2015 QUEENS BIRTHDAY LONG WEEKEND

OVERVIEW OF THE PROMOTION:

The Queen’s Birthday is the selected day in which the birthday of the monarch of the Commonwealth realms is officially celebrated. In Australia, this is on Monday 8th of June in 2015. The celebration of Queen Elizabeth II’s birthday is significant to some Australians, while to others it is simply creates a long weekend in June.
For some venues, creating a special event with additional activity to your normal promotion schedule will encourage:

  • Increased foot traffic to your venue.

Please keep in mind that Queen’s Birthday special events are not suitable for every venue, it may be a matter of maintaining trade levels by creating a special promotion or special to run over the long weekend.

There is no allocated activity for the Queen’s Birthday long weekend. Below is a list of suggested activity. If you would like to run activity, you will be required to submit an A&M Proposal.
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.

BRITISH-INSPIRED FOOD & BEVERAGE SPECIALS:
DETAILS: Food venues may wish to create food specials to complement to your Queen’s Birthday long weekend activity. These should be inspired by British favourites, but also be able to be attractively priced.
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Consider:

  • Bangers & Mash
  • Fish & Chips (Served in Newspaper)
  • Yorkshire Pudding
  • Sunday Roast

Please speak to Jasmine Pycroft / Adam Galway prior to submitting your Promo Proposal. All costs and sell prices should be included in the proposal.

COSTS
Specials should be priced to fit within your GP targets so there should be $0 cost to A&M.

ROYAL COSMO – DRINK SPECIAL:
DETAILS: Venues who feature the Royal Cosmo Carafe on their menu (namely Wattle& Belrose), are encouraged to run a special across the Queen’s Birthday long weekend. Consider a $15 price point which delivers a GP of 54%.
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Think to promote this drink special on your Social Media and on POS till screens.

COSTS
Nil besides marketing material that may be warranted.

KIDS/FAMILY ACTIVITIES:
DETAILS: Family venues should consider providing additional activity over the Queen’ Birthday long weekend day to cater for the whole family.
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Activities to consider could include:

  • Face painting
  • Kids entertainer
  • Jumping Castle (Royal-themed)
  • Kids colouring-in competition (royal-themed)
  • Complimentary Crowns / tiaras for kids with the purchase of a kids meal.

When submitting your proposal, please outline:

  • Proposed activities
  • Times of activities
  • Associated costs

COSTS
Costs will be dependent on your selected activity.

BIRTHDAY FIT FOR A ROYAL:
DETAILS: Consider focusing on a small component of your customer base and targeting them with a personal offer. Anyone whose birthday falls on the long weekend will be looking to celebrate their own birthday with family and/or friends and not the Queen’s!
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So create an offer that will encourage these customers to come to your venue. This may be a complimentary Food or beverage item, a discount off their bill or another value-add. The ‘sell’ will be how you intend to treat THEM like Royalty, forget about the Queen!

This is not an offer that you would put on your general POS, but would involve communication direct to the customer through SMS or EDM (If your database is in good order) or potentially through Facebook.

Speak with Venue Support if you would like to see how many contacts with a suitable birthday date sit within your database.

Please include in your proposal:

  • Your offer
  • Target number of patrons / redemptions
  • Conditions surrounding the offer
  • Communication method – ie. How will you let your customers know about the offer?
  • Expected costs involved

COSTS
Completely dependent on your offer.

‘ROYAL’ AMBIENCE:
DETAILS: You may wish to build a little atmosphere or points for discussion between your locals by working with Nightlife to create a British playlist or perhaps a playlist that features any bands or song titles that feature the word ‘Queen’, ‘Royal’ etc.
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Please be mindful that the playlist should still fit within your hotel’s general music policy.

COSTS
NIL.

LONG WEEKEND SPORTS FOCUS:
DETAILS: Sports-focused venues may wish to promote sports that will be running across the long weekend.
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NRL


SUPER RUGBY
(Times are local times)


OTHER
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.

Please note that you will be issued teaser POS (A1, A3 & Nightlife images). We recommend that you consider Pull-up banners & tri-fold table cards as part of your POS activity.

  • In house POS
  • Nightlife UM
  • SMS/E-flyer
  • Staff Viral
  • Website What’s On Section
  • Social Media
  • Third party listings
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.

  • Proposed activities & allocated activities
  • Current Sunday activities running on the day
  • Associated costs
  • Marketing initiatives
  • POS requirements for both allocated & proposed activities.
  • Detailed ROI document for spends over $800.

Media Library ID 10148


Media Library ID 10244

USEFUL TIPS:

  • Ensure your POS is displayed in areas relevant to your promotion’s target market.

  • For family-focused events, ensure you are engaging local community groups to assist with viral marketing. Contact your local mother’s groups, childcare centres, sporting sponsors, local kids guides etc.

  • For venues hosting British-themed events, make sure you are engaging with your British Ex-pats within your customer base & wider community. These are the people who will ensure your event is a huge success and will be looking for a place to celebrate the holiday.