EASTER 2014

OVERVIEW OF THE PROMOTION:

Easter creates a mid-year holiday break which presents an opportunity to increase foot traffic to your venues. The right activity for your venues will depend on your hotel’s brand and target market.

Family F&B venues should consider hosting an Easter themed event, whereas sports venues should focus on the great sporting calendar.

Each year, the Easter holidays do not follow a civil calendar. In 2014, Easter dates fall as follows:

  • 18th April – Good Friday
  • 19th April – Easter Saturday
  • 20th April – Easter Sunday
  • 21st April – Easter Monday

(Please keep in mind that ANZAC Day is on the 25th. Many people will take Tuesday – Thursday off work to extend their holiday period).

For venues planning a range of activities for Easter, your Easter marketing collateral will ideally take the form of a schedule with a range of activities over the five days, for others, it should be a focus on one strong promotional concept or event.
ALLOCATED ACTIVITY:

HOP TO THE TOP SHELF:
DETAILS: The premise of the Hop to the Top Shelf promotion is that customers are upgraded from a spirit house pour to a higher shelf product. The objective of the promotion is to convert customers from house pours to higher shelf products during the promotional period and then ongoing.
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The mechanics for the promotion are as follows:

  • Customers can upgrade a select range of up to 5 products at no additional cost.
  • Products to include:
    • Jim Beam > Marker’s Mark
    • Smirnoff Red > Ketel 1
    • Johnnie Walker Red > Johnnie Walker Black
    • Gordon’s Gin > Tanqueray
    • Bundaberg UP > Bundaberg Select Vat
  • Run from 5pm Thursday - Monday COB

Venues to run promotion:

  • Belrose
  • Campbelltown
  • Cedars
  • Doonside
  • Glades
  • Lakeview
  • Leumeah
  • Livingstone
  • Lost City
  • Minskys
  • Mt Annan
  • Tacking Point
  • Prospect
  • Shamrock
  • St Marys
  • Town Green Inn
  • Willoughby

PROMOTION TARGETS: To sell more of the upsell products than standard house pours over the promotion’s period.

Please Note:

  • As this activity has been allocated to your venue, it will be uploaded to your OMG calendar as a supplier promo by Venue Support & a POS kit will be sent direct. You will not have to submit a POS request.
  • If you will be proposing additional activity to this promotion, please make reference of Hop to the Top Shelf allocation in your proposal.
    If you have not been allocated this promotion, but wish to run it, please submit this within your A&M proposal.

COST TO A&M: NIL.
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 can be a great way to build atmosphere and customer interaction in your venue.
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Consider;

  • Staff in bunny ears
  • Easter eggs
  • Birds Nests
  • Chocolate eggs
  • Chickens
  • Easter Bunting
  • Pastel balloons

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 themeing purchase.

GOOD FRIDAY EVE:
DETAILS: The eve of Good Friday may present an opportunity for entertainment venues to create a special event where patrons can welcome in the long weekend.
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You may wish to consider:

  • DJ
  • Acoustic Duo

In your proposal please include:

  • Proposed activity
  • Cost of proposed activity
  • Time of the entertainment

COST TO A&M: Dependent on your selected activity. Please source all quotes before submitting you’re A&M proposal.

EASTER ACTIVITIES:
DETAILS: For Family venues, creating an event with traditional Easter activities is a great way to increase foot traffic to your venue over the Easter long weekend.
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Consider;

  • Photos with the Easter bunny
  • Easter colouring in competition
  • Baby Animal petting Zoo
  • Bunny Race
  • Egg and spoon race
  • Face painting
  • Easter Egg Hunt
  • Easter egg painting workshop
  • Easter Hat/Bonnet Parade - (Consider running in conjunction with local publications, kids guides etc).

You may also wish to consider teaming this activity up with a food package as described below.

Be mindful with any larger activities and their timings as to the benefits to revenue generation.

In your A&M proposal include:

  • Activity Details
  • Associated Prizes
  • Proposed time of activities
  • Any additional costs that may be required to hold the activity

COST TO A&M: Dependent on your selected activity and prizes. Please source local quotes for all requirements prior to submitting your A&M proposal.

LIVE ENTERTAINMENT:
DETAILS: Providing additional entertainment can encourage additional foot traffic to your venue. Consider booking an acoustic duo or perhaps a karaoke evening to bolster your Easter activity schedule.
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Please include in your A&M Proposal:

  • Proposed entertainment
  • Times you wish to run this activity
  • Cost of talent

COST TO A&M: Depending on your activity. Please speak to Jenny Smith if you need any assistance.

EASTER SUNDAY BRUNCH:
DETAILS: For food venues with a family focus, consider creating a special Easter Sunday Brunch menu to complement other activities. This will encourage families to include eating a meal as part of their planned activities at your venue.
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Making booking essential will ensure you have numbers to assist with your operational planning of the event.

Please speak with Jasmin Pycroft with regard to menu options prior to submitting your proposal.

COST TO A&M: NIL. Brunch packages should be priced to sit within your GP targets.

EASTER HAMPER DRAW:
DETAILS: Running a large hamper giveaway in the lead up to Easter can assist to drive sales of a particular product with a major prize that is seasonally appropriate.
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This is a great promotion to run in a public bar. Consider selecting a major prize that is appropriate to your customer base eg. For venues with a large number of family men within their public bar, consider an Easter Hamper Family Kit, tickets to the Easter show etc.

Make sure you select the appropriate time to draw this major prize – eg. If you are giving away an Easter Hamper, you would want to draw this a week before the Easter Break.

Please note:

  • You will need a TPL if you run this as a trade promotion. Alternatively you may wish to run this as a raffle in conjunction with a local charity or sporting sponsor.
  • Hampers will be purchased by Venue Support.

Please include in your A&M Proposal:

  • Mechanics around your hamper draw
  • Who your target audience is
  • Style of hamper you would like to draw
  • Proposed price of hamper
  • Date & time of draw
  • Target number of entries

COST TO A&M: Suggested hamper price is $100 - $200.

FOOD & BEVERAGE SPECIAL:
DETAILS: Food and Beverage specials can be designed to encourage additional F&B trade over Easter from your family market. Be considered with your current daily food promos and remember to include these in your A&M proposal.
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Consider the following Bistro options;

  • Whole Baked Baby Snapper (Pesce al Forno) – Snapper baked with tomato, shallots and pine nuts served on roasted kipfler potato - Price point of $26 delivers a GP of 65.56%.
  • Easter Fish & Scallop Pie -Poached salmon, white fish and scallops served in a parsley cream sauce topped with a cheesy potato crust – Price point of $14 delivers a GP of 64.79%

Please speak with Adam Galway prior to submitting your A&M proposal on any food related promotions. Recipe cards for the above suggestions can be obtained from Adam Galway.

COST TO A&M: Dependent on your offer. Bistro Specials may include a cost to your promo food account – please ensure this is in line with your A&M budget prior to submitting your A&M Proposal.

EASTER SPORTS FRENZY:
DETAILS: There is a great sports schedule across the Easter long weekend. For Strong sports-focussed venues, it will be appropriate to focus on this schedule to drive customers to your venue.
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Sports events include:

NRL:

Fri 18 Apr 4:00pm Bulldogs v Rabbitohs
Fri 18 Apr 7:40pm Broncos v Knights
Fri 18 Apr 7:40pm Manly v Cowboys
Sat 19 Apr 5:30pm Warriors v Dragons
Sat 19 Apr 7:30pm Sharks v Roosters
Sun 20 Apr 3:00pm Raiders v Storm
Mon 21st Apr 4:00pm Eels v West Tigers
Mon 21st Apr 7:00pm Panthers v Titans

Super Rugby:

Fri 18 Apr 5:35pm Hurricanes v Blues
Fri 18 Apr 7:40pm Rebels v Force
Sat 19 Apr 11:00am Sharks v Cheetahs
Sat 19 Apr 5:35pm Chiefs v Crusaders
Sat 19 Apr 7:40pm Waratahs v Bulls

Racing:

Sat 19 Mar AJC Queen Elizabeth Stakes

COST TO A&M: NIL.
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
  • Any additional activity you may wish to include outside of the suggested mechanics.
  • If you have daily activity during the Easter period, your POS should take a schedule / ‘What’s On’ format. Ensure all details are clearly outlined in your POS request including additional & existing activity.

MEDIA LIBRARY ID 11647

MEDIA LIBRARY ID 11639
MEDIA LIBRARY ID 11640

MEDIA LIBRARY ID 11675
MEDIA LIBRARY ID 11624

USEFUL TIPS:

  • Ensure your long weekend schedule is clearly listed on your POS.

  • Theme your venue about 1 week prior to the event date. This will generate interest and atmosphere in the lead up to the Easter weekend.

  • For Family venues, offering great kids activities over Easter will build rapport with your local families.

  • Look for opportunities with your local networks, including local businesses, sporting sponsors, Kids guides etc.

  • Utilise promotional activity in the lead up to the Long Weekend to assist in promoting your activity. This may include; trivia, raffles, badge draw etc – any time that you have access to in house PA or direct customer attention.