Night Noodle Markets New Zealand
Media associated with this campaign
Overview of this campaign
Fairfax Media wanted to bring a touch of Asia to New Zealand by creating a free family-friendly event to tour the country, and so we brought the Night Noodle Markets over from Australia.
What followed was a series of events that spanned the country from February to December 2016, which began in Christchurch, dropped in on Queenstown and Wellington and finished up in Auckland. Queenstown, dropped in on Christchurch and Wellington, before ending up in Auckland.
We wanted to:
Deliver a profitable event series, reaching over $1m in new revenue.
Achieve event attendance of 100,000 people over 5 days in each of the three main centres, and 50,000 in Queenstown.
Hit 12,000 likes on Facebook by December 2016.
Deliver a unique food experience that connects communities - free, family friendly, entertainment, licenced areas and great food!
Provide a new platform for key partners to engage with audiences, with real and measureable engagement via competitions and social media promotion.
To be able to continue this as a credible, ongoing event.
But of course our target audience needed to know what was coming to a town near them soon, so we implemented an awareness campaign via print, native advertising, and editorial. We also enlisted the help of our media partners NZME and Mediaworks. Social media messaging and ads highlighting the multi-cultural nature of the event were targeted at relevant social groups as well.
It was a high profile event for our partners DB Breweries/ Tiger Beer and Singapore Airlines too. Cleverly, they treated attendees to carefully crafted partnerships of food and beverages from Singaporean noodle masters, as well as giving them the chance to win return flights to Asia.
Ultimately, our unique and authentic Asian food experience quickly became the largest and most popular travelling food market in New Zealand, with diners flocking in droves to the many and varied food stalls whilst soaking up the free entertainment.
Results for this campaign
New Zealanders loved the Night Noodle Markets. 375,000 of us joined in the fun (Auckland set the record with 130,000 punters), resulting in an amazing doubling of predicted revenue from $1m to $3m.
Creating hype in each city was no small feat and Fairfax Media pulled out all the stops. We made plenty of noise across social media, pulling more than 14,000 likes for our event page.
The rest of the campaign came together using Stuff.co.nz (NZ’s # 1 digital platform), using a combination of native advertising, editorial support and targeted advertising, along with a bit of extra help from the teams at NZME and Mediaworks.
A few more impressive results from the Night Noodle Markets are as follows:
89% of attendees in Queenstown reported having heard of the event through Facebook.
In Wellington our Instagram followers increased 101% during the campaign.
For the Auckland event we had 200+ public posts using #NightNoodleMarketsNZ resulting in; 23,119 people clicked ‘interested’ on the event page; 41% increase in event page likes to 13,575, a reach of 364,396 people.
Our key partners and sponsors did their bit to promote their presence at the markets as well. DB/Tiger matched their beer with a food offering designed by a Singaporean noodle master from a Michelin star restaurant, while Singapore Airlines encouraged attendees to vote for their favourite vendor by enticing them with a social media competition to win return flights to Asia. Post-event they reported a staggering 70% brand awareness.
With numbers like that repeating the event this year became a no-brainer. Other centres want in on the act now too, with a number of entirely new regions around the country asking to host them.