Following the success of the PR campaign for the smooth Festival of Chocolate in 2015, The Society Group was again retained to support Nova Entertainment’s internal communications and integration teams with a PR & Influencer Campaign for 2016.
As part of the campaign, The Society Group developed a strategic plan which covered five phases of the Festival from pre-launch, launch, teaser campaign, execution & event support and post event wrap up.
Acting as an extension of the smoothFM & Nova Entertainment Teams, The Society Group assisted and drove the following initiatives –
Festival Weekend – Facebook
Blogger Event- Facebook
Celebrity Dinner- Facebook
THIRD SMOOTH FESTIVAL OF CHOCOLATE SECURES RECORD CROWDS
NOVA Entertainment’s third smooth Festival of Chocolate secured record crowds, with over 100,000 attending the event and 90 exhibitors, on Saturday 10 and Sunday 11 September in The Rocks.
With returning partner Callebaut, and Channel Seven’s Zumbo’s Just Desserts, Lindt, Australian Gourmet Traveller and InterContinental Sydney on board for the first time, the smooth Festival of Chocolate exceeded last year’s 112,000 attendees. In addition, over 8000+ photos were posted to Instagram using the official #smoothchocfest hash tag demonstrating the festival’s popularity.
Luke Minto, NOVA Entertainment Sydney General Manager said, “The smooth Festival of Chocolate is the perfect brand extension and has now delivered the biggest two day food event in Australia for the people of Sydney. smooth 95.3 is the number one FM music station and continues to grow in popularity with consumers and commercial partners The weekend was further proof of the success of the smoothfm 95.3 brand as more than just a radio station.”
The Chocolatier’s Quarter, featuring acclaimed Pastry Chef Dean Gibson creating a chocolate festival showpiece – Pumpkin Head Scare-Crow, artist James Patrick and Baked By Joanne demonstrating her cake decorating skills, saw over 25,000 people pass through the quarters. The Bilpen Cider Garden sold out several times, another pallet was required to fulfil its popularity, and exhibitors located in First Fleet Park like Zumbo and The Black Star Pastry were inundated throughout both days.
The Callebaut Test Kitchen, hosted by smoothfm’s Cameron Daddo and Ty Frost, returned for a third year with huge crowds watching demonstations by some of the best pastry and dessert chefs including Jean Michel Raynaud from La Renaissance Patisserie, Christopher Thé: Black Star Pastry, Shangri-La Hotel Sydney’s Anna Polyviou, Gigi Falanga and Ali King from Zumbo’s Just Desserts and Gourmet Traveller Food Editor Emma Knowles.
Partnering with the festival for the first time, The Lindt Lounge located in front of the MCA, was a popular attraction. Guests were able to meet Swiss Lindt Master Chocolatier Stefan Bruderer and could customise their own Lindt Excellence Block or taste the three exclusive new éclair flavours.
smoothfm’s weekend announcers Richard Wilkins and David Campbell, drive announcer Byron Webb and smoothfm 95.3 breakfast announcer Bogart Torelli mingled and took photos with festival attendees.
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