Ultimately, the campaign performed incredibly well, with improvements across several key metrics. We have prepared a short case study about this media activity specifically through the lens of their Melbourne show. Please see the below link to read the full study.

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The Good Food and Wine Show (GFWS) team has completed an advertising review of their four shows across Australia following a major piece of strategic research with Melbourne based research firm, Nature, at the end of 2022. Newly appointed Senior Marketing Manager for the Good Food and Wine Show, Marnie Nichols, has appointed Faith to handle the media buying and creative execution for the shows with SEM and Meta being handled by DataSauce.

“We were excited by the strategy and approach Faith presented with clear consideration for the audience. Based on our research findings, we are bringing a greater focus on content, creative, digital and video to our media mix.  A fresh approach and greater collaboration across our marketing partners will help us maximise our brand impact and continue to grow the shows and deliver results for our partners, exhibitors and attendees”.  Marnie said.

The Good Food & Wine Show is in its 22^nd year with the first 2023 show scheduled for Melbourne, on May 19-21^st at the Exhibition Centre (MEC) followed by the Sydney show in June.   The new campaign strategy is in the process of being launched and rolled out with various media components.  PR is being handled by Pressed PR and Hunter Communications for the Perth show.

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Recently we were given the opportunity to develop a new brand architecture resulting in a substantial rebranding effort for the NFP Port Fairy Spring Music Festival.  The festival has been unable to be held for two years because of COVID.  Under the guidance of Artistic Directors, Monica Curro and Stefan Cassomenos, a musical program has been developed which is regenerative in its content with an eclectic range of events that will appeal to a broad audience of musical tastes.

Acknowledging the need to revitalise the brand the board appointed Faith to work on an evolution of the brand positioning, a new design for the website, and a communications plan that would broaden the appeal of the festival, particularly in Regional Victoria.

Working collaboratively with the board, and the Artistic Directors, our rebranding experts developed a new logo for the festival and a positioning line, ‘Live the Music’ which reflected the journey of the festival over its 32-year history.  The logo takes its inspiration from musical notes and provides a graphical representation of the festival which is both flexible and adaptable.

Working with Adelaide software development solutions company I-NEX, Faith developed a new contemporary website design supported by I-NEX’s tailored arts ticketing system.  A new television commercial has been created to support the festival and to create greater awareness for the festival throughout Western Victoria.

A highly visual creative approach was adopted which highlighted the beauty of the Port Fairy coastline and its rare backdrop as a stage for a celebration of music.  Response to the program and rebranding efforts has already been very positive.  It is anticipated that this year’s festival will see audiences re-engage with this iconic festival and attend what is arguably its most exciting program ever.

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Using this anniversary as the focus of their display, while also celebrating their other brands including Maxi-CUBE, Hamelex White and Trout River, MaxiTRANS sought Faith’s assistance across a range of different pieces. We originally consulted on stand ideas and how best to convey the story being told earlier in 2020, but in time for the show’s launch, we were required to develop key assets as a part of the presentation.

The first part of our assistance involved development of a number of different signs to be used not just at the show itself, but also during MaxiTRANS-specific events separately. With solid briefs and a range of key hero imagery, we worked quickly and efficiently to develop the appropriate assets to exact specifications.

In addition to the signage, we were also heavily involved in developing a brand-new range of brochures representing each of the six primary MaxiTRANS brands, as well as their Servicing and PBS capabilities. Created over a number of months, these brochures each had a shared look and feel to sit comfortably side-by-side, while still reflecting the unique advantages of each of the brands. These were developed primarily as digital-only documents, to be shared on the MaxiTRANS website and at the show using QR code scanning on mobile phones.

And most importantly, we developed the 10 various hero videos that were displayed next to each trailer featured at their stand. Cut together using an assortment of previous videos, advertisements and new concepts, these videos were a serious amount of work. However, thanks to the hard work of our internal video team and MaxiTRANS’ steadfast support, we managed to pull everything together in time for the show.

And what a show it was! With a huge amount of interested customers making their way through MaxiTRANS’ display, many internally and externally said it was their best show ever. Through the design & creative, strategy and videography work of the Faith team, we’re proud to say that we were a part of something special. If you’re interested in learning more about our B2B capabilities, get in touch with us today.

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In recent years, one of the more successful activations we sought to assist with was destination events, developing creative around festivals celebrating specific foods and cuisines. In the past, we helped with Chocolate Festivals, Truffle Festivals, Barbeque Festivals and more. However, one of the most successful activations was Prahran Market’s Cheese Festival.

Rebranded in 2018 as the Say Cheese Festival, over the course of one day in late September, all of the Prahran Market traders join together to celebrate the oozy, gooey goodness provided by all the different varieties of cheese. And Faith has been right there, every year, assisting in key branding and collateral development.

For the 2020 edition, change was fundamentally required due to the COVID-19 pandemic. While Prahran Market has been able to continue trading with COVID-safe guides in place, it was simply unreasonable to continue with Say Cheese in its previous guise. As such, it was determined that over a period of three days, through a combination of digital and physical activations, Prahran Market would hold a new and improved Say Cheese Festival.

The key piece of creative for this campaign was the hero poster, to be prominently displayed around the market for regular shoppers to see, developed by our internal creative and design team. While the imagery had been developed for a previous year, it was cleaned up and updated in new colours to reflect the new approach with key messaging and events being clearly communicated.

This creative was then spun out into other formats, including images for social media management, landing page banners for web development and GIFs for digital display. Each one of these elements maintained the same creative theme throughout, appropriately developed to be engaging and in line with the rest of the campaign.

The newest element of the campaign was a series of illustrations developed, aimed at engaging with users on a more viral level. Based on a series of clever cheese puns that tied in with the state of lockdown in Victoria, including “Absence makes the heart grow Fondue”, and “Lockdown can be really Grating”, our wonderful designers came up with cute graphical illustrations coupled with dynamic fonts to build out a comprehensive concept. These would appear on merchandise as well, including t-shirts and tote bags, keeping customers engaged with the Market outside of being there.

Ultimately, while the result of the campaign is yet to be fully measured, we’re incredibly proud of the work that we achieved with Prahran Market, especially in the working-from-home environment that most in Victoria are currently dealing with. It is a credit to the relationship built between Faith and Prahran Market that we were able to work through this process quickly and effectively, and we look forward to working with them on their upcoming Christmas campaign and future efforts in 2021.

For more information about how Faith can help your business, get in touch with us today to learn more.

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Since 2017, MaxiTRANS has been closely linked to R U OK? Day (the second Thursday of September), committing to donating 1% of all sales made on the day to this incredible cause. They have engaged with their staff both in head office, dealerships and service centres across Australia to ensure that everyone has their voice heard and are asked, “are you okay?”.

Faith has been working with MaxiTRANS since late 2018 and has assisted in communicating their connection with R U OK? ever since. Mental health means a lot to Faith and we’re proud to help out.

In 2020, MaxiTRANS once again had pledged to donate 1% of all sales made on R U OK? Day, and asked Faith to develop a series of pieces aimed at conveying the importance of the day and letting customers know the good that they would be doing if making a purchase with the brand.

The primary point of communication for MaxiTRANS and its numerous dealerships and service centres across the country is a simple A4 flyer. To be prominently displayed in these facilities throughout the latter days of August and through September up to September 10^th (R U OK? Day in 2020), the flyer had to cleanly and effectively communicate the offer as well as the backstory of R U OK? and of MaxiTRANS’ involvement. Our creative and design team was more than capable of developing an appropriate design fully compliant with MaxiTRANS brand guidelines.

A huge part of the MaxiTRANS business is social media management. With six primary brands having varying target audiences, as well as the parent organisation requiring a voice, Faith has managed these pages from the very beginning. It was of course critical that we leveraged these almost 25,000 users to engage with them about such an important cause.

A series of organic posts were developed to communicate the incentive, but paid activity was also coordinated to run simultaneously, both to spread the message beyond the organic audience but also to encourage those new users to follow the brands that were relevant to them.

Finally, a series of digital display GIFs were developed for MaxiTRANS’ own Google Display campaign as well as for external sources including Truck Sales, a critical cog in the new and used trailer market for MaxiTRANS. These GIFs sought to convey the basics of the campaign (R U OK? Day, the promotion, and where to find out more information) in a series of GIFs presented in multiple sizes, cleanly and clearly, with eye-catching design.

While the final results of the campaign are yet to be determined, we can be proud of MaxiTRANS’ and Faith’s involvement in such a critical cause. This campaign was a huge testament to the relationship that exists between client and agency, with quick turnarounds and exceptional results. We look forward to continuing our partnership with MaxiTRANS into 2021 and for the next R U OK? Day as well. For more information about how Faith can help your business, get in touch with us today.

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Faith were tasked with developing the key creative direction for the event, as well as coordinating a targeted media campaign. Whilst previous campaigns have used a combination of modern imagery and real-world shots, the design brief this year, was for something more art deco and 1930s inspired. An engaging watercolour graphic of ‘stacked cheeses’ provided the centrepiece of our creative platform, that was enticingly rolled out across the event poster, billboards and other media.

A multi-station radio campaign was recommended as a key driver to increasing awareness of the event. In addition to radio, Faith ran a well-targeted paid social media campaign as well as ‘eye catching’ outdoor billboards to positive effect. The overall campaign delivered an outstanding result with significantly increased visitation, and audience insights that will assist future marketing campaigns.

Faith are proud to be a key marketing partner of Prahran Market, Melbourne’s oldest operating market, and contributing to upcoming events that include Christmas and Sizzlefest 2020.

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As advertisers, we are always looking for the best way to engage with consumers and create a memorable impression. And with all the advertising noise these days it’s important to find a way to target specific individuals or groups, grab their attention and leave a resonating impression. Through event marketing you can do just that by providing a memorable experience, connecting with the customer on a personal level and creating brand equity.

An effective event marketing strategy should be focused around the customer experience and brand interaction, and the specific event held should aim to build and strengthen the consumer/brand relationship.

What types of events can be held? These can range anywhere from product launches and trade shows, to charity events and food festivals depending on your business and brand.

One large-scale example is the Macy’s Thanksgiving Day Parade that occurs every Thanksgiving Day in the States. Originally this was an event created by the Macy’s Department store employees and has now become one of the most well known and popular brand events in America with Macy’s Department store forever being top of mind for consumers during the holiday shopping period.

A local example is Prahran Market who recently deployed an event marketing strategy by holding various small foodie festivals over the year within the Market to help promote their brand to the local community. These have ranged from truffle to lamb to cheese and since Melbourne loves a good festival, no matter the shape or size, they have had fantastic success with the events attracting hundreds of new customers. The festivals have increased foot traffic, promoted repeat customers and have left a memorable impression that has resonated with the consumer.

So, whether it is a local, national or even global event, this type of marketing strategy helps cut through the advertising noise, creates significant customer engagement and develops a strong consumer/brand relationship.

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