Chinese cuisine includes styles originating from the diverse regions of Chi Nina, as well as from Chinese people in other parts of the world. The history of Chinese cuisine in China stretches back for thousands of years and has changed from period to period and in each region according to climate, imperial fashions, and local preferences. The Four Culinary Traditions of China are Schuman, Cantonese, Jungian and Sandhog. We assume there is a Brisbane Chinese Food Festival, aiming to introduce Authentic Chinese Food Culture, and to popularize and teach four CulinaryChinese cuisines. “A Bite of China” will be held in Southland, which is a perfect location for such a feast.
As an advertising agency to promote and advertise this event to the public, we will first provide a clear positioning strategy for A Bite of China and develop compelling advertising objectives, followed by the analysis of target market. A decent creative strategy and a comprehensive media selection plan will be presented and explained based on the previous insights. Lastly, we will list the budget and measurements to ensure the effectiveness and feasibility of our plan. 4 2. PositioningBrisbane is a home for a number of festivals every year ranging from Arts, film, food, music, regional and many more. Brisbane is the 3rd largest city in Australia with a population of 2. 2 million people and was declared a global city in 2008.
Brisbane has its doors open for new ventures which also includes encouragement for new festivals to attract Australian people as well as internationally. Narrowing it down to a specific type of festival, Good food has made its space in Melbourne and Sydney through television shows and food festivals. It has now decided to enter Brisbane through Night Noodle market which will be 1 1 sights long.It is also giving a chance to local restaurants to portray its tastes. One major point is that the entry is free. In contrast, the Chinese festival “A Bite of China” has an entry fee ($12 Ticket). Other popular food festivals in Brisbane are Brasilia, regional flavors and many more small scale festivals based on occasions of different countries.
These indirect competitors has a concept completely differs from A Bite of China. A Bite of China has thoroughly positioned itself by authenticity. The festival comprises four traditional cuisines introducing ingredient collection, luminary skill as well as table etiquette.Additionally, local Chinese restaurants are given a chance to participate for people attain knowledge of Chinese ingredients availability in Brisbane. Consumers would always expect something new and different in every festival. Any festival that has been imitated from past ones is a definite fail.
It is a must for the festival to be informative and interactive at all levels starting from its advertising to post-festival for it to last. For such festivals, it is necessary to reach the customer through various creative means and ultimate customers’ enthusiasm.Being hosted in an international metropolis, the festival aims to target on multinational audiences. Consequently, the target consumers of our festival will be quite broad, and it will be explained precisely in latter part. 5 weighing CHEM._42822583; Junk DAD_42776284: Visional GEOL._43446799; 3.
Advertising Objectives 3. 1 Communication objectives Time period: 9 Weeks Objectively : Reach and create awareness among 70% of the target audience in Brisbane, Sunshine Coast and Gold Coast areas. Achieve 60% awareness among the university students in Queensland. Objectives: Form interest in the festival among 60% of target audience.Communicate basic information and knowledge about the theme of the festival-? it is the most authentic Chinese feast with the offering of four regional cuisines. Objective 3: Create likeability about the festival among 50% and preference among 40% of the target audience. Creative positive feelings by conveying message, conducting preheating events and generating positive WHOM (likes) on social media.
Objective 4: Stimulate and obtain purchase intention among 30% of the target audience. Participation will be achieved in forms of online discussion, attending reheating activities (both online and offline), and visiting website.Objective 5: Attain ticket booking and attendance among 30% of the target audience. 6 weighing CHEM._42822583; Junk DAD_42776284 Visional GEOL.
_43446799; 3. 2 Behavioral objectives Behavioral objectives includes three dimensions, which are cognitive, affective and connective objectives (Belch, et. Al. , 2012). The ultimate aim Of this campaign is to attract more target audiences to purchase and participate in the food festival. Objectives Description Cognitive The detailed information (when, where, and about what) of this festival would be provided on the TV ads, prints, social networks, and official website.For instance, the official website not only includes the time, location and small video to introduce this festival, but also online events and sell tickets. This campaign is trying to attract bodies Chinese food lovers to have chance to contact the unique Chinese culinary culture and Chinese cuisines.
On the website, small events, such as vote for favorite dishes, will be held, which arouse people’s interest in Chinese food about the ingredients, cooking process, appearance and taste to create positive emotions towards Chinese food.This campaign is aiming to engage more audience to participate in social networks, online & offline events, and purchase the festival tickets. Besides, this campaign wants to enhance positive word-famous through customer engagement to raise awareness of this festival. Affective Connective 3. 3 Sales-oriented objective The population in South-east Queensland was 3. 05 million people by 2011 (ABS, 2014). Therefore, we assume that half of the whole population are the target audience of this campaign, which is approximate 1 million.
Consequently, over 150 thousands people would actually attend the festival which will contribute $1. Million for the festival. 7 4.
Target Market Asian festivals are characterized as authentic traditions which have succeeded in attracting audience worldwide. Authentic Chinese food and traditions also not exceptional. Our consumer insight is differentiated into two: Non-Chinese who are interested in Chinese food culture Chinese residents and students Since it is a Chinese festival, it will be initially targeted on Chinese who have certain intension to attend the event. Attracting them would enhance the possibility of word of mouth which is much needed and an effective means or creating the buzz.This can be done through using local markets as a source Of publicity which can directly target food lovers and local people. Target market does not limit to Chinese, it is for all nationalities and ages from 17-50. Our target would be people who speak English or Chinese with basic education. Second step would be to rigorously target through social media by tagging the events page in several other popular local pages.
One of the important targets would be university students as they would always be ready to try and experience something new. Another major target would be coal families and house makers.According to Census Quick Stats (2014), in the 201 1 Census, there were 19,305 people in Southland, Queensland of these 50. 8% were male and 49. 2% were female.
The median age of people in this areas was 32 years, and the mainly age of residents are between 15-54 years old. In addition, there are more than 41 00 families living in this area, and each family has at least one child. The need for family out or friend bonding has made Chinese festival one of the options if they plan to hang out. Also it would be an opportunity to attract new potential customers through WHOM.