Singapore Cocktail Festival

Co-founded by Food News, Singapore Cocktail Festival is Asia’s largest celebration of cocktails. Supported by Singapore Tourism Board, the event showcases Singapore’s best cocktail bars, international guest bartenders and a 5,000sqm Festival Village.

Challenge

To create awareness for the festival and drive a targeted foot fall of 15,000 to the Festival Village.

Strategy

  • Since past data showed that over 60% of festival goers were females between 35 to 45 years of age, special focus was given to this group through customised content across all channels.
  • Fresh content was released in phases, so as to create renewed interest every few weeks, with call-to-action intensifying in the final leg of the campaign.

Results

15,000

Attendees

S$1.8 Million

Worth of Media and Social Media Coverage

Epicurean Market

Organised by Marina Bay Sands, Epicurean Market showcases three days of world-class food, wines and spirits. Visitors can sample dishes by celebrity chefs, taste award-winning vintages and signature cocktails, and enjoy deals on imported specialities.

Challenge

To create awareness and drive footfall for Epicurean Market by garnering media and influencer exposure.

Strategy

  • Since Epicurean Market was already into its 5th year, the public relations strategy combined widespread pitching efforts based on readership interests and sponsorships in return for marketing space.
  • During the event, FN also conducted market tours and offered exclusive content and interviews to media and social media influencers in return for promotional posts with immediate call-to-action.

Results

$635,000

Worth of Media and Social Media Coverage

80 Media & influencer

attendees throughout the whole event

Whitegrass

Whitegrass is a modern Australian, fine dining establishment helmed by Chef-Owner Sam Aisbett.

Challenge

Food News was hired by Whitegrass over three contract terms, one year after the restaurant opened. In the first contract, Food News was hired to garner strategic exposure necessary for the restaurant to capture the interest of its target audience. Following Whitegrass’ first Michelin win, Food News was re-hired to generate coverage for the brand in Australia.

Strategy

  • Position Whitegrass and Chef Aisbett as leading drivers of the Australian cuisine movement.
  • Place Chef Aisbett in high-profile and high visibility events.
  • Host and pitch strategic angles to key media titles in Singapore and Australia.

Results

$500,000

Worth of Media and Social Media Coverage

Feature coverage on Straits Times, Guide.Michelin.Sg, The Peak, Singapore Tatler, The Australian, Australian Financial Review.

Guest Chef at high profile events such as SNOW Benefit Gala, Dubai Fine Food Festival.

G Awards

Restaurant of the Year 2017

1 Michelin Star

in Michelin Guide 2017

No. 50

on Asia's 50 Best

Jigger & Pony Group

Jigger & Pony Group started with Singapore’s first classic cocktail bar in 2012. In five years, the group has expanded to include award-winning venues – Jigger & Pony, Sugarhall, Humpback, Gibson, Flagship, and Caffe Fernet.

Food News managed the public relations launch and outreach for all six venues.

Challenge

To develop a strong and unique identity for Jigger & Pony, within a space that was already anchored by successful bars such as 28HKS.

Strategy

  • Food News first focused on identifying the key differentiator for Jigger & Pony, and “Singapore’s first classics cocktail bar” was identified as the key message.
  • Public relations and social media roll-outs focused heavily on this, garnering interest by highlighting classics over new innovations.
  • The team at Jigger & Pony was also positioned as thought-leaders with their knowledge of classic cocktails.

Results

S$600,000

Worth of Media and Social Media Coverage

2 Consecutive Years

Asia’s 50 Best Bars (2016, 2017 & 2018)