Ciao Yarra Valley Ciao Industry Information Session Supported by
Key Points: • Event Overview • Anchor Events • The Industry Opportunity • What are we looking for? • Next Steps
Ciao Yarra Valley Ciao Mangiare, bere muovere – Eat, Drink, Move EVENT VISION MISSION - YEAR ONE • TO CEMENT A MONTH LONG CALENDAR • TO DEMONSTRATE THAT THE OF COLLECTIVE EVENTS UNDER AN YARRA VALLEY HAS THE ITALIAN THEME IN NOVEMBER TO CAPABILITY AND WILLINGNESS PROMOTE OUR PREMIER WINE, FOOD WORK TOGETHER TO CREATE AND ACTIVE EXPERIENCES EVENTS AND ATTRACT MORE VISITORS TO THE REGION
Ciao Yarra Valley Ciao Mangiare, bere muovere – Eat, Drink, Move • $60,000 Commitment by Yarra Florio that we could leverage Ranges Tourism, including our rich Italian Culture $30K from Visit Victoria, to • It is consistent with our create an umbrella event marketing focus to create new campaign for November reasons to visit the Yarra • Why? We identified that we Valley, where we can had two potential events in the effectively work with active Giro Della Donna and Targa partners to create new product.
Giro Della Donna 24/25 Nov • In its fourth year, and have stretching more than just a been working extremely weekend effectively with Yarra Ranges • This year will also include a Tourism and the local round of the National Road Warburton community Series • Two-Day cycling festival in and • CyclingTips are committed to around Warburton growing it’s presence in the • Has a real potential become a region, and chose this region state significant cycling festa above any other in the state.
• A regularity event for classic cars produced between 1907 and 1976. Cars compete in 56 trials over 4 days • Includes Ferrari Trophy open to Ferrari’s produced from 1977 to present day. • Second time ever the race has happened outside of Sicily in its 102 year history • How can we make this a spectator attraction beyond participation.
EAT..DRINK … RIDE Family Day • Proposed 10 November • Each 2-3 Kms a new dish pasta • 16km family ride to experience and parmesan, prosciutto and Australia’s most famous Rail crostini, Gelato, Macerated Trial from Warburton to Yarra strawberries, etc Junction, with a twist • Followed by a Matinee movie at • A progressive lunch with a ride Arts Centre Warburton and eating experience to • Opportunity for local businesses sample 5-6 dishes along the to showcase a top dish way.
Italian Film Festival • 5-6 Films selected as a best of Dinner and Show opportunities the best from the Italian Film for food and drink venues in Festival, currently running in Healesville and Warburton Melbourne. • Strategically programmed to add value or cross promotional impact to other events • Can work on their own with
� • Looking for proposals from industry to host this event … we also want your ideas and LAUNCH ownership EVENT � • Aim to have a ticketed consumer Food and Wine event that can include our THURS 1 NOV friends from Giro della Donna, Targa Florio and Film Festival Gala Masquerade Dinner • We have $5000 to contribute to curate event theme and entertainment • Key media event • Our event team are here to work in partnership with venue
• Industry showcase opportunities to help co- GIRO DELLA brand the event village with activation food and wine DONNA activities EVENT • Work directly with our event team and CyclingTips to VILLAGE � promote Italian Food and SAT 24 NOV Wine • Yarra Ranges Tourism will be putting activation activities into this event village • A key opportunities to link Ciao Yarra Valley Ciao with this event.
• Closing Green St 1pm-6.30pm HEALESVILLE • Targa Florio arrives GREEN ST 3.30-5.30pm FESTA � • Looking o create a ticketed street festival the will SAT 1 DEC showcase all our Italian food and wine cultural produce and history • Invited several Italian motorcycle clubs • Event team pulling this together
� • Italian International Cuisine Week 18-25 Nov OTHER • Yarra Glen Race Course NOVEMBER market (4 Nov) ACTIVITIES � • Yarra Valley Farmers Market (18 Nov) POTENTIAL INVOLVEMENT OR • Grapevine Gathering (24 CROSS Nov) PROMOTION • Lilydale Air Show (25 Nov) • Healesville Music Festival (16 Nov)
EVENT • $25,000 marketing campaign • Digital focused to drive MARKETING � conversation • Visual Merchandising (Flags, Caps, Banners, Postcards) • PR and Journalists • SMS competitions • PR stunt with Cars and Bikes • Program calendar and footpath stenciling in key towns
Marketing Process Product Industry Partner Call Out Period Activation of Social Media Awareness Commercials, Digital Ads, PR Blogs, Posts, Intent to EDM on Specific travel Content Conversion Lead Generation for Bookings & Visits
HOW TO GET • Host an event that INVOLVED – showcases anything with a link to italian culture and SOME IDEAS! our event tagline of “Eat, Drink & Move” • Make it ticketed • How to make classes • Italian Dog Show • Family Pasta and Pizza Making • Singing Nonna’s Dinner and Show
Ciao Yarra Valley Ciao • Mix n Match – Wellness & Wine, Yoga and Moscato breakfast • Which is better Italian cars or bikes, the ultimate debate and exhibition • Segreto Festa - a progressive dinner of secret venues and food surprises • Pizza making competitions • Makers Mingle of food producers • Olive pressing • Hand cut prosciutto
• Italian barbers on site for a day OTHER IDEAS • 17 Italian street foods you need in your life • Yarra Valley Barista Competition • Italian Cocktail Day - The Yarra Valley Aperol Spritz, and Martini equivalent, Negroni, Lemoncello – Yarra Valley Style, Bellini (Sparkling and Peach) • Chocolate torte time
• Italian Culture and language over a glass of OTHER IDEAS vino • Bocce, beer and bites • Spring Sopa de nonno (tomato soup with stale bread … especially if you have no teeth) • Colour by numbers Italian style • Italian opera in the vines or barrel room • Milan to Yarra Valley Fashion Parade
Next Steps: • GET CREATIVE • GET INVOLVED • TALK TO US TO HELP WITH IDEAS • COLLABORATE WITH PARTNERS AND PACKAGE • SUBMIT YOUR IDEAS ASAP to marketing@yarrarangestourism.com.au
CIAO CIAO We market and sell the Yarra Valley and Dandenong Ranges to the visitor, driving economic growth . PO Box 903 LILYDALE VIC 3140 03 8379 8000 yarrarangestourism.com.au
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