World’s 50 Best Restaurants
The Brief
Hatching Communications was appointed to manage all Australian media relations for the awards and flagship event held at Melbourne’s Royal Exhibition Building in 2017. Our goal was to define messages and secure media coverage for the awards and the global talent that was celebrated in the following key categories: Best Female Chef, One To Watch, Lifetime Achievement Award, World’s Best Restaurant.
The Strategy
Work strategically with W50B event organisers to plan a media announcement schedule that would ensure a steady stream of coverage in the lead up to, the night of and immediately following the awards announcements
Invite and host top tier media and key opinion leaders to the Gala awards ceremony at Royal Exhibition Building
Targeted media pitching to secure interviews, profiles and TV appearances for international chef talent
The Results
Over a six month period, the campaign secured 12,398 pieces of print, online and broadcast coverage, including extensive exposure across major newspapers and TV stations nationally.
A total 42,036 pieces of coverage, including social media mentions spread over 115 countries.
The audience reach was 29,515,026,991 (a 120% increase from the previous year) and the AVE value was $125,607,733.98 (a 17% increase from the previous year).