Plate Up Ballarat

The Brief

In its second year, Plate Up Ballarat was an exciting month- long event celebrating Ballarat’s wonderful food offerings, craft beers, boutique wines and a whole lot more. Taking place during the month of May 2019, the event showcased local producers while also promoting successful and supportive connections between producers, restaurants and cafes.

  • Increase visitation to Ballarat during the festival period

  • Increase ticket sales

  • PR surrounding smaller campaigns within the Plate Up Ballarat event program

  • Establish further destination awareness

The Strategy

  • Proactive media pitching commenced in the first half of 2019, with a media pack distributed to online, print and broadcast outlets nationally

  • Hatching Communications developed a master media and influencer matrix outlining national, metro and regional targets, individualised storylines, and pitch progress

  • Hatching Communications facilitated an influencer famil program to drive coverage, consumer awareness and brand recognition

The Results

  • In 2019, Hatching Communications secured 103 quality media outcomes for Plate Up Ballarat resulting in a measured increase in total ticket sales and festival attendance year-on-year

  • Plate Up Ballarat 2019 press outcomes resulted in a total cumulative reach of 17,031,116 for a PR value of $825,348 and 100% positive sentiment


  • 2018 - 2019 number of events: +12

  • 2018 - 2019 number of tickets sold: +4,400

Get in touch to explore how we can make your brand take flight.

T: + 61 3 9429 5251



302/91 Murphy Street, Richmond VIC 3121


Level 4, 48 Chippen Street,

Chippendale NSW 2008

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