Serving Melbourne to the world on a plate.
The World’s 50 Best Restaurants
2016 – 2017, Melbourne
Destination marketing / major events
In 2017, the world’s most influential culinary awards came to Australia for the first time. As national communications lead, we managed all Australian media relations for The World’s 50 Best Restaurants — a global celebration of excellence in gastronomy hosted at Melbourne’s Royal Exhibition Building.
Working with international organisers, we developed and executed a strategic PR roadmap spanning six months of announcements, interviews and live events. From embargoed pre-award media to red-carpet broadcast coverage and global post-event syndication, every detail was designed to generate anticipation, access and acclaim.
The result was unprecedented. More than 12,400 pieces of coverage were recorded across print, digital and broadcast, reaching 115 countries and an audience of 29.5 billion. Over 260 media attended, including 130 international journalists from 30 markets.
Coverage across The Age, Sydney Morning Herald, The Australian, AFR Life & Leisure, Herald Sun, ABC News, SBS, CNN, Bloomberg, Forbes, Wall Street Journal and The Telegraph cemented Melbourne’s reputation as a world-class dining capital.
Key outcomes:
12,400 media mentions across 115 countries spanning print, digital and broadcast
260 media attendees, including 130 international journalists from 30 markets
29.5B audience reach and US$125M AVE, setting new benchmarks for visibility
Tier-one global coverage across leading print, broadcast and digital outlets
Drove record engagement across culinary, lifestyle and travel media verticals
Positioned the 50 Best brand as a catalyst for Australia’s global dining influence
