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READY, SET, IT’S WORLD TAPAS DAY!

“Desayuna mucho, come más, cena poco y vivirás… ” roughly translates to // Eat a big breakfast, a bigger lunch, have a light dinner and you will live a long life //

This Spanish saying will come in handy as Q prepares for WORLD TAPAS DAY 2017 on June 16 – where Melbourne has been declared one of the 30 cities around the world to officially celebrate.

As part of our ongoing work with Spain Tourism, Q’s been charged with preparing the antipodean celebrations to herald Spain’s gastronomic icon!

A collection of Melbourne’s Spanish restaurants and bars has been procured to deliver a program of special menus and tapas, wine or beer matches for World Tapas Day; a VIP event is being planned with a guest list from dignitaries to foodies; Spanish wine, beer and producers are coming to the party, plus a campaign of publicity, social media and promotions is ready to roll.

Ole!

 

 

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SOURCING THE BEST IN ALL THINGS LIFESTYLE FOR MIELE

Collating news in travel, design and gastronomy on behalf of new client, MIELE has felt less like work and more of a passion project for the team at Q.

Partnering with Miele’s marketing agency DOMOCO, Q has helped bring to fruition ‘Miele for Life‘ – a brand loyalty and customer engagement program for their 100,000 Australian and New Zealand customers.

A new online portal exclusive to Miele customers is now filled with event opportunities with ambassadors including chef Shannon Bennet, special offers with likeminded premium brands plus a raft of bespoke content Q develops to share the best, bold and beautiful in all things lifestyle.

From seeking out interiors, architecture and garden design trends; unearthing stories on wine makers, chefs and restauranteurs; profiling luxe accommodation or getaway inspiration, Q’s drawn on our network of esteemed travel and food writers, our business connections along with our own writing expertise to produce engaging brand content.  The Miele for Life exclusive site’s content is updated monthly, creating a new platform for B2C communication to truly set Miele apart from their competitors.

 

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PUTTING MELBOURNE’S NEWEST INTERNATIONAL HOTEL ON THE MAP

The doors have just opened on Melbourne’s newest hotel – Four Points by Sheraton Melbourne Docklands – and Q Strategies have been at the helm steering the PR and communications for the launch.

The 273 room property provides the first international hotel for the Docklands precinct, with the largest room and meeting space in the area. The sparkling centrepiece is the 7th floor Sky Lounge complete with outdoor pool, jacuzzi, steam and gym and deck. A stylish lobby bar and relaxing all day dining restaurant complete the offer.

Q has worked closely with the hotel operations team, preparing for launch staging photo shoots of the extensive hotel facilities, building a digital presence, cultivating a social media profile, creating promotional partnerships and devising a launch event with key industry, corporate and political stakeholders. Media relations across international and national trade press has already resulted in critical travel and MICE industry coverage, while a variety of media stays and reviews have been arranged with national lifestyle and travel outlets from press, TV to digital to help put this new Melbourne hotel on the map.

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SHOW & TELL

Nothing replaces experiencing something first hand, and Q’s Director has recently returned from personally hosting a familiarisation to Spain with leading travel and food editors to inspire Australian media to cover the destination on behalf of our long standing client, Spain Tourism.

Devising an itinerary with story angles in mind to appeal to the on line pages, magazine features, columns or supplements of national media outlets, this personalised famil trip took in the best of Spain’s traditions combined with the avant garde, classic and new in the areas of food, wine, architecture, culture, design and hotels.

While the trusted adage…”Tough gig” was heard many times, our ongoing representation of Spain Tourism always benefits from these hosted famils – not only in the tens of thousands of media coverage it generates from features and articles – but in fuelling our ever expanding knowledge and passion for such a fascinating destination! Watch this space for features set to appear from this latest visit.

 

 

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I DO, I DO, I DO TO BESPOKE CONTENT

Creating and managing ‘owned media’ is a key component of Q’s work for our portfolio of clients – and while each project is different, the common focus is on building highly responsive, intuitive and shareable media that not only looks good but facilitates business enquiries.

Our recent work with Peter Rowland Catering (PRC) delved into the demanding wedding industry, where the ‘sales proposal’ to brides booking their dream wedding is changing dramatically.  To help PRC stay competitive, Q worked through a strategic brand re-alignment of their ‘Weddings by Peter Rowland’ offer that now aims to be a valued source of inspiration amongst the millennial wedding market. New sales tools, re-calibrated social media platforms as well as crafting a suite of new ‘owned media’ were devised including editions of a bespoke PRC Style Wedding Magazine filled with venue, food, styling and celebration ideas distributed at critical timings throughout the year or following a bride-to-be’s planning process.

Wedding enquiries and revenue are up by 20%.

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Q ADDS TO NIGHT MARKET MIX

Our recent work with long time client Queen Victoria Market has seen Q not only promote the Winter Night Market season but create ways to add to the overall experience. 

Q devised a Night Market Cinema concept to add to the oh-so-Melbourne winter food and unique shopping on offer and broaden the Market’s appeal. We curated ‘Snack Sized Shorts’ too – with the expert services of Q team member Ghita Loebenstein, whose sideline work delves into producing art house cinema screenings.

Night Market Cinema’s program of short films screened under the historic sheds was not only loved by visitors, it opened up a host of extra promotion opportunities to complement the extensive PR campaign Q co-ordinated around the 2016 line up of food, entertainment and artisans. The combination of product and promotion has seen the most successful Winter Night Market season yet – record crowds, media coverage, social media engagement and growing interest from traders.

 

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Santé to the quiet achievers!

Dominique Portet clocks up 40 vintages in Australia this year – a small drop in the ocean for a family boasting 10 generations of French winemaking. But to herald the milestone, Q’s collaborated with the Portet’s to devise a series of promotions and celebrations that match their vive la difference – an understated style that’s all about elegant wine and hospitality, not fashion statements.

From their Yarra Valley base, there’s the chance to chat with Dominique and son Ben at cellar door about their favourite vintages over petanque, raclette and red wine; be part of a cabernet master class with wine reviewer Nick Stock; enjoy a retrospective lunch with a menu of French classics from the past 40 years matched with museum wines in their Barrel Room or dine at Dominique’s favourite restaurants around the country for hosted wine dinners. We can’t wait to help produce the ’40 vintages en Australie’ celebrations and herald a business that conscientiously goes about their craft.  More at dominiqueportet.com

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CHOC FULL OF IDEAS TO DRIVE BUSINESS

The always innovative Yarra Valley Chocolaterie & Ice Creamery are constantly seeking new ways to achieve their vision of being the region’s most visited tourism destination.

Through Q’s partnership with business owners Ian & Leanne Neeland, we’ve worked side by side devising promotions, events and activities to delight visitors and keep people talking about their business long after the initial launch phase.

Understanding synergies between target markets, media appeal and on trend food ideas, Q’s helped create a series of seasonal events from the Ice Cream Festival in February; the recent Rocky Road Festival throughout May where their European chocolatiers reinvent the classic Aussie treat; to the upcoming Hot Chocolate Festival in August to ward off the winter chill.  Each event sees the Chocolaterie and Q collaborate to fine tune product and promotion – with the delicious results creating thousands of dollars of media exposure, visitation in typically quieter months, engaged staff and delighted customers! Check out yvci.com.au for their next decadent promotion.

 

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WINNING GOURMET TRAIL

One of Q’s most delicious clients – Wine Food Farmgate – has recently been awarded the Australian Tourism Award for Best Destination Marketing Program.

The self-guided gourmet road trip trail of renowned cellar doors and chefs hatted restaurants together with micro-producers, fledgling farm gate traders, orchardists and distillers was created by Mornington Peninsula Regional Tourism as a new way for visitors to discover the region.

Q supported the new initiative with a carefully tailored program of traditional publicity, blogger engagement, content creation for social media platforms & digital collateral combined with a series of media and influencer events in Sydney and Melbourne. The campaign has delivered $1 million of media coverage to date, created social media communities and increased visitation for the Wine Food Farmgate participants – helping add to the winning formula!

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CREATING DELICIOUS CONTENT

Hot of the e-press is the Autumn issue of PRC Style – the latest edition in a collection of specially devised content Q creates for Peter Rowland Catering.

The seasonal e-magazine reinvents the old school corporate newsletter to deliver a compelling lifestyle read to PRC’s extensive client databases, stakeholders and potential customers.

PRC Style is amongst a raft of new look content Q has curated and developed for Peter Rowland Catering, providing an effective brand building tool that also generate enquiries.

Acting as Editor at Large, Q determines editorial inclusions such as latest food trends, cultural and sporting event previews and styling guides and creates the e-mag in collaboration with our in house designer, Pauline Mosley.  The delicious publication is now four issues down – with 2016’s Winter edition currently in production.  Check out  the back issues of PRC Style magazine at peterrowland.com.au/prcstyle

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FINDING ZEN THANKS TO A NEW CLIENT

Relax, recharge and reconnect are new mantras at the Q studio as we begin work on an exciting project for the Peninsula Hot Springs.

This award winning destination of coastal calm on the Mornington Peninsula is a place of wellbeing, featuring Victoria’s first natural thermal mineral waters flowing deep from underground into pools, private baths and an exclusive Spa Dreaming Centre.

Plans are afoot for more pools, spa treatment facilities and other rejuvenating offers in the coming 12 months and Q is collaborating with the team to reinvigorate their media engagement, connect with digital influencers, drive a refreshed retail strategy and begin an enticing repositioning campaign.

Now, to plan our next visit…. peninsulahotsprings.com

 

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CREATING A NEW MARKETPLACE

When we were invited to be part of a new venture to support Melbourne’s emerging and established designers and creators, we jumped at the chance.

The Upmarket – Melbourne’s new design market staged at the Australian Centre for Contemporary Art – is all for providing a regular market for up and coming and recent graduates to showcase their wares. A curated line up selected by a Design Panel of furniture, fashion, ceramics, accessories and more plus micro growers and creators of organic or sustainable produce now provides a regular creative marketplace in the city’s most artistic corridor.

Q’s launch PR strategy combining publicity, social media, content curation, blogger and digital influencer outreach, promotions and an official launch event all helped the new Upmarket lift off.

Follow the revolving line up of designers, artisans and producers plus the program of creative workshops to discover on the first and third Saturday of every month at theupmarket.com.au or follow on Instagram @the_upmarket

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BUILDING BRANDS ONLINE IN CHINA

Q relishes opportunities to work with start-ups and our recent collaboration with Quality Brands International Direct (QBID) saw us supporting a new business launch from the ground up.

QBID aims to help small to medium sized enterprises build their brands online in China – and take advantage of the $500 billion e-commerce market that has an increasing appetite for Australian made products.  Appointed by JD.com (China’s largest online retailer with 100 million customers who wanted to add quality Australian food, beverage, health and wellbeing products to their inventory) as their official Australia & NZ agent, QBID had an impressive offer but needed to spread the word to a targeted corporate market.

Enter Q Strategies, who worked with QBID and JD.com to devise a B2B launch including developing a brand identity and key messaging; conceiving and staging business launch events in Melbourne and Sydney involving Federal & State Government representatives and key business and media identities; establishing a series of interviews with business media; securing national TV, radio and print coverage; producing a promotional video and collateral and facilitating a range of stakeholder relationships.  With QBID now successfully launched, the team are busy keeping up with new business enquiries and helping a raft of SME’s establish an e-commerce presence in China.

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CREATING HOPE THROUGH ART

Hop for Hope is a new charity project set to become the country’s largest family friendly art exhibition – all to raise funds for The Alannah and Madeline Foundation.

We’ve been helping behind the scenes with our client Yarra Valley Chocolaterie, who’ve curated a collection of 40 Australian artists and identities to transform life-sized kangaroo sculptures into unique artworks. The “roos” are currently being painted and  decorated ready for the outdoor exhibition throughout September and October in the picturesque grounds of the Yarra Valley Chocolaterie.

David Bromley, Charles Billich, master potter Ted Secombe (pictured) and cartoonist Michael Leunig are amongst the artists involved, while Chrissie Swan, Robert DiPierdominco, Miguel Maestre and Janice Ellis are partnering with artists to create their roo.

Visitors to the free outdoor exhibition can vote for their favourite work, while an online auction to own a painted kangaroo is at the centre of the fund-raising efforts. The Q team are thrilled to be involved in this great collaboration. Find out more at hopforhope.com.au

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READY FOR TAKE OFF WITH AIR CHINA

Q’s just helped Air China and their new, non stop direct service between Melbourne and Beijing get ready for take off.

Our brief was to herald the new flights and Air China’s continued growth in the Australian market – Air China is now the only carrier in Australia offering direct flights to both Beijing and Shanghai.

Collaborating with an event producer, a welcome stunt was produced at Melbourne Airport involving a cast of performers; photo shoots conducted; a video produced; a social media campaign activated; an advertising campaign put in place centred around a major prize giveaway and publicity with travel media was secured – all to mark the occasion.  You can check out some of the fun we helped create at: https://www.youtube.com/watch?v=hWbIFq8bwKc