Leveraging Event Sponsorship - Good Food & Wine Show 

Challenge

• LG Electronics partnered with the Good Food & Wine Show to bring Australia’s largest consumer food and wine exhibition to Melbourne, Sydney, Perth and Brisbane.
• As a long standing client, B-M was appointed to leverage the partnership which included sponsorship of the LG Celebrity Theatre headlined by Gordon Ramsay, the LG VIP Lounge and to promote the new cooking product range.

Solution

• Working with LG and the Good Food & Wine Show, B-M assisted in the organisation of media briefings at each show to build awareness amongst key consumer and trade media, as well as separate events for LG’s key Retailers.
• Media were invited to a breakfast hosted by Gordon Ramsay, before being invited to see his cooking demonstration in the LG Celebrity Theatre.
• One-on-one interviews were also arranged with media and LG spokespeople to discuss LG’s new range of cooking appliances previewed at the Show.
• B-M also leveraged the sponsorship by partnering with local media in each state and securing newspaper and radio giveaways.

Outcome

• Over 75 top tier media attended the Melbourne, Sydney and Perth events, including Channel 7, Channel 9, Sydney Morning Herald, Daily Telegraph, Australian Home Beautiful and cooking bloggers
• To date, almost 120 media clips have appeared featuring LG branding. The Brisbane event will take place in November 2009.