Published on March 15, 2014
CELEBRITY CUISINE MEANDER @ THE ZONE 29 MAY – 12 JUNE 2013 Intellectual property of The Main Attraction Marketing CC 2013
BACKGROUND • In 2012 The Zone @ Rosebank hosted the first Celebrity Cuisine Meander event, which was the most talked about dinner party in South Africa • Jozi’s top celebrities turned up in their numbers for the dinner party of the year • The event set twitter alight by making the event the top Twitter trend in Johannesburg and South Africa on the night of the party and for days thereafter. • The campaign could only be described as a resounding success which generated enormous media exposure which included television exposure on real Goboza, All access, Expresso as well as Headline Intellectual property of The Main Attraction Marketing CC 2013
OBJECTIVES •To build on the success of the 2012 event and ensuring that the event remains one of the most talked about dinner in South Africa •To further establish The Zone as a top destination in Johannesburg to eat out and socialise through the implementation of a campaign largely focused on public and celebrity relations in conjunction with The Zone’s restaurants •To increase the Zone’s presence on social media platforms through the association with top South African celebrities •To gain additional added value through strategic media partners
• Date of campaign: 29 May – 12 June 2013 • Brief concept: • The main aim of this concept is to create “ the ultimate culinary experience” that would highlight the places to eat at The Zone • 10 local media personalities and celebrities will host a dinner party for 5 of their invited guests • 10 tables will be set up along the “Link Bridge @ The Zone” each serviced by a different Zone restaurant who will provide all the food and drinks • The media personality will get the opportunity to dress and style their table according to a specific theme CONCEPT
• Phase 1: Cocktail Launch • 29 May 2013 , Media briefing session • 10 celebrities will get the opportunity to randomly choose the restaurant that they will represent • The celebrities will participate in a cocktail making challenge to create buzz and excitement • Estimate 50 – 60 guests • All participating media will be invited to a media briefing at The Zone, prior to the event • At the briefing each celebrity will be matched to a participating restaurant and given a theme for their dinner party • To create excitement and media buzz prior to the event, each participating • celebrity will take part in a fun,, mini food related challenge at the media briefing. • Celebrities will be paired with each other • The team’s challenge will be to make 2 cocktails, 1 being a virgin and the other an alcoholic cocktail • Food and wine editors will be invited to judge the celebrity cocktails • The judges will have to select a winner for each cocktail category • The winner from each category will receive a gift card from The Zone valued at R1000 for themselves and their charity CONCEPT
Phase 1: Media Briefing / Cocktail Launch
• Phase 2: Celebrity Cuisine Meander – Dinner Event • 12 June 2013 • Each celeb will host a dinner party at The Zone for 5 of their invited guests • Celebrities and their guests will have to dress according to the their allocated theme • Each celebrity will be competing to win R 5000 donation to their favourite charity and a R 5000 The Zone gift card for themselves • 10 tables will be set up on the “Link Bridge” at The Zone • The competition will give one lucky The Zone shopper the chance to join the Gourmet Gallivant dinner with some or their favourite Jozi celebrity • The winner will be selected from shoppers who voted for their favourite celebrities' culinary creation • The winner will be joining their celebrities on the dinner evening CONCEPT
Phase 2: Celebrity Cuisine Meander – Dinner Event
MEDIA COMPETITION • Key local food and lifestyle media will also be invited to attend the celebrity challenge • An extra table of 8 will be set up specially for the invited media • Each restaurant will have to serve the media table the same food as the celebrities • The media will also be judging their favourite dinner party based on the below criteria's: • Best Entertainment • Best Food • Best dressed (Fir the theme) • The winner of the media competition will win an additional R 1000 donation for their charity
Media Briefing for Celebrity Cuisine Meander Date: Tuesday 29th May 2013 Venue: Hashi Sushi @ The Zone Time: 12h00 – 15h00 Agenda: Media briefing and Celebrity fun Challenge. The Celebrity winner of the challenge will walk away with a R1000.00 The Zone gift voucher Celebrity Cuisine Meander Dinner Date: Wednesday 12th June 2013 Venue: Link Bridge, The Zone @ Rosebank Time: 18h30 – 23h00 Agenda: Welcome cocktails & canapés to compliment the themes of each table 3 Course Dinner Menu & refreshments for each Celebrity and their 5 guests Each Celebrity will walk away with a R1000.00 The Zone gift voucher, and R1000.00 gift voucher for their charity of choice. Each Celebrity will have a specific theme allocated for their table. The challenge will be to ensure you bring the WOW factor to your themed table and to get all your guests to dress as per that theme. The Celebrity winner will be judged on best dressed table and best dressed guests The winning Celebrity will walk away with an additional R1000 gift voucher for themselves and additional R4000.00 gift voucher for their charity of choice. RSVP: By no later than Thursday 16th May 2013. The Main Attraction Marketing: firstname.lastname@example.org / +27 79 482 6498 / +27 84 905 7000
ADVERTISING • Celebrity Cuisine Meander is a PR campaign, therefore no traditional advertising will be done e.g. Radio or newspapers • The following In centre elements will be used for advertising: • Touch screen • Kiosk Panels ( depends on new info kiosk installation) • Escalator Hoarding (Depends on installation of new escalators) • A1 & A2 posters • The Zone website • Social Media
PR Focus • Note that this campaign is largely focused around the association with local celebrities and media personalities • The campaign is also based social media involvement by way of encouraging celebrities to Tweet about what they are up to • Statistics show Facebook continues to grow: • 4 567 640 South African users on Facebook • More than 50% of active users log on to Facebook in any given day • Average user has 130 friends • 31% of Facebook users in SA are between the ages of 18 – 24 • 30% of Facebook users in SA are between the ages of 25 – 34
Confirmed Celebrities • Favourite media celebs & Twitter kings and queens: • Claire Mawisa: Kaya FM producer Poppy / Anele • Whackhead Simpson • Loyiso / HHP • Lerato Moloi ( Elizabeth Arden face) • Sam Cowen • Hlubi Maboya • Kuli Roberts • Leanne Mol • Somizi • Sashi Naidoo • Christina Storm
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