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Taste of Birmingham 2008
Visit website, Taste of Birmingham
- Taste of Birmingham returned for the third consecutive year in July 2008, featuring top restaurants from across the Midlands including Michelin starred Simpsons, award winning Opus and Lasan and four top chefs from Lyon, France.
- Rewired won the regional PR brief for Taste of Birmingham 2008 after a competitive pitch
- The main objective for PR activity was to drive ticket sales across all four days of the event
- Our PR campaign needed to give previous and new visitors to Taste a strong incentive to attend
- We were required to target a broader audience base by generating press coverage across lifestyle, fashion, music and entertainment press
- We needed to build strong media partnerships to maximise support, give all the Taste restaurants and exhibitors their moment in the spotlight and communicate the Taste concept effectively across all target markets
- We developed a series of creative photocalls and stunts to grab the attention of both press and potential visitors, including a live BBQ cook-off with celebrity chef Atul Kochhar in Brindleyplace and an exclusive VIP Launch in association with Harvey Nichols
- Our targetted press releases and feature material focussed on both the strong food offering and additional lifestyle elements, to appeal to new interest groups, and retain existing ones
- Lifestyle magazine coverage was especially important for Taste in 2008, to appeal to the affluent foodies and urban professionals who enjoy socialising and enjoying the City’s hotspots
- Time management was crucial throughout, and editorial coverage was quadrupled in the 6 week run up to the event
- Media coverage for Taste of Birmingham 2008 was at an all time high; the Advertising Value Equivalent of coverage generated by Rewired was over £1 million
- PR coverage included national and regional newspapers, regional radio and television, and lifestyle magazines
- Gemma Courtenay, Festival Director for Taste of Birmingham 2008 said: "Rewired PR are not only professional but passionate, driven & great to work with. They listened to our objectives, understood them, and then used their expertise, experience & contacts to deliver outstanding results. They were an integral part of the success of the event! I can't wait for the opportunity to work with them again!"
