Howard R. Miller - Laserfiche WebLink

Home Browse Search

~ HOWARD R. MILLER COMMUNICATIONS CAs=sruDY: 2008 RX)[) NElWORK9JUTH EEAOi WINE& RX)[) FESTlVAL The Food Network SJuth !?eadl VVine & Food Festival isan internationally sua:essful star-studded, four- day/52 event destination showcasing the talents of the world's most renowned wine and spirits producers, dlefs and a.Jlinary personalities. ~onsored by SJuthern VVine & ~irits of Rorida and Rorida International University (RU), the Festival benefits the Teadling FEstaurant and the SJuthern VVine & ~irits !?everage Management Center, both located at RU. 2008 marked the seoond oonsea.Jtive year that the Food Network signed on as the title sponsor of the Festival, oontinuing to open doors for increased avvareness of the event on a national level. The Festival has beoome one of the largest and most well-known festivals of its kind in the oountry and the world, oontinuing to attract the best in the industry to SJuth !?eadl. Howard R Miller Communications (HRv1C) oontinued as the marketing oounsel for the 2008 Food Network SJuth !?eadl VVine & Food Festival, for the seoond oonsea.Jtive year to integrate all marketing and advertising activities. HRv1Cdeveloped a oost-effective integrated marketing plan to adlieve the following Festival marketing goals: · ~ure ElIdgat: HRv1 C reduced the marketing' advertising budget even more from last year's reduction of $61,589.25 to $22,510.00 this year. This budget has aJrrently earned a media value of $7,866,954.00. The advertising oost reduction oCa.Jrred as a result of (a) evaluating the effectiveness of last year's paid advertising, (b) maximizing online marketing opportunities, (c) building upon relationships with returning media and (d) forming new relationships with first- time media sponsors. · Inaease B<posJre: Generated 936,542,360 media impressions a (with several outstanding media inquiries, we know that the number is actually higher), oompared with 304,831 ,804 last year. This number only reflects marketing'advertising and does not indude public relations placements. · Maximi2e Marketing Opportunities with CDrporate ~nsors: Coordinated numerous marketing cross-promoti ons with oorporate sponsors and t hei r media affi liates (e.g. New York 1i mes, VVi ne ~edator, Miami Herald). 2008 marked the seventh and most sua::essful year of the Festival, paving the way for further opportunities for the 2009 Food Network SJuth I?ead1 VVine & Food Festival, aswell as potential national expansion of the branded event to other top U.S dties, induding New York. Page 27 of 44 Bd No 11-02-02