at SurfAir earlier in the year and brought with them ‘Big Red’ – a series of red-wine tasting evenings.
Indulging in food specifically matched to each wine, ‘Big Red’ is an institution on the Sunshine Coast and was a great opportunity for wine aficionados-and-newcomers alike to learn about some of the best Australian wines on the market.
read: BRIEF
The brief was to build hype, create interest and to assist in generating pre-event ticket sales around Big Red locally. It also needed to educate the local media and the general public about the event as it was its inaugural year at SurfAir.
seen: OUTCOME
‘Big Red’ was a targeted event designed to provide an inclusive environment for around 80 guests to learn about wine and matching food with wine.
Over 80 of the Sunshine Coast’s wine aficionados and locals gathered at in the Steakhouse at SurfAir on Wednesday, August 6, 2008. Guests were treated to a gastronomic evening of wine tasting from 18 wineries across the country bringing over 80 ‘Big Red’ wines.
Highlights of the campaign included widespread coverage in local and state print and online media. This included four separate results in the Sunshine Coast Daily, the key local publication.
spoken: RESULTS
Red PR’s direction on this campaign was very clear… focusing on Sunshine Coast media. With this in mind, all key Sunshine Coast print media outlets were heavily targeted with large hits achieved in each.
Beyond that, hits were also achieved in the Courier Mail’s food pages.
The event’s target of 80 attendees was achieved and media attending on the night reviewed the event, providing further leverage for the client.
Over the course of two weeks, with a focus on local media a total of almost $54,000 worth of publicity was achieved.
