Eat the Island: promoting the Jersey Food Festival
Liquid was tasked with promoting the first-ever Eat Jersey Food Festival on behalf of The Atlantic Hotel, home to the Michelin-starred Ocean restaurant.
The aim was to drive ticket sales to the festival and communicate the exceptionally high quality of Jersey’s culinary scene through targeted, value-added media coverage.
People make compelling PR so we used the festival’s stellar line-up of top chefs to highlight key messages about Jersey as a must-visit destination for amazing food experiences. The chefs, boasting seven Michelin stars and 28 AA rosettes, were able to provide expert commentary and engaging content. We developed relationships with key journalists, giving them access to interesting “foodie” material and interviews, selecting them based on their industry/consumer credibility, influence and social media reach.
We achieved 31 pieces of Channel Island coverage, including three broadcast items, plus several double page spreads in the Jersey Evening Post, which has a daily reach of more than half of the island’s adult population. Tickets sales were higher than expected for the first year of the festival, notably with a short eight-week run in to the event. A target was not set for 2015, the inaugural year, but the client was very happy with take up and were re-engaged as PR partner for 2016.