Media & PR Amplification Of Australia’s Longest-Running Regional Food Festival
Ready Marketing delivered a fully integrated PR and marketing campaign including media famils, influencer partnerships, SEO and social media for the 2025 FOOD Week. The campaign demonstrated the power of a cohesive, insight-led PR and marketing strategy to elevate both a flagship regional festival and the local producers who bring it to life.
By uniting national media outreach, immersive famils, digital-first storytelling and influencer amplification, the project not only exceeded every objective but also delivered measurable economic impact, record-breaking awareness and the most diverse audience in the festival’s 34-year history.
The results reaffirm that when regional stories are told authentically and strategically, they drive real visitation, real spending and long-term destination appeal—cementing FOOD Week as a premier force in Australia’s culinary tourism landscape.
Key project highlights included…
A 237% increase in website views and 31% growth in ticket revenue in 2025, injecting over $5 million into the local economy.
Over 90% of ticketed events SOLD OUT with generated wait lists.
16.7M content views over the 3-month campaign with articles in Traveller, Australian Traveller, Delicious, Eat Drink Play, Concrete Playground, Broadsheet and more.
BACKGROUND
FOOD Week is Australia’s longest-running regional food festival, celebrating its 34th year in 2025 with nearly 100 events across Orange, Blayney and Cabonne. The festival is a cornerstone of regional tourism and economic development, generating over $5M in economic impact and cementing Orange’s position as NSW’s leading food and wine destination.
Despite its success, research and feedback showed that member-led events lacked visibility compared to the major Signature Events, creating an opportunity to elevate the whole festival program through strategic media and PR investment.
OBJECTIVES
Deliver a multi-channel PR and media campaign to:
- Secure at least one national feature story.
- Host four or more media/influencer famils.
- Generate over $1M earned media value.
- Grow FOOD Week’s social reach by 30% year-on-year.
STRATEGY & CONCEPT
Working with Ready Marketing, FOOD Week designed a bespoke PR strategy guided by the FOOD Week Marketing Plan, Central West DMP, and NSW Visitor Economy Strategy 2030. The approach focused on amplifying both Signature and Member-led events through a mix of:
- National media coverage (The Australian, Traveller, Australian Traveller, Delicious).
- Targeted PR famils showcasing provenance, paddock-to-plate stories, and seasonal produce.
- Influencer partnerships (Time Out, Urban List, Broadsheet, Instagram tastemakers) to reach younger demographics.
The rationale was clear: surveys and analytics confirmed a direct correlation between national media exposure and ticket sale spikes. By raising the visibility of member-led events, the campaign aimed to drive ticket sales, visitation and regional spend while positioning Orange as a year-round food and wine destination.
Target Markets
- Primary: Premium Intrastate Experience Seekers (35–64) – high-spending travellers motivated by provenance, premium experiences and food credibility.
- Growth: Younger Food Enthusiasts (25–44) – digitally native, motivated by Instagrammable and influencer-endorsed experiences.
- Secondary: VFR (Visiting Friends & Relatives) and the Local Community – who drive grassroots hosting and repeat visitation.
Activities & Tactics
- Hosted pre-event and in-festival media famils to generate long-lead and short-lead coverage.
- Developed content pitches highlighting chef and producer stories.
- Commissioned influencer campaigns to deliver digital-first, visually engaging content.
- Strengthened collaboration with Orange360, councils, and local industry to maximise exposure.
OUTCOMES
- Media Impact: 17 major feature articles across 9 outlets, including The Australian, Traveller, Delicious, Time Out, Broadsheet, Urban List, The Guardian, and Eat Drink Play.
- Earned Media Value: $1M+.
- Social Impact: 1.6M+ total impressions.
- Facebook reach: 223,574 (up 493% YOY).
- Instagram reach: 33,046 (up 64% YOY)
- Sales Impact: Direct spikes in ticket sales tied to coverage (e.g. Harvest, Bake).
- Audience Diversification: Retained premium 35–64 core while significantly boosting engagement among 25–44s.
KEY LEARNINGS
- Early and authentic media engagement builds credibility and maximises long-lead exposure.
- Influencer content is now essential to drive younger demographics.
- Collaborative storytelling between producers, chefs and venues strengthens regional identity and reinforces the festival’s brand promise.