AUSTRALIA DAY 2016

OVERVIEW OF THE PROMOTION:

Australia Day falls on Tuesday 26th of January. The day usually sees Aussies celebrate with family and friends, be it with a BBQ and beers, backyard cricket, an afternoon at the pub or a day at the beach. For many, it also marks the end of the holiday period, with schools going back into term the following day. Many may choose to take Monday off work and have an extended long weekend.

Other notable events that happen around Australia on Australia Day include:

  • Australia Day Address – distinguished members of the community are invited to express their unique perspective on the nation’s identity.
  • Awards – Announcement of the Australian of the year, Australian Honours and NSW Citizen of the Year Awards. State & Regional (local councils)
  • GIO 10km Wheelchair Race (Sydney)
  • Fireworks – (various locations)
  • Australia Day CARnival – Vintage car show (Sydney)
  • Ferrython & Tall Ships Race – (Sydney Harbour)
    Be aware of your local area’s activities.

For some venues the date presents an opportunity to create an event that will:

  • Increase foot traffic to your venue
  • Increase length of stay

Consider activities that are synonymous with Australia Day, that have more value to your customers than the alternative of them celebrating at home.

Please note: For some venues, you may identify only marginal gain out of an investment into Australia Day activities. If this is the case, you may consider simply trading as normal, or show some support for your nation through a small spend on theming only.

ALLOCATED ACTIVITY:

WIN A TINNY:
DETAILS: Venues who will be running a “Win a Tinny” promotion across Summer will host their major draw on Australia Day.
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Please ensure that your activity is complementary to this draw and it forms a strong focus as part of your Australia Day marketing.

Supplementary activities should form the crescendo to your Win a Tinny draw.

VENUES

  • Wattle
  • Shamrock

COSTS
N/A – this is a supplier-funded promotion.

WIN A VB VENDING MACHINE:
DETAILS: Venues who will be running a “Win a VB vending machine” promotion across January will host their major draw on Australia Day.
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Please ensure that your activity is complementary to this draw and it forms a strong focus as part of your Australia Day marketing. Supplementary activities should form the crescendo to your Win VB vending machine draw.

VENUES

  • Cedars
  • Doonside
  • Leumeah
  • Eastern Creek
  • Lakeview

LIMITED EDITION AUSTRALIA DAY BUNDABERG & COLA CANS:
DETAILS: Bundaberg will be releasing special limited edition Australiana-themed cans to celebrate Australia Day.
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The following venues will be provided with this stock, which is not to be sold to customers until Australia Day, not before.

VENUES

  • Wattle
  • Shamrock
  • Lakeview
  • St Marys

COSTS
No Cost to venues, this is simply the normal stock with a limited edition skin.
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.

THEMING:
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 Balloons / streamers
  • Kangaroos & other Australian Animals
  • Staff wearing Aussie flag clothing, zinc across their faces, green & gold.

COST TO A&M
Recommendation is no more than $100.

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 BBQ may encourage them to come to your venue as opposed to having one at home.

To ensure that this activity is not abused, consider making the offer free with any beverage purchase.

COST:
This will be dependent on your expected numbers for the day. Should be no more than $150.

REDBACK PIE:
DETAILS: Offering a food special in line with your event’s theme can encourage food sales whilst steering your customers toward a product with an attractive GP.
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The food channel have created an Aussie-style beef meat pie that uses CUB’s Redback Craft Beer, allowing us to aptly name the Meat Pie ‘The Redback”. Your dish can be tailored to suit your customers through your side selection and pricing. Please speak to Adam Galway / Jasmine Pycroft for recipe details.

RECOMMENDED VENUES

  • Shamrock Hotel
  • Mt Annan Hotel
  • Willoughby Hotel
  • Wattle Hotel
  • Minskys

COSTS
Dependent on your offer and whether you have supplier support / food & bar promo budget availabilities.

MARKETING INITIATIVES

  • In-House POS - This activity may either be simply promoted on your menu blackboards, may be featured in your venue digitally or may simply be mentioned on your Australia Day POS.
  • Website –List this food special on your Australia Day Event Listing.
  • Staff Viral – Have your staff talk up the pie in the lead up to Australia Day.

FAMILY FUN DAY 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

COSTS:
Dependent on your selected activity. Please source local quotes for any external hire requirements prior to submitting your proposal.

MARKETING INITIATIVES
Offering family fun day activities means you need to target your local families with your marketing message. Consider the following Marketing Initiatives (note that you may factor in additional spends for some of the below options).

  • In house printed POS
  • Nightlife
  • Table talkers
  • Colouring in Competitions in the lead up that advertise the event (see more detail regarding this activity below)
  • Website
  • Social Media including Facebook Advertising and event creation
  • Local What’s On guides
  • Local kids guides
  • Sporting Sponsors
  • Media Release
  • Community Noticeboards

AUSTRALIA DAY COLOURING IN COMPETITION:
DETAILS: For family friendly venues, you may wish to run a colouring in competition running from Boxing Day through to Australia Day that is themed to focus on Australia Day that may feature details regarding your event activity.
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Consider listing a 1st, 2nd and 3rd place prize that are valued by both the parents and kids. Consider judging the prize on Australia Day.

RECOMMENDED VENUES

  • Belrose
  • Mt Annan
  • Shamrock

COSTS

  • Design & Print of the colouring in template
  • Cost of the prizes
  • Display of the entries (May need some wall banner)

MARKETING INITIATIVES

  • Staff Viral – Ensure all wait and bistro staff are offering the templates to families with kids, and discussing both the prize and the event. This will be the best way to get this competition out there.
  • Website - You may also wish to have the template available for download off your website on either your kids, events or bistro page.

AUSTRALIA DAY GAMES & ENTERTAINMENT:
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:

  • 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.

COSTS:
Dependent on your selected activity. Please source local quotes for any external hire requirements prior to submitting your proposal.

MARKETING INITATIVES

  • In house printed POS
  • Nightlife
  • Website
  • Social Media
  • Local What’s On Guides

BEVERAGE SPECIALS:
DETAILS: If you already have increased trade on Australia Day, it may not be wise to offer discounts on products that will see decent sales. If you need to incentivise your customers to come to your venue as opposed to a competitor look to create a beverage special that is not only attractively priced but also unique and commensurate with the Australia Day concept.
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COSTS
Dependent on your level of discount, whether your are allocating to Bar promo or GP, or whether you have supplier support.

PROPOSED MARKETING ACTIVITY:

Suggested marketing initiatives are outlined above and again 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
  • STAFF VIRL
  • NIGHLIFE
  • SMS
  • LOCAL SPORTING SPONSORS
  • WEBSITE
  • SOCIAL MEDIA
  • EFLYER
  • LOCAL MEDIA RELEASE
  • PRINT ADVERTISING IN LOCAL ‘WHAT’S ON’ GUIDES
REQUIRED IN YOUR A&M PROPOSAL:

Allocated activity should be mentioned in your A&M Proposals; in your proposals, please include:

  • 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.


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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.