Ciao Yarra Valley Ciao Industry Information Session Supported - - PowerPoint PPT Presentation

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

• TO CEMENT A MONTH LONG CALENDAR

OF COLLECTIVE EVENTS UNDER AN ITALIAN THEME IN NOVEMBER TO PROMOTE OUR PREMIER WINE, FOOD AND ACTIVE EXPERIENCES

MISSION - YEAR ONE

• TO DEMONSTRATE THAT THE

YARRA VALLEY HAS THE CAPABILITY AND WILLINGNESS WORK TOGETHER TO CREATE EVENTS AND ATTRACT MORE VISITORS TO THE REGION

Ciao Yarra Valley Ciao

Mangiare, bere muovere – Eat, Drink, Move

• $60,000 Commitment by Yarra

Ranges Tourism, including $30K from Visit Victoria, to create an umbrella event campaign for November

• Why? We identified that we

had two potential events in the Giro Della Donna and Targa Florio that we could leverage

• ur rich Italian Culture
• It is consistent with our

marketing focus to create new reasons to visit the Yarra Valley, where we can effectively work with active partners to create new product.

Giro Della Donna 24/25 Nov

• In its fourth year, and have

been working extremely effectively with Yarra Ranges Tourism and the local Warburton community

• Two-Day cycling festival in and

around Warburton

• Has a real potential become a

state significant cycling festa stretching more than just a weekend

• This year will also include a

round of the National Road Series

• CyclingTips are committed to

growing it’s presence in the region, and chose this region above any other in the state.

• A regularity event for

classic cars produced between 1907 and 1976. Cars compete in 56 trials

• ver 4 days
• Includes Ferrari Trophy
• pen 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
• 16km family ride to experience

Australia’s most famous Rail Trial from Warburton to Yarra Junction, with a twist

• A progressive lunch with a ride

and eating experience to sample 5-6 dishes along the way.

• Each 2-3 Kms a new dish pasta

and parmesan, prosciutto and crostini, Gelato, Macerated strawberries, etc

• Followed by a Matinee movie at

Arts Centre Warburton

• Opportunity for local businesses

to showcase a top dish

Italian Film Festival

• 5-6 Films selected as a best of

the best from the Italian Film Festival, currently running in Melbourne.

• Strategically programmed to

add value or cross promotional impact to other events

• Can work on their own with

Dinner and Show opportunities for food and drink venues in Healesville and Warburton

• Looking for proposals from

industry to host this event…we also want your ideas and

• wnership
• Aim to have a ticketed

consumer Food and Wine event that can include our 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

LAUNCH EVENT

• THURS 1 NOV

• Industry showcase
• pportunities to help co-

brand the event village with activation food and wine activities

• Work directly with our event

team and CyclingTips to promote Italian Food and 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.

GIRO DELLA DONNA EVENT VILLAGE SAT 24 NOV

• Closing Green St

1pm-6.30pm

• Targa Florio arrives

3.30-5.30pm

• Looking o create a ticketed

street festival the will showcase all our Italian food and wine cultural produce and history

• Invited several Italian

motorcycle clubs

• Event team pulling this

together

HEALESVILLE GREEN ST FESTA SAT 1 DEC

• Italian International

Cuisine Week 18-25 Nov

• Yarra Glen Race Course

market (4 Nov)

• Yarra Valley Farmers

Market (18 Nov)

• Grapevine Gathering (24

Nov)

• Lilydale Air Show (25 Nov)
• Healesville Music Festival

(16 Nov)

OTHER NOVEMBER ACTIVITIES

• POTENTIAL

INVOLVEMENT OR CROSS PROMOTION

• $25,000 marketing campaign
• Digital focused to drive

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

EVENT MARKETING

Lead Generation for Bookings & Visits

Blogs, Posts, EDM on Specific Content Activation of Social Media Commercials, Digital Ads, PR Industry Partner Call Out Period

Marketing Process

Product Awareness Intent to travel Conversion

• Host an event that

showcases anything with a link to italian culture and

• ur 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

HOW TO GET INVOLVED – SOME IDEAS!

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
• f secret venues and food surprises
• Pizza making competitions
• Makers Mingle of food producers
• Olive pressing
• Hand cut prosciutto

OTHER IDEAS

• Italian barbers on site for a

day

• 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

OTHER IDEAS

• Italian Culture and

language over a glass of 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