AUSTRALIA DAY 2014

OVERVIEW OF THE PROMOTION:

On Australia Day the nation comes together to celebrate all that is great about Australia and being Australian. The day usually seas Aussies celebrate with family and friends, with a BBQ, backyard cricket, beers & donning themselves in their nation’s flag.

Australia Day (January 26th) falls on a Sunday in 2014, which creates a long weekend running over Saturday, Sunday & Monday.

For some venues, this presents an opportunity to create an event that will increase your revenue takings for both food and beverage on Australia Day. Consider activities which are synonymous with Australia Day, as listed below.

For other venues it may be as simple as dressing up your venue in Aussie gear to build some atmosphere, offer appropriate food / beverage specials across the long weekend and making sure you have the cricket live and loud playing in your sports bar.
SUGGESTED ACTIVITY TO CONSIDER:

Below is a list of suggested activity. To view details and costs associated with the activity, please click on the links under the activity heading.

THEMEING:
DETAILS: Themeing and staff in costumes can be a great way to build atmosphere and customer interaction in your venue.
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Consider;

  • Australian Flags
  • Yellow & Green Bunting
  • Kangaroos & other Australian Animals
  • Staff wearing Aussie flag clothing, zinc across their faces, green & gold.

COST TO A&M: This will depend on your proposed level of themeing. Please set yourself a budget and include this in your A&M proposal. Once approved, do not exceed this in theming purchase.

COMPLIMENTARY BBQ:
DETAILS: For non-food venues, consider offering a complimentary BBQ or sausage sizzle which is an intrinsic Australia Day activity.
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Letting your locals know that you will be hosting a great Bar-B may encourage them to come to your venue as opposed to having one at home.

COST TO A&M: This will be dependant on your expected numbers for the day. Please speak with JP on ordering and costing prior to submitting your A&M Proposal.

FOOD & BEVERAGE SPECIAL:
DETAILS: Food and Beverage specials can be designed to encourage additional F&B trade across the long weekend.
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Be considered with your current daily food promos and remember to include these in your A&M proposal. Consider one of the following Bistro promotions throughout the weekend;

  • BAR-B-Q shrimp rack w/ crunchy slaw and an Asian inspired dressing – ($20 price point gives you 65.69% GP)
  • Happy Little Vegemite Burger – Housemade beef pattie with vegemite mixed in pattie served on a damper roll.
  • The Croc Burger – Crocodile burger pattie infused on a damper roll with bush tomato chutney & chips ($17 price point delivers 69% GP)
  • Aussie Corner Shop Burger – Fresh handmade meat pattie, beetroot, bacon, lettuce, tomato, cheese and a fried egg served on a seeded burger roll. ($8.50 price point delivers 63.40% GP)
  • Skippy or Roo Burger
  • Aussie-themed dessert eg. Lamingtons, Pavlova

Please speak with AG/ JP prior to submitting your A&M proposal on any food related promotions.

COST TO A&M: NIL as items chosen should be priced in relation with your GP target.

FAMILY FUN ACTIVITIES:
DETAILS: For family venues, it may be appropriate to offer some additional activities skewed towards children, to keep the kids busy and parents happy.
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Below are some suggested games, competitions & activities to get your creative juices flowing about what is feasible in your venue and attractive to your local families.

  • Australia Day themed colouring in competition (A great way to promote your event activity in the lead up)
  • Egg & Spoon races
  • Australian Reptile / Aussie Kindi Farm
  • Family Backyard Cricket Match

Be mindful with any costly activities as to the benefits to their revenue generation.

In your A&M proposal include:

  • Proposed time of activities.
  • Any additional costs that may be required to hold the activity.

COST TO A&M: Dependent on your selected activity. Please source local quotes for any external hire requirements prior to submitting your A&M proposal.

AUSSIE DAY GAMES:
DETAILS: For some venues, it may be worthwhile holding a number of low cost games suited for the ‘big kids’, which will ensure to build the Aussie spirit within your venue and ensure a great atmosphere to keep your regulars in your venue.
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Consider:

  • Toss the Thong
  • Backyard Cricket
  • Cockroach Races
  • Australia Day Quiz / Trivia

In your A&M proposal include:

  • Proposed time of activities.
  • Any additional costs that may be required to hold the activity.

COST TO A&M: Dependent on your selected activity. Please source local quotes for any external hire requirements prior to submitting your A&M proposal.

AUSSIE CRAFT BEER TASTING PADDLE:
DETAILS: A successful promotion in 2012, boutique beer venues may wish to consider once again showcasing Australian craft beer range by offering a range of four Australian craft beers (90ml each) on a tasting paddle as a complimentary option to a meal purchase or offered at an attractive price point.
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In your proposal please include:

  • Mechanics of your promotion/price point
  • Selection of craft beers you would like to offer

COST TO A&M: Dependent on your choice of mechanics. If you offer this complimentary to a food option, the stock cost will hit your bar promo account.

LIVE ENTERTAINMENT:
DETAILS: Live entertainment will enhance the Australia Day long weekend experience of your customers.
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You may wish to consider the following;

  • Popular Local Live Band
  • Solo Vocalists

Live entertainment can both encourage additional patronage and both extend your regular patronage. Be considered with your timings and the day of your proposed live entertainment to maximise return. Consider local popular acts that have an Australian Edge or choose local bands that will cover classic Australian tracks.

In your A&M proposal you will need to include;

  • Your proposed day and time for your live entertainment
  • Cost of your proposed entertainment/band or soloist
  • Any additional costs like PA setup required

COST TO A&M: Dependent on the number of hours you require the entertainment and the chosen style of entertainment. Please source quote locally and include in your A&M proposal. Please contact AF or JS if you require assistance with sourcing live entertainment.

AUSSIE PRIZE GIVEAWAY:
DETAILS: A large giveaway can entice customers to come down to your venue. You may want to run this as a supplier promo, eg. Purchase a VB to go in the draw to win, or you may wish to run a competition such as a guessing competition;
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In your proposal please include:

  • Your competition prize and cost of prize
  • Prize mechanics
  • Draw details

COST TO A&M: This will depend on your prize. Please set yourself a budget and include this in your A&M proposal. Once approved, do not exceed this in your prize purchase.

TRIPLE J HOTTEST 100:
DETAILS: Live from noon you can broadcast Triple J’s Hottest You will need to make sure that you have the technical capabilities to play the program. 100.
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If you choose this option, you can also register as an official Hottest 100 venue through Triple J. Go to:

http://www.abc.net.au/triplej/hottest100/12/parties/register.htm

COST TO A&M: Dependent on your venue’s technical capabilities. If AV is capable- NIL cost.
PROPOSED MARKETING ACTIVITY:

Suggested marketing initiatives are outlined below. Not all will be appropriate to your venue, however please suggest as many options as you feel appropriate in you promotion proposal

  • Internal POS
  • Website
  • Staff Viral
  • Social Media
  • Nightlife
  • Eflyer
  • SMS
  • Local Media Release
REQUIRED IN YOUR A&M PROPOSAL:
  • Each individual activity you wish to run including the day you will be running this, times and cost to A&M. You will also be able to provide any additional comments around the activity in the A&M Proposal sheet.
  • Any existing daily What’s ON activity should also be included in your A&M Proposal as ‘proposed activity’. Simply note that this is existing activity and there is no additional cost to A&M
  • Proposed Marketing Activity
  • Any additional activity you may wish to include outside of the suggested mechanics.


MEDIA LIBRARY ID 11225


MEDIA LIBRARY ID 11274


MEDIA LIBRARY ID 11001

USEFUL TIPS:

  • Before submitting your proposal, speak to your locals and find out what their plans are. It will also be wise to see what your competitors and local council may be planning.

  • Be well planned with your activities – better planning will ensure better execution.

  • Ensure all staff are actively selling the weekend to the target market

  • For Family Fun Day activities, ensure you are engaging all local community groups to assist with viral marketing; this may include, local schools, child care centers, mums groups, sporting sponsors etc Please speak to Bianca Vlasic if you feel your event is a PR opportunity.

  • Gain the support of your sponsored sporting teams to jump on board. Consider offering the proceeds of meat raffles to their clubs for their support on the day.