The Brief And Our Approach
The Camberwell Centre Association represents more than 400 retail traders along Burke Road and Camberwell Junction, including a large number of restaurants, cafes, markets and specialty food and alcohol providers.
To help promote the shopping precinct’s vast food and dining offer during the winter months, the Association hosts a month-long food celebration called Dine In Dine Out. The event begins with a ‘Food Feista’ held over the first weekend of August. Now in it’s fourth year, we worked closely with the Association to coordinate and promote the annual event.
The food fiesta activation has been a huge success, with Camberwell traders running cooking demonstrations, sharing food and promoting their precinct through marquees and other sites across the precinct.
The event was also supported by on-street activations, with entertainers and promoters directing foot traffic from the streets to the marquee and pop-up parks.
On Saturday night the event site transformed into an ‘After Dark Jazz Lounge’. Live jazz, accompanied by food and drinks, entertained a constant stream of visitors to the Camberwell precinct from 6pm until 10pm.
Since 2013, the annual event has been coordinated and managed by the Assemblo team. We’ve worked with a range of suppliers, promoters and entertainers as well as local traders to put together the event.
For the remainder of August, visitors were encouraged to experience the ‘Taste Trail’, with traders offering their food products at special prices. Visitors were then encouraged to vote for their favourite discoveries along the Taste Trail, via the Camberwell Shopping website, for a chance to win a shopping spree in Camberwell. This activity helped to drive customers to food stores, grow the Camberwell email database and encourage interaction with the local community.
The event promotions included a bespoke event newspaper (view online here) featuring unique articles, trader advertising and key event details. The Dine In Dine Out website also received a major overhaul, with a bigger focus on articles and providing more information to visitors to the precinct.
A digital and social media advertising campaign ran in the lead up to the event, supporting press advertising across local newspapers and radio. The event was also promoted across existing channels including the Camberwell websites, social media and email database.
The event drew record crowds to the precinct over the Dine In Dine Out weekend, providing traders a great opportunity to showcase their businesses. The marquee and pop-up parks were constantly busy, with a steady stream of people watching demonstrations, sampling the food and drink on offer and enjoying the entertainment.
The newspaper was delivered to 20,000 local homes, with an additional 10,000 papers handed out in the lead-up to and during the event. We saw a dramatic increase in website traffic across both the Dine In Dine Out microsite and the Camberwell Shopping websites, with several thousand new visitors to the sites during the event period. There was also strong engagement across Camberwell’s social media channels, in particular, around the hashtag #dineindineout on Instagram.