California Culinary Campaign

California Culinary Campaign

California Culinary Campaign

Overview:

With intent to travel to the US at an all-time high and repeat visitation to the US rising above 70%, developing California’s culinary reputation presented an opportunity to grow market share. The campaign solution we presented was the most integrated campaign Visit California had ever implemented.

Objectives:

Leverage consumer interest in culinary and position California as a top culinary destination.
Showcasing California’s diversity of culinary experiences.

Strategy:

Leverage the popularity of Australia’s number one reality cooking program, MasterChef by using a week-long broadcast integration to spearhead a multi layered campaign designed to promote California as a world class culinary destination. Include a trade coop as part of the campaign activity in order to provide measurable ROI.

Approach:

  • Broadcast Integration
  • Magazine Partnership and Promotion
  • Group Media and Influencer Fam
  • Trade Coop
  • Owned Channel Support

Results:

  • Week-Long ‘California Week’ Broadcast integration – 240 minutes of air time: Reach over 8 million, EAV of $8million
  • 4 Week Woman’s Day magazine partnership – Reach 3,196,375,  EAV $146,052
  • Group Media Fam designed and led by Chef Curtis Stone – Reach 22,850,000, EAV $145,000
  • Social Media Reach 4,592,000

California Week Sizzle Reel

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