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

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
Exe EXECUTIVE DIRECTOR, Kennett Builders

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
Coordinator Business and Economic Development, City of Unley

We've worked with the communikate et al team for 18 months and they've played a pivotal role launching the Mineral Swim brand. They have successfully driven our influencer programme, managed our social media programme and generated leads resulting in sales. They are dynamic and professional, and it’s been a pleasure working with them and seeing our brand flourish.

Daena Bougoure-Latchford
Water Treatment - Business Development Manager, Maytronics Australia

Following the successful development of our new website, communikate et al has maintained a proactive approach to the refinement and improvements of content and key messages in collaboration with our team. They embraced and supported us in all communication relating to the impact of COVID-19. They’re a friendly and responsive team with all requests being eagerly supported.

Chief Executive, Clayton Church Homes

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

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, Fullerton Health Australia

communikate et al has become an important and trusted partner... They share our passion. We greatly value their flexibility, their responsiveness, their turnaround times, their honest appraisal of projects and their collegiality. Most of all we love the fact that they have supported our focus on achieving outcomes for older people.

Jane Mussared
Chief Executive, COTA SA

communikate et al understood our uniquely commercial and political landscape to quickly become a valued member of our team. They’ve supported our major events and activations with great results… and navigated and mitigated risk when needed. Put simply, they’re responsive, supportive and just as invested in Rundle Mall’s success as we are.

Johanna Williams
Former General Manager, Rundle Mall

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

Working with the talented team at communikate we have the very best communication, marketing, design and digital expertise and resources at hand. Our brand is now integrated and seamless across everything we do.

Kristen​ Pellew
Head of Stakeholder Engagement, Australian Gas Infrastructure Group