Australia's Top Restaurants 2015 Event Report

Event Report 2015

Introduction 1

Awards Night 2

Dining Program 3

Partners 4

Marketing Strategy 5

PR 6

Summary 7

00 Contents

01 The Australian Financial Review Australia’s Top Restaurants, presented by Qantas and Vittoria Coffee is designed to celebrate and showcase Australia’s great dining scene, to support and build a culture of excellence, and to unite these top restaurants and chefs with diners who share their passion for good food and wine. From our extensive Fairfax network of reviewers, critics and industry experts, a preliminary list of 500 restaurants were shortlisted to participate in the program and in turn, were eligible for Australia’s Top 100 Restaurant Awards. A representative from each of the 500 shortlisted restaurants voted for the Top 100; a list created by the industry, for the industry. To compliment the Awards and to showcase the restaurants, we invited the Top 500 restaurants to participate in a Dining Program. 108 events were registered nationally and were held from the 19th – 31st May.

Introduction

02 Australia’s Top Restaurants awards night was held on Monday May 18, 2015 at Crown Towers, Melbourne.

A unique and memorable evening revealed not only the Top 100 Restaurants but also the Top Chef Award, the best restaurant in each State and the People's Award. The night celebrated dining excellence in Australia and recognised those that have shaped the industry and put Australia's restaurant scene firmly on the world stage.

Hosted by ATR’s Directors Jill Duplex & Terry Durak our MC for the night Veronica Trioli opened proceedings with formalities from Ann Peacock General Manger Corporate and Public Relations, Crown; Andrew McEvoy, Managing Director of Life Media & Events, Fairfax Media and Michael Stutchbury, Editor-in-chief, The Australian Financial Review.

Awards Night

1 Sepia NSW 2 Attica VIC 3 Quay NSW 4 Brae VIC 5 Cutler & Co VIC 6 Vue de Monde VIC 7 CUMULUS INC. VIC 8 sixpenny NSW 9 Mr. Wong NSW 10 Tetsuya’s NSW 11 Flower Drum VIC 12 Rockpool NSW 13 Bentley Restaurant & Bar NSW 14 ester NSW 15 MoVida VIC 16 momofuku seiōbo NSW 17 Garagistes TAS 18 The Town Mouse VIC 19 Cafe Paci NSW 20 Cafe Di Stasio VIC 21 10 William St. NSW 22 Saint Crispin VIC 23 Porteño NSW 24 Supernormal VIC 25 est. NSW 26 The Bridge Room NSW 27 Estelle VIC 28 Lee Ho Fook VIC 29 Rockpool Bar & Grill NSW 30 Lake House VIC 31 Biota Dining NSW 32 Billy Kwong NSW 33 Marque NSW 34 Franklin TAS 35 Fratelli Paradiso NSW 36 Esquire QLD 37 Golden Century NSW 38 Monopole NSW 39 Seans Panaroma NSW 40 France-Soir VIC

41 Chin Chin VIC 42 Rockpool Bar & Grill VIC 43 CODA VIC 44 Magill Estate Restaurant SA 45 Restaurant Amusé WA 46 Bar Lourinhã VIC 47 Orana SA 48 The Apollo NSW 49 Lau’s Family Kitchen VIC 50 ezard VIC 51 Pilu at Freshwater NSW 52 Icebergs Dining Room & Bar NSW 53 Wasabi Restaurant & Bar QLD 54 Pei Modern VIC 55 Yoshii NSW 56 Moon Park NSW 57 Fish Face NSW 58 Guillaume NSW 59 LuMi NSW 60 Africola SA 61 Spice Temple NSW 62 Provenance Restaurant VIC 63 Pendolino NSW 64 Cho Cho San NSW 65 Il Bacaro VIC 66 Hentley Farm SA 67 Ormeggio at The Spit NSW 68 NOMAD NSW 69 Tonka VIC 70 Grossi Florentino VIC 71 Urbane Restaurant QLD 72 Oscillate Wildly NSW 73 Sokyo NSW 74 Gerard’s Bistro QLD 75 ARIA Restaurant NSW 76 Gingerboy VIC 77 Vasse Felix Restaurant WA 78 Luxembourg VIC 79 Belle’s Hot Chicken VIC 80 The European VIC

81 Ms G’s NSW 82 Bodega NSW 83 MoVida NSW 84 Moon Under Water VIC

85 Ethos Eat Drink TAS 86 Izakaya Den VIC 87 Print Hall WA 88 ACME NSW 89 Spice Temple VIC 90 Longrain VIC 91 EPOCHA VIC 92 peel st SA 93 El Publico WA 94 Ten Minutes by Tractor VIC 95 Aubergine ACT 96 Longrain NSW 97 4Fourteen NSW 98 Buon Ricordo NSW 99 Da Noi VIC 100 Lalla Rookh WA Top State Sepia NSW Attica VIC Franklin TAS esquire QLD Magill Estate Restaurant SA Restaurant Amusé WA Aubergine ACT Yots Greek Taverna NT Top Chef Martin Benn – Sepia, NSW

Winners 2015

The inaugural Australia’s Top Restaurants Dining program was launched nationally across the nation kicking off on the 19th May to the 30th May following the announcement of Australia’s Top 100.

The 500 finalist restaurants were invited to host an event to celebrate and showcase Australia’s great dining scene and enable diners a peak at why their restaurant was selected as a leading restaurant in their state. The dining program was designed to support and build a culture of excellence and to unite these top restaurants and chefs with diners who shared their passion for good food and wine.

Over 108 events were held across country shining the light on what makes a top restaurant. Jill Dupleix and Terry Durack describe this as the whole package – the best food in terms of produce and flavour, skill and seasonality, but also the experience, the design and atmosphere, the wine and drinks and the sense of hospitality. The dining program enabled diners to experience all the above.

Some of the special events held in the Dining program included:

Kaiseki at Sepia (NSW). Crowned Australia’s Top Restaurant, celebrated chef Martin Benn broke out his inner samurai with a 10 course traditional Japanese banquet with matched wines from sommelier Rodney Setter

Flower Drum (VIC). Reaching No.11, Flower Drum celebrated their 40th birthday as part of the program with legendary chef Anthony Lau and his team preparing a banquet of favourites that gave diners a glimpse of the 4 decades of splendour.

Maha (VIC) Chef Shane Delia and Abla Amand both finalists joined forces to create Chick Peace – making Hummus not war. All profits from the event were donated to the Syrian crisis relief.

Luke Mangan’s Glass Brassiere (NSW) opened up it’s kitchens to six of Sydney’s key food influencers including directors Jill Dupliex and Terry Durack who each designed a course for the diners to review!

Brisbane’s Esquire voted Top Restaurant in Queensland created a multi-course, multi regional menu highlighting their finest produce.

Taking out 85th place in the Top 100, and showing that Tasmania is fast becoming an exciting dining destination in Australia was Ethos Eat and Drink. They celebrated by putting on a progressive six course menu featuring locally sourced and seasonal Tasmanian produce.

Western Australia’s restaurants showing in the Top 100 demonstrated why the state is definitely worth a visit to sample their culinary delights. El Publico coming at 93 on the Top 100 decided that a tequila sensory experience was in order to showcase why they made the list!

03 Dining Program

What the Restaurants think ‘To be voted by your peers and industry professionals and included in Australia’s Top Restaurants is the highest accolade that you can receive, we are thrilled” ‘It means more then anything to be respected by the people in the industry that know what you are doing and support the vision that you have’ ‘We are very humbled and proud to be voted by our peers. We appreciate like many others in the restaurant industry the accolades attracted for our on-going hard work to keep customers happy and always striving to be even better every year. We accept we have a deep passion for great food & service and its particularly enjoyable to share this in Australia’s amazing restaurant culture. We believe Australia’s Top Restaurants summed up these sentiments & applauded the hard working & creative Australian restaurants on offer.’ ‘An honest guide to Australia’s Top Restaurants” ‘It means more then anything to be respected by the people in the industry that know what your doing and support the vision that you have’ ‘It’s the list that defines greatness. We are so proud and honoured to be part of such an elite group.”

Dining Program

10

A massive thank-you to our Co-Presenting Partners Qantas and Vittoria Coffee, to our

Major Partners Crown, Tourism Victoria and Tourism Australia for supporting and sharing

our vision for Australia’s Top Restaurants in its inaugural year. Without you all ATR 2015

would not have been the success it was.

Presenting Partners

Major Partners

04 Partners

05 Marketing Strategy Marketing objectives

• Inform and educate audiences around the launch of The Australian Financial Review Australia's Top

Restaurants, presented by Qantas & Vittoria Coffee. • Cement Australia’s Top Restaurants as the leading initiative for the industry, voted by the chefs and

restaurateurs themselves. • Engage consumers through the launch of The People’s Award, while also building the Australia’s Top

Restaurants database. • Drive consumer awareness of Australia’s Top 100 Restaurants winners list and the Dining Program events after

the announcement.

Communication strategy

Australia’s Top Restaurants was launched in February 2015 by The Australian Financial Review with presenting partners Qantas and Vittoria Coffee, as a celebration of the very best dining the Australia has to offer. Australia’s Top Restaurants was introduced as the only national awards program that is solely decided by a peer voting process – with the chefs and restaurateurs themselvess voting for the best dining in the country. Key aspects of Australia’s Top Restaurants included: • Top 500 finalist’s announced in the Financial Review: Tuesday, 17 Feb • Dining Program schedule released inside the Financial Review: Thursday, 30 April • The People’s Award voting opens: Friday, 1 May • The People’s Award voting closes: Friday, 15 May • Awards Night at Crown Melbourne: Monday, 18 May • Top 100 list announced in the Financial Review: Tuesday, 19 May • Dining Program kick off: Tuesday, 19 May • Dining Program ends: Sunday, 31 May

Logo

DNA

What does Australia’s Top Restaurants represent? Like The Australian Financial Review and presenting partners Qantas and Vittoria Coffee, Australia’s Top Restaurants represents the highest of quality in its field. This was kept front of mind when producing all marketing material. Marketing creative reflected elegance and authority through creative layout, logos and fine dining imagery.

Trade: From a trade perspective we were targeting the food/dining/restaurant industry and more specifically the 500 restaurants who were named in the Top 500. We tried to have them engaged and actively participating in achieving the marketing objectives whether it be drive votes for The People’s Award, promotion of the Dining Program, or communicating their achievements with their customers.

Consumer: Primarily The Australian Financial Review audience, Good Food audiences and other Fairfax foodie audiences were our target. Secondarily we focused on a broader national audience with an interest in food/ dining who trust the opinion of the food industry to know the very best.

Target Audience

Phase one Launch Announcement Phase two Dining Program Promotion Phase three The People’s Award Voting Opening Phase four The People’s Award Voting Closing Phase five Pre Top 100 Awards Announcement Phase six Award Winners Announcement Phase seven Dining Program promotion (contd.)

Marketing Implementation

Marketing Objective

• Inform audiences (consumer and industry) about The People’s Award and drive votes

Key Messages

• Consumer: Vote for your favourite restaurant to win The People’s Award and go in the draw to win flights, accommodation and dinner for 2 at The People’s Award winning restaurant. • Industry: Voting for The People’s Award is open, encourage your customers to vote for your restaurant

Key Timings

• May 1 - Voting opens and marketing campaign went live • May 15 - Voting closes and marketing campaign to drive votes finishes • May 19 - Prize winner announced

The People’s Award was the consumer facing aspect of Australia’s Top Restaurants that we leveraged to help grow the database while increasing awareness of the whole initiative. We leveraged print, digital, social, email, radio and PR channels to drive votes which for the inaugural year closed at 9,953. The winning restaurant was Catalina NSW, receiving 10% of all votes after actively communicating with their audiences via email and other channels. Below is an overview of the marketing plan for The People’s Award for 2015.

The People’s Award

Communication Plan

Communication Plan cont.

Creative Execution

The creative direction was guided from the brand guidelines for The Australian Financial Review

however with a more foodie and vibrant skew.

The imagery used for marketing creative was shot at restaurants on the list and truly represented

the essence of Australia’s Top Restaurants with the food and dishes portraying beauty and the

finest attention to detail.

This visual concept conveys the level of elegance and prestige of the whole initiative and the

caliber of restaurants that made the 500 finalist list and ultimately the top 100.

Marketing Value Delivered

Print: $2,981,340

Program: $513,900

Radio: $47,200

eDM: $2,783,290

Digital: $1,095,227

Total $7,420,957

Marketing Channels

Dining Program

The 36 page glossy Dining Program insert was produced to highlight the 107 nationwide dining events that audiences across the country could attend. 90,000 programs were distributed through The Australian Financial Review and Qantas lounges nationally. The program highlighted essential dining event information, broken down by each state. This included menus, prices, summary of the event, dates + booking information. It also included key sponsor messages and advertising throughout.

Press – Program Highlights

Press - Launch WRAP

Press – Pre Program Full Page – AFR Half Page – AFR

Quarter Page – AFR

Press – Post Program Full Page – AFR Half Page – AFR


Full Page – AFR Half Page – AFR


Cornerblock – AFR

Press – The People’s Award

Half Page – AFR Full Page – AFR

Press Pre List Announcement

Press - Winners Wrap

Press - Wrap Up

Press - Editorial Dinkus & Puff

Section Size Date Page Content Cost

AFR – Wrap 4xFP Tuesday 17 February Wrap Launch $250,000

AFR - Life & Leisure FP Friday 24 April 6 Pre-Program $19,434

SMH - Spectrum FP Saturday 25 April 7 Pre-Program $148,579

The Age - Insight FP Saturday 25 April 34 Pre-Program $81,600

The Age - Homes QPS Sunday 26 April 10 Pre-Program $28,560

AFR - Marketing & Media FP Monday 27 April 37 Pre-Program $25,583

The Age - News QPS Tuesday 28 April 11 Pre-Program $28,560

SMH - Business QPS Tuesday 28 April 22 Pre-Program $26,532

AFR - News HPH Tuesday 28 April 6 Pre-Program $22,217

SMH - Sport QPS Wednesday 29 April 48 Pre-Program $26,532

Canberra Times - Business QPS Wednesday 29 April 8 Pre-Program $3,155

AFR - News FP Wednesday 29 April 10 Pre-Program $42,213

The Age - Business QPS Wednesday 29 April 39 Pre-Program $420,400

AFR 36 Page Insert Thursday 30 April Insert Dining Program $513,900

Press Schedule


AFR - Life & Leisure 8 FP Friday 1 May Program Highlights $156,000

The Age - Traveller FP Saturday 2 May 33 Dining Program $81,600

SMH - Traveller HP Saturday 2 May 36 Dining Program $26,532

The Age - News QPS Monday 4 May 8 Dining Program $28,560

Canberra Times - News QPS Monday 4 May 5 Dining Program $3,155

AFR - News FP Monday 4 May 8 The People's Award $42,213

SMH - Good Living Cornerblock Tuesday 5 May 3 The People's Award $29,848

The Age - Business QPS Wednesday 6 May 28 The People's Award $20,400

Canberra Times - News QPS Wednesday 6 May 15 The People's Award $3,155

The Age - Live Wire QPS Thursday 7 May 12 Dining Program $28,560

AFR - News QPS Thursday 7 May 2 The People's Award $11,109

The Age - Shortlist QPS Friday 8 May 2 The People's Award $30,600

SMH - Traveller QPS Saturady 9 May 30 Dining Program $26,532

The Age - Books QPS Saturady 9 May 30 The People's Award $20,400

Press Schedule


The Age - Preview HP Sunday 10 May 15 Dining Program $53,040

SMH - The Guide HP Monday 11 May 3 Dining Program $79,596

Canberra Times - The Guide QPS Monday 11 May 7 Dining Program $3,155

AFR – News FP Tuesday 12 May 10 The People's Award $42,213

The Age – Epicure QPS Tuesday 12 May 5 Dining Program $28,560

SMH - Good Food QPS Tuesday 12 May 12 The People's Award $37,144

The Age – Classified QPS Wednesday 13 May 43 The People's Award $20,400

The Age – Arts QPS Thursday 14 May 32 The People's Award $20,400

SMH – News QPS Thursday 14 May 14 The People's Award $34,491

AFR – World FP Thursday 14 May 20 The People's Award $42,213

Smart Investor Magazine FP Friday 15 May 48 Dining Program $15,050

SMH – Spectrum FP Saturday 16 May 44 Dining Program $106,128

The Age – Traveller QPS Saturday 16 May 6 Dining Program $28,560

SMH - The Guide QPS Monday 18 May 9 Dining Program $37,144

AFR - News FP Monday 18 May 10 Pre-Winners $42,213

Wrap 4xFP Tuesday 19 May Wra

p Winners $250,000

Press Schedule


The Age - Classified QPS Wednesday 20 May 47 Dining Program $20,400

The Age - GreenGuide QPS Thursday 21 May 2 Dining Program $30,600

SMH - Shortlist HP Friday 22 May 12 Dining Program $74,289

The Age - Screen QPS Friday 22 May 13 Dining Program $26,520

AFR - LSTM HP Friday 22 May 11 Dining Program $22,217

SMH - Traveller QPS Saturday 23 May 30 Dining Program $26,532

The Age - Insight FP Saturday 23 May 34 Dining Program $81,600

AFR - Companies & Markets HP Saturday 23 May 38 Dining Program $13,464

Sun Herald QPS V Sunday 24 May 14 Dining Program $22,588

The Age - Preview FP Sunday 24 May 2 Dining Program $122,400

The Age - News QPS Monday 25 May 10 Dining Program $28,560

SMH - The Guide FP Monday 25 May 20 Dining Program $106,128

AFR - News QPS Monday 25 May 2 Dining Program $11,109

The Age - News QPS Tuesday 26 May 13 Dining Program $26,520

SMH - Good Food QPS Tuesday 26 May 15 Dining Program $34,491

Press Schedule

Press Schedule


AFR - News QPS Tuesday 26 May 2 Dining Program $11,109

The Age - Epicure Cornerblock Tuesday 26 May 23 Dining Program $15,300

The Age - Business QPS Wednesday 27 May 38 Dining Program $20,400

The Age - Arts QPS Saturday 30 May 40 Dining Program $20,400

SMH - Review QPS Saturday 30 May 40 Dining Program $26,532

AFR - Perspective FP Saturday 30 May 18 Wrap up $42,213

SMH - Spectrum LHS Vertical Saturday 30 May 38 Dining Program $26,532

The Age - Traveller FP Saturday 30 May 25 Dining Program $81,600

BOSS Magazine FP June Issue / Finishing $17,500

Total Print Value $3,895,240

Online Marketing For its inaugural year, Australia’s Top Restaurants was heavily promoted online – utilising the vast array of digital channels and high audience reach across the Fairfax network. Australia’s Top Restaurants creative received extensive exposure on afr.com.au, smh.com.au, theage.com.au, goodfood.com.au, brisbanetimes.com.au, watoday.com.au, canberratimes.com.au in the following placements:

• Major marketing tile (inaccessible to advertisers – reaching high amount of eyeballs) • MREC • Standard Banner • Mobile Banner • Leaderboard • Shoestring

MREC Standard Banner

Shoestring

Newsletter Ad

Digital - Program Promotion

Standard Banner

Leaderboard

Newsletter Ad

MREC

Shoestring

Digital - The People’s Award

MREC

Standard Banner

Shoestring

Leaderboard

Newsletter Ad

Digital - Winners Announcement

E-mail Signature

Intranet News

Intranet Tile

Foyer Horizontal Screen

Foyer Vertical Screen

All guests to Fairfax offices in Sydney and Melbourne were able to see our large foyer screens which promoted the Australia’s Top Restaurants Dining Program. Many stakeholders included the Australia’s Top Restaurants email signature on all their communications for the time in market and all internal staff were able to access key pieces of information to share with their clients and friends.

Digital – Internal Assets

Australia’s Top Restaurant website was developed to house all content generated by the campaign, including the Top 500 list, Winners list, Dining Program, Partners, and it was also use for the People’s

Award voting.

234,370

Page Views 17th February – 31st May

2:50

Average time spent on

page 17th February – 31st May

Digital – Website

A media partnership was established with Good Food to reach an established foodie audience and help achieve the marketing objectives for the campaign. They have a large print and online following with over 120k Facebook followers alone and a weekly Facebook reach of 400K+. Good Food gave us social support and editorial coverage for key dates such as the initial launch, the Dining Program launch and the winners announcement. We also were able to run Australia’s Top Restaurants print ads when space permitted in the Good Food print edition.

Media Partner - Good Food

Good Food support of ATR

To help raise awareness of Australia’s Top Restaurants we created point-of-sale’s marketing assets which were displayed at newsagents for the 7 days before the release of the Dining Program. These were on display at newsagents throughout the nation with the main purpose of driving awareness of the insert.

Real pic in newsagents?

POS – Newsagent Screens

Partnerships were secured with 2UE, 3AW, 4BC & 6PR to help promote the Dining Program and voting for The Peoples Award.

2UE Sydney

■ Activity from September - October

3AW Melbourne


4BC Brisbane

■ Activity from September – October

6PR Perth


SCRIPTS:

Dining Program: Experience exclusive dining events and bespoke menus with The Australian Financial Review’s “Australia’s Top Restaurants Dining Program”. May 19 to 31. View the program now at Australia’s Top Restaurants dot com. Proudly presented by Qantas and Vittoria Coffee.

The People’s Award: Vote for your Top Australian Restaurant and go in the draw to win the ultimate dining experience. To cast your vote and for full terms and conditions head to Australia’s Top Restaurants dot com. Proudly brought to you by The Australian Financial Review, Qantas and Vittoria Coffee.

Radio

Objectives

• Increase brand awareness and engagement

• Communicate Dining Program events

• Drive votes for The People’s Award

• Drive various social media audiences to Winners Announcements online and in print.

DATA taken from: February 17, 2015 – June 10, 2015

Social Media Outlet Followers/Likes

Facebook 5283 Instagram 1102 Twitter 394

Facebook Likes

From mid February through to the end of May, there was an increase in the number of likes to Australia’s Top Restaurants Facebook page. This can be seen in the graph on the following page, with significant growth occurring on key dates of the campaign.

These Likes have come from:

• Promoted posts from the Australia’s Top Restaurants page

• Organically through media coverage and friends who engage with the page

• Page suggestions

• Social media posts from supporting mastheads supporting the initiative

Average daily social growth Facebook: 44 new followers/day Instagram: 10 new followers/day Twitter: 4 new followers/day

Social Media

Social Media

Social Media

Reach

Through organic reach, the average daily post was seen by over 2,371 people and some reaching over 6000. Through paid reach, the average post was seen by over 11,432 people with the highest being in excess of 50,000. Highest daily reach was recorded at 210K+. The winners article published in the AFR recorded over 5700+ social shares alone.

Average Total Reach

Average Daily Total Reach – 13,803

Average Daily Total Reach (organic) – 2,371

Daily: The number of people who have seen any content associated with your Page.

Average Weekly Total Reach - 96,621

Average Weekly Total Reach (organic)- 16,597

Weekly: The number of people who have seen any content associated with your Page.

Average 28 Days Total Reach – 386,484

Average 28 Days Total Reach (organic)– 66,388

28 Days: The number of people who have seen any content associated with your Page.

Social Media

Demographics of people who liked the Australia’s Top Restaurants Facebook page

The percentage of people who liked the Australia’s op Restaurants Facebook page was 55% female and 45% male. There was no preference in our targeting options so we’re pleased that marketing was engaging to both females and males.

Facebook Posts Facebook Posts

Demographics of people reached by the Australia’s Top Restaurants Facebook page

During the months in market the Australia’s Top Restaurants Facebook page visitors were skewed with 65% female and 35% male. Many of the people commenting on posts were females, and this engagement would have displayed on the news feeds of their close friends.

Facebook Posts

Demographics of people who engaged with the Australia’s Top Restaurants Facebook page

During the months in market the people who engaged with the Australia’s Top Restaurants Facebook page were slightly skewed with 63% female and 37% male. Many of the posts were accompanied by aesthetically pleasing images of food which also received more engagement from females and usually involved them ‘tagging’ a friend and suggesting they dine there.

Age Group Female Male

13-17 year old 0.1% 0%

18-24 year old 6% 4%

23-34 year old 23% 16%

35-44 year old 19% 10%

45-54 year old 9% 4%

55-64 year old 4% 1%

65+ 2% 0.7%

Facebook Posts

Facebook Posts

Facebook Posts

Instagram Posts

Instagram Posts

Date Database Content Size Open Clicks

Friday 1 May ATR Dining Program Release + The People's Award Voting

518 71% 25%

Thursday 7 May

ATR Dining Program + The People's Award Voting

1043 64% 20%

Thursday 14 May

ATR People's Award Voting + Dining Program + Pre Announcement

1039 65% 12%

Tuesday 19 May

ATR Winners + Dining Program

7159 60% 22%

Monday 25 May

ATR Dining Program

7177 51% 10%

ATR Database Communications

ATR eDM’s

Date Database Content Size Open Clicks

Friday 20 February AFR Launch 35,000 33% 3%

Wednesday 25 Feb SMH Business Newsletter

Australia's Top 500 Restaurants 117,305 26% 4%

Tuesday 28 April Foodie News Dining Program Release 51,100 25% 3%

Thursday 30 April AGE, SMH, BT Newsletters Dining Program out today 685,000 16% 2%

Wednesday 6 May Foodie News The People's Award Voting 51,100 24% 4%

Friday 8 May AFR The People's Award 35,000 33% 3%

Monday 11 May AGE The People's Award 124,352 33% 2%

Tuesday 12 May SMH The People's Award 95,000 50% 3%

Thursday 14 May Finance The People's Award 66,000 30% 3%

Thursday 14 May AFR Pre Winners announcement 35,000 33% 3%

Tuesday 19 May Foodie News Pick up AFR + Winners 51,100 29% 10%

Friday 22 May AFR Winners Announcement 35,000 33% 3%

Wednesday 27 May Lifestyle Final Dining Program events 37,000 23% 2%

Wednesday 27 May Foodie News Dining Program 48,972 26% 3%

Supporting Database Communications

Supporting Database eDM’s

PR The PR campaign for The Australian Financial Review Australia’s Top Restaurants, presented by Qantas and Vittoria Coffee, managed by PR agency Liquid Ideas ran nationally. Key PR highlights across the campaign included: 440 pieces of media coverage across metro & regional print, lifestyle, online, TV, radio and blogs. 242 pieces in Fairfax papers 197 pieces of non-Fairfax media coverage 196 radio interviews and TV segments including a live cross from Channel 10 The Project

TOTA REACH OF 19,056,762

06

72

PR

Editorial Integration and Coverage Highlights

73


PR

74


PR

75


PR

76

All 440 pieces of generated coverage mentioned the Top Restaurant Awards (with two being from NewsCorp), while 82 per cent of coverage included at least one key message. The largest amount of coverage was based around the announcement from the Top 100 list (63 per cent), the dominant story being around Sepia beating Attica at the number one spot, and the winner of each state. 19 per cent of coverage mentioned that it is the first awards of its kind based on a peer voting process. This key message is predicted to only rise in years to come with the amount of success that followed the Top 100 announcement.

PR


07 Summary Feedback from both consumers and the industry have highlighted that the 2015 event was a success. Sepia recorded roughly 46,000 hits to their website within 24 hours of the announcement and have been booked out for the 2 months after the announcement. Many restaurants featured on the list have mentioned an increase in trade of 20% since the announcement. Sixpenny highlighted that restaurants can judge the success of an award from the affect this has on business, and they were able to see a significant lift in bookings after the announcement. Consumers were highly engaged with the winners list. The Top 100 AFR article recorded over 5700+ social shares with social feedback including comments such as “Amazing list” and “Congratulations Sepia”. Sepia noted that 90% of diners at their restaurant since the announcement have congratulated them on their achievement, showing the reach of the awards announcement and coverage. We look forward to further increasing the reach, growing the audience and marketing another successful Australia’s Top Restaurants event in 2016.

Research

83% Found the voting

process Easy / Very

Easy

81% Were aware the public

could vote in the

People’s Award

People’s Award

37% Would travel interstate

for an ATR dining

experience

70% Are likely to

recommend the Dining

Program to friends

61%

Were aware of the

Dining Program

21% Attended events from

the Dining Program

8.5 of 10 Satisfaction rating from

attending Dining

Program Events

Dining Program

30% Did not attend due to

prior commitments

64% Female skew

35-44 Average age

67%

Work full time

24% Have a household

income range of $150k

– 249k

Demographics

Documents

Australia's Top Restaurants 2015 Event Report