AEDA | Adelaide’s Long Lunch

Strategic media launch leads to thousands of website registrations

Sector: Events & Tourism, Food & Wine, Government
  • Content Creation
  • Digital and Social Media
  • Public Relations
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The Challenge

City of Adelaide subsidiary, the Adelaide Economic Development Agency (AEDA), was set up in January 2020 to partner with businesses, government and stakeholders to stimulate economic growth and promote the city as a must-visit destination.

Adelaide’s Long Lunch was AEDA’s inaugural business and consumer campaign that launched in February 2021.

AEDA needed to secure a minimum 5,000 website registrations to ensure it could give away 5,000 x $30 vouchers via a ballot system.

The vouchers were to be spent on lunch or an experience in the CBD or North Adelaide to support hospitality and tourism operators who had been hard-hit by COVID-19 lockdowns and operating restrictions.

Our Approach

We devised a strategic publicity and influencer marketing approach that would drive registrations via the Adelaide’s Long Lunch website and ensure that all 5,000 vouchers were claimed.

This included:

  • Pitching an exclusive story to The Advertiser featuring high-profile and participating restaurant Part Time Lover as a case study
  • Staging an ‘all-in’ media call for TV news on the day the campaign launched
  • Working with Hayley and Lauren from Adelady to produce video content that was amplified across the media brand’s social media channels
  • Selecting and engaging local social media influencers to promote the campaign with creative content, including Andrew ‘Cosi’ Costello from South Aussie with Cosi and Rebecca Morse

The Outcome

A total of 45 stories with a total PR value exceeding $1.3 million was generated, including:

  • A page four story in The Advertiser on the day registrations opened, resulting in online syndication nationally
  • Nine News Adelaide and Ten News First aired stories about Adelaide’s Long Lunch on their primetime news bulletins and shared details of the campaign on their social media
  • Close to 30 social media influencer posts reached hundreds of thousands of South Australians during the registration period
  • Within 20 minutes of registrations opening, more than 1,000 people had registered for the ballot

More than 22,500 registrations were received within 24 hours of registrations opening. Influencers’ posts drove further spikes with a total 48,130 registrations received over 10 days.

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What our clients have to say

The South Australian Museum worked with communikate on a SA Tourism Award submission. The submission is a huge task with many moving parts and communikate helped bring it all together seamlessly. Always a pleasure working with CK!

Ashleigh Glynn
Communications Lead, SA Museum

We have really enjoyed partnering with communikate on some key projects and appreciate their responsiveness and the quality of service they provide. communikate’s ability to be agile and quickly act on changes to strategy has been impressive and has resulted in us being confident in the fact that they keep the best interests of our campaign front of mind. The level of detail they provide in their reports has ensured we’re able to learn from our hits and misses and adapt our future strategies accordingly.

Daniel Stevens
Marketing & Communications Team Leader, City of Adelaide

Bec, Henry and the team understood our brand from the get go and it showed from concept to delivery. During an intensely busy time for our team, they worked seamlessly with us to develop and manage an integrated campaign... The results were outstanding and put the hotel in an excellent position to launch into a competitive market, with strong occupancy experienced. We really value our partnership.

Chris Curran
Director of Hotel Openings & Operations, Pro-invest Hotels Group

communikate were initially engaged to assist in rebranding and marketing. I was most impressed with the way they listened, interpreted our ideas and turned them into something the whole community took pride in…. Their strategy helped us to achieve strong enrolment numbers… I would highly recommend them if you are looking for a professional, innovative, talented and highly relational marketing (and more) agency.

Peter Daw
Former Principal, Mercedes College

We have been hugely impressed with the way communikate et al have immersed themselves in learning our brand and respecting our approach. It felt like they just ‘got us’ from the start! It has been such a pleasure working with their professional, smart and dynamic team.

Jocelyn Marsland
Manager – Communications and Marketing, Emerging Minds: National Workforce Centre for Child Mental Health

We love the Daily Moves branding that communikate et al created. It is friendly, flexible for different applications, and our marketing collateral stands out from the rest. We have received a lot of compliments from participants and stakeholders who love it just as much as we do.

Alyssa Hill
Daily Moves Program Coordinator, City of Unley

communikate et al were an integral part of the King William Road upgrade team from the initial community consultation right through to completion. The brand they created fit the project perfectly. They took the time to understand the complexities and always delivered with strategic oversight, ensuring things were done with purpose and meaning. Having them on board was invaluable.

Akarra Klingberg
Former Coordinator Business and Economic Development, City of Unley

communikate et al has been our trusted partner for strategic communications and advice over a number of years. The team is always responsive and reliable, and the quality of work is first rate.

Anita Harvey
Head of Brand & Marketing, Partnered Health

communikate bring a valuable offering to project delivery mainly due to their industry experience in navigating through complex situations by providing balanced points of views with focused outcomes.

Mark Van Roekel
Capital Delivery Manager, Flinders Ports Holdings

Could not be happier with the team at communikate et al. They understand us, and that is reflected in the brand assets they crafted for our business. The positive feedback has been overwhelming.

James Kennett
Executive Director, Kennett Builders